Mobile video campaigns on the rise: latest Videology report

By AdNews | 2 September 2015

Mobile video campaigns are booming, according to the latest quarterly Videology report, which shows the medium is continuing to close the gap on desktop as the dominant second screen.

The video ad platform - which operates over half of the programmatic video ads in Australia - found video campaigns are up 40% compared to the first quarter of the year, and mobile campaigns have risen three-fold.

The review of 290 advertisers and about 900 campaigns revealed 38% of all campaigns now have an interactive component and about 80% of advertisers prioritised view through rate as the key measure of effectiveness for video campaigns.

About a quarter of all campaigns fell into the fast-moving consumer goods catergory, followed by automotive and health and beauty.

Viewability continues to be a key issues, with an increase in publishers becoming VPAID compliant since the start of the year as a consequence of market pressures to measure viewability.

Shorter spots are dominating, with 15 second creative accounting for 76% of all video impressions and longer spots continuing to decline.

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