Are large-sized mobile ad formats the key to increasing video ad views?

If there is something in the world that marketers hate the most, then this is probably paying for advertising that no one will see. When it comes to video advertising, an indicator such as “ viewability ” is extremely important, but it is very difficult to measure.

However, a new study by eMarketer shows that video ads on large players may increase the visibility index. After analyzing the data from DoubleClick and the Google Display Network on the indicators of the most frequently used ad formats, eMarketer found that large formats were more frequently viewed by users, even when the period of placement of the advertisement itself in different formats was the same.

An excellent example of this is the comparison of the 848 × 477 and 300 × 250 formats. The latter is in the first place in terms of placement volumes, but the first one holds an indisputable leadership in terms of perception - 88.6% versus 19.8%, respectively. Similar data was also shown in March, when Innovid published its study.
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The same is true for pre-roll video ads. In 2014, the large players used by publishers such as ABC, CBS and NBC had better results than the publishers of AOL and Conde Nast, 77% against 49%.

If you take into account the fact that the cost of digital video advertising this year will reach almost $ 8 billion, that is, will increase by 35% compared with 2014, you can safely bet that marketers will do their best to to be sure - money is not wasted. Looking at this latest data from eMarketer, it seems that larger formats and players will definitely be more effective in relation to the budgets invested.



BYYD • Mobile Advertising Platform