As video is becoming the most viewed format on mobile devices, video ad spend is predicted to be largely programmatic (77%) in 2019. Almost 80% of all programmatic ad expenditure will be attributed to mobile compared to desktop.
Now, video marketing platform, Innovid, has just rolled out new solutions to help mobile advertisers measure the scale of their in-app video viewability and offer personalization support.
Together with SDK providers Fyber, InMobi and MoPub, the company is looking to boost transparency and performance across its VAST inventory for in-app mobile ads. In return, marketers should be able to measure and engage in-app audiences more effectively.
Innovid says that it has been looking to support viewability in light of the increased difficulty to reach audiences effectively on smartphones.
“2018 is an inflection point for mobile video – advertisers are aware they cannot effectively reach certain audiences without being in-app, but up to this point, the lack of measurement and engaging formats has been a roadblock,” explained Michael Tuminello, VP of Solutions and Partnerships, Innovid.
By launching standardized in-app viewability and standardized formats for mobile video ads, the issue should be addressed more effectively.
“We are partnering with some of the largest and most innovative mobile advertising companies to kick start what we hope will be an industry-wide effort to support transparency and engagement at scale for mobile video,” Tuminello adds.
VAST inventory has previously not supported viewability measurements, interactive as well as dynamic components. The newly launched VAST tags will be compatible with some of the top viewability providers and the Open SDK initiative.
Roni Anavi-Fass, VP Product, Fyber, which has partnered on the effort, adds:
“Our new VAMP platform takes support for mobile video in programmatic to the next level. We have already launched support for mobile-first VPAID but also wanted to add improvements for the core VAST format, which is widely used today and expected to further develop.”
“With VAST, app developers and in-app video specialists can pre-cache video ads, which creates a seamless experience for users and delivers smooth, buffer-free video ads instantaneously. It also allows advertisers to engage users and provides them with a more efficient way to measure viewability for ads,” said Anne Frisbie, SVP Global Brand and Programmatic at InMobi.