​Mobile video is exploding in many ways, with six-second Vines and 15-second Instagrams taking off with brands and Facebook opening up its video capabilities.

But when it comes to advertisers, the world of mobile video is still a grey area.

According to a new report by eMarketer, the choices of six seconds, 15 seconds, 30-second spots, GIFs or full-on produced videos are daunting to those looking to invest in the format. Not to mention videos can be measured by impressions, engagement, pure views, etc.

“There’s still some inconsistency with the ad formats for mobile video,” said eMarketer analyst Jeremy Kressmann. “There’s in-stream video working off publishers’ native players; there’s interstitials that pop up; there’s in-app, in-game video; interactive video; in banner and in-feed video. It’s confusing on the ad-buyer side trying to figure out what they’re buying and how to get scale.”

Mobile video is also growing so fast, advertisers can’t seem to keep up.

According to eMarketer, mobile video is one of the fastest growing segments of digital advertising, with a 70 percent increase of revenue this year. The report also says that ad spending for mobile video will increase another 50 percent in 2016, pushing revenue up to $3.94 billion (though ad spending on TV still dominates ad budgets with $70.6 billion).

YouTube is changing its formats to lure more advertisers to its platform, and Facebook, Twitter, Instagram and Pinterest are constantly developing new ways to get brands involve with video. Facebook is even partnering with top video brands to give advertisers experienced video talent from groups like Maker Studios and Fullscreen.

But uniformity across these platforms still isn’t quite there, with different video formats and styles being ideal for each one, as well as video measurement.

Read more at Adweek.

Brief Take: Measurement for brand campaigns isn’t just a mobile video problem, but with the formats evolving so quickly, they have to keep up with advertisers’ concerns so the ad dollars keep rolling in.

Tags:


  Save as PDF