Australian advertisers are getting mobile video all wrong
In August 2017, less than 2% of mobile in-app video ads viewed by Australian audiences were produced in vertical orientation, and that’s just the tip of the iceberg that is the advertising industry’s failure to get mobile video right, writes InMobi’s Anne Frisbie.
Video drives the biggest engagement with consumers, but many Australian advertisers don’t have a strong strategy for mobile and are often not reaching the full potential of the small screen medium.
This trend is troubling but it’s not confined to Australia. Even in North America I see advertisers leaping ahead before considering the nuances of mobile. This is disconcerting since huge numbers of consumers view videos on mobile devices and spend a majority of their time in-app (85%+), instead of on the mobile web (15% or less). With so much up-side to delivering the right mobile experience, these oversights are surprisingly common.
Of course, some of these issues are historic. The effectiveness of mobile video is often undermined by the fact that video ad tech was built for browser-based experiences not in-app experiences.
