A majority of marketers (85%) plan to increase their video ad investments in 2018, according to research by mobile advertising platform, YouAppi.
According to the CMO Mobile Marketing Guide, video marketing plans increased 10% from 2017.
Three-quarters of respondents consider video to a very important part of the consumer journey. 71% consider it vital for acquisition whilst 65% stated it was important for awareness, 56% for engagement, 40% for re-engagement and 31% for segmentation.
The report also highlights the multi-channel use of video. Indeed, social media came out at 61% – an increase of 13 points year-on-year. Other channels such as in-app video (42%), brand video ads (45%) and mobile web (42%) also increased.
Meanwhile, rewarded video ads remained at a similar rate. A third of respondents said they planned to use it in the coming years.
Most marketers now recognise the importance of video adverts with those not planning to use it shrinking by four points from 2017.
“The results of our annual survey highlight a growing trend for marketers to meet consumers where they are, and that is with video,” explained Moshe Vaknin, CEO of YouAppi. “What is particularly exciting is the impact of video in every part of the customer journey – from user acquisition to engagement, segmentation, awareness and re-engagement. Marketers cited user acquisition and re-engagement as top priorities in the coming year, and video is one of the most effective resources for attracting the right customers and keeping them engaged.”
However, there are challenges with video advertising. For example, fraud is still a top concern with 48% of marketers stating their concern about it. That’s a 15 point increase from 2017.
Other difficulties and issues include effective measurement (45%), difficulty in targeting (26%), and a lack of visibility to monitor views (23%).
Almost half of marketers wish to employ machine learning techniques to integrate into their customer journey in 2018 and over a third (36%) want to use AI this year.
Mobile payments (27%), chat bots (24%), augmented reality (21%) and virtual reality (15%) are also in the cards.