"A key driver behind this is the growing dominance of social video platforms, especially the rise of mobile video consumption on platforms such as Snapchat and Facebook, plus the growing technological capabilities of mobile data through the growing uptake of 4G and 5G cellular networks. Publishers and advertisers are thus looking to capitalise on this shift in consumption by offering consumers video content compatible with such formats."
"The study, commissioned by Rubicon Project, entitled 'UK Mobile & Video Advertising Truths', found that media buyers and media sellers predict the growth in video ad spend is likely to come from new formats such as 360 video and VR. More than four-in-five (83 per cent) of UK buyers and 72 per cent of sellers also believe video advertising to be a more engaging consumer experience than that of traditional banners, according to the study."
Over 90 percent of media professionals expect video advertising to overtake static ads in media spend within five years, while 42 percent of media owners and 36 percent of media buyers forecast the shift within two years. A global spike in video consumption and rising mobile usage are accelerating the change, driven by social platforms like Snapchat and Facebook. Publishers and advertisers are offering mobile-compatible video content. Growth in video ad spend is expected from formats such as 360 video and VR, with 83 percent of buyers and 72 percent of sellers finding video more engaging than banners.
Read at The Drum
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