Hotmob, the mobile advertising marketplace in Asia, has just rolled out a Video First View Ad Network that curates mobile and web inventory in order to comply with brand safety standards and boost viewable impressions.
With smartphone users more engaged with video content than ever before, banner ads and more static formats may be seen as an outdated format. According to Google research, 98% of 18-34 year-olds are less distracted when watching videos on their phones.
Mobile video advertising has enabled brands to project in-depth messages and the high visibility of video ads has led to higher CPMs. That of course means that publishers have benefitted too and made more of their content available for digital marketers.
In addition, mobile video is a rapidly growing format. According to eMarketer, US digital video spend is projected to reach $8.66 billion this year – a 40% growth from 2016.
Johnny Wong, CEO at Hotmob, explains that advertisers are demanding premium video inventory “with emphasis on ad position, editorial quality of the platform and viewability.” He adds:
“Video First View Ad Network provides brand-safe environments where brands’ video ads will only appear on mobile apps or web platforms with appropriate content that are highly targeted to quality local smartphone users.”
What powers Video First View is Hotmob’s video technology that promises to deliver higher visibility for campaigns. When a user opens an app or mobile web page, the ad appears. It remains visible for at least three seconds to achieve a 100% visibility rate according to Media Rating Council guidelines.