In-feed mobile video adverts are proving their worth

Anne Freier

In Mobile Advertising

November 16, 2016

positive mobile
Positive Mobile, the mobile video SSP, has just presented some new data which analyses ad impressions across in-feed mobile video adverts.
According to the results, Consumer Packaged Goods (CPG) mobile video adverts have reached almost 50% in in-feed mobile video views this quarter, up from 42.6% in the second quarter and 34.5% during Q1 2016.
Tzahi Stein, CEO & Founder, Positive Mobile, says:
tzahi stein
“Digital video has been chasing TV, and these latest numbers show that we’re starting to pull ad dollars from TV from CPG marketers – some of the most sophisticated advertisers with the largest campaign effectiveness research budgets.”
Indeed, numbers by the IAB and PwC show that mobile video noted some tremendous growth of 178% over the last six month.
The Q3 results do portray summer patterns within the beverages sub-categories, according to Positive Mobile. These were up from 37% in the second quarter to 54%. The snacks category grew to 9.1% in Q3 2016, whilst food subcategory dropped slightly from 15.1% in Q2 to 11.3% in Q3.
CPG approaches mobile video tipping point
positive mobile
Source: positivemobile.com
Consumer electronics noted a hike from 7.6% in Q2 to 13.8% in Q3 as shoppers purchased more electronic devices.
Positive Mobile also found that advertisers targeted millennials more heavily during the third quarter.
According to overall CPG ad categories, the leading in-feed mobile video subcategories are Beverages (54%) followed by Personal Care (13.4%), Food (11.3%), Snacks (9.1%) and Cleaning Products (4.8%).
Snacks and Beverage categories CPG
positive moile
Source: positivemobile.com