The accelerating growth of the Mobile Video Advertising
WapStart continues to expand its Mobile Video Adtech capabilities. Every month WapStart adds variety of the new publishers supplying quality mobile video inventory. The total capacity has increased to over 1 billion mobile video views monthly. Recent additions to the inventory include leading video platforms such as YouTube, LiveRail, SPB TV.
“We are focussing on video ads intentionally,” – said the head of business development at WapStart, Anastasia Grigorieva: «We recognized the great potential of the growth in the mobile video volume and effectiveness. That’s what interests our advertisers now and the interest will only grow in the future. Thus we have been adding programmatic tools to run video advertising at large scale that allow to achieve very effective results».
According to the research of Emarketer company the Europe Programmatic Video ad revenues will near 2 billion euros in 2020, and it will already reach €375 million in 2015. While Russia is also seen as a promising growth point.
In addition, the structure of the video advertising revenues should also change. This year, programmatic is expected to account for 16.8% of all video ad income in the region. In 2020, an estimated 51.4% of video ad revenues will be generated programmatically.
Mobile video advertising becomes interesting for several reasons. According to TNS Russia, 56% of mobile internet users are watching the online video from their mobile devices. Nielsen Norman Group found that users show a level of engagement in the mobile video viewing is 5 times greater than the industry average. And according to the WapStart’s research of nearly 1,000 people – users are increasingly paying more attention on this kind of advertising.
Thus, on the one hand the video on mobile devices is the preferred form of content for users. They focus on mobile advertising, and react positively to it. On the other hand, mobile platforms, such as WapStart, enable to run mobile video advertising programmatically with a high user engagement and conversions for the advertisers.
WapStart is the largest mobile advertising network in Russia and CIS. The company provides services to thousands of mobile websites and applications within local and international markets. Monthly WapStart audience reach is 40 million people and over 5 billion impressions. WapStart possesses advanced technologies of targeting and audience analysis, allowing to carry out advertising campaigns in mobile environment with high investment profitability.