Thursday, May 7, 2015, 10:42 AM ET|Posted by Will Richmond
Mobile video advertising is red-hot. According to Opera Mediaworks' new State of Mobile Advertising report, mobile video ad impressions in its network rose to 12.8% of all its impressions in Q1 '15, up from just 2.5% of all its impressions in Q1 '14. Mobile video advertising is also much more profitable than other formats, accounting for 55% of revenue delivered to publishers in Opera's ad network.
Opera said that the popularity of mobile video ads is growing across many brand verticals. Movie & TV Entertainment is the top category, accounting for more than a quarter of all mobile video ad impressions and almost 30% of revenue, with Food & Drink in second, with approximately 17% of both impression and revenue share. Automotive was in third place with approximately 12% impression and revenue share.
Among mobile operating systems, iOS was the clear leader for mobile video ads. iOS devices drove 63% share of mobile video ad revenue and 57% of all completions (with an 87% completion rate) compared to 36% share of mobile video ad revenue and 53% of all completions (with an 77% completion rate) for Android.
The U.S. topped the list of 25 countries tracked in terms of mobile video ad viewership, with an index 2.5 times higher than its proportionate share of all mobile users. Canada, the U.K. and Australia all followed, also indexing at 2x or higher their proportionate share.
Opera positions itself as the largest independent mobile ad platform in the world. In a recent conversation I had with Will Kassoy, Opera's CMO and former CEO of AdColony, which Opera acquired last July, Will said 50% of mobile video ads are now by brand advertisers and 50% promote mobile app installs. Will said the biggest trend in mobile video advertising is the shift from ads in mobile web to ads in apps. He highlighted Vessel, Reuters TV and Snapchat Discover as examples of leading edge mobile video apps.
Opera also recently announced Opera Select, a private premium programmatic mobile video ad exchange. Will said the company is now also licensing its technology to large publishers such as USA Today, that want to run their own private networks. The company is also helping brands develop 15-second native mobile video ads.
The full report can be downloaded here.
(Note: At the VideoNuze Online Video Ad Summit on June 16th, there will be a mobile video ad session featuring executives from Viacom, Reuters TV, Beachfront Media and others. Register now and save!)
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