The cost of mobile video is gradually catching up with the cost of desktop and TV counterparts

A new study from eMarketer has shown that mobile video costs are gradually catching up with desktop and TV counterparts.

According to a report at the Mobile Video Advertising in the USA 2015 conference, despite the fact that mobile advertising spending will grow by 70% or $ 2.62 billion, it is below the level of the digital advertising video market as a whole. By 2019, the desktop and mobile will be closer in their level in the area of ​​costs. However, eMarketer assumes that while mobile video will be 6.86 billion dollars out of 14.38 billion dollars of all digital video advertising, the desktop analog will only be slightly ahead, amounting to 7.52 billion dollars.

Indicators of costs for different types of digital video advertising, by device, 2013-2019
Billions of dollars and percentages

The cost of mobile video advertising is undergoing rapid growth, thanks to the rapid growth in the number of people watching videos and the increasing time spent in smartphones and tablets. Despite this, there are difficulties in the novelty of the format, which affect the growth rate.
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The reasons for the growth problems are that mobile video is a relatively new format. Advertisers are not completely confident in the metrics and standards of video advertising evaluation. It is difficult for the customer to evaluate the success of the campaign. Additional difficulties are the uncertainty on the Internet as such, as well as in blockers of advertising notifications, with which you can turn off advertising.

However, research shows that mobile video consumption in the United States alone amounts to 105 million users who watch videos at least once a month. This is a 13.9% increase over the previous year. It is expected that the number of users by the end of 2015 will double.

Consumers more and more watch videos on mobile devices, which is why many advertisers consider buying video ads as the most valuable strategy as part of a campaign combining television and digital advertising.

Indeed, marketers have begun to include video ads in cross-channel campaigns. Given the interactivity of mobile touch screens, today the involvement in mobile video is very high and much more personalized than desktop.



BYYD • Mobile Advertising Platform