Source Positive Mobile
Location-based mobile video advertising was a key mobile advertising trend in 2016, increasing from 5% mid-year to 17%, according to new insights from Positive Mobile, based on its mobile video SSP.
The upward trend is supported by research from BIA/Kelsey which published findings which support the view that local video targeting will increase by $5bn from $32.6bn in 2016 to $37.6bn by 2021.
Tzahi Stein, CEO & founder, Positive Mobile, explains:
“From local car dealer and retail ads to ads for congressional candidates leading up to Election Day, we’ve seen exponential growth in location-basedmobile video ads. Thanks to our integration with Nielsen channels, we’re able to integrate rich demographic data and layer demo targeting in order to power this location-based mobile video advertising trend.”
The Positive Mobile report also highlights which mobile video ad category performed the best. Political adverts peaked during the last quarter 2016, boosted by location-targeted campaign ads and decreased subsequently.
Meanwhile travel ads peaked during Q2 and Q4 whilst CPG adverts grew from Q1 and peaked in Q3. Home Improvement ads were dominant during Q2 (see image above).
Events such as the Super Bowl, the Olympics and Holiday season ensured that the CPG category topped all others. By sub-category, beverages outperformed food, followed by personal products, pet, cleaning, snacks etc. Surprisingly, fashion ranked last.
Retail mobile video advertising tends to vary a lot by season with Consumer Electronics seeing the biggest boost during Q4 (Holiday season) and Q3 (back-to-school).