Mobile advertising hit $5.3 billion total for the first half of 2014, up 76% from $3 billion for the same period a year ago. Programmatic buying is also playing a role in driving the spending increase. Mobile accounts for 44% of all U.S. programmatic display ad spending, or $4.44 billion, and will reach 56% next year, eMarketer has said.
Plenty of room for video to keep growing. Streaming video comprises only 6% of the digital ad pie, which checked in at $23.1 billion for the first half of the year.
Meanwhile, Adobe reported a 43% increased in global online video starts in the second quarter, which saw 38.2 billion starts thanks mostly to the 2014 World Cup live webcasts. About 26% of those starts took place on mobile devices.
Consumers don’t always finish the videos they start on mobile screens, though. Fewer than 17% of mobile videos were viewed to 75% completion. Videos viewed on desktops were three times more likely to hit the 75% completion mark.
For the sector to continue to grow, “we need to coalesce around standards, conduct in-depth research, and examine what works and why in digital-video advertising — all of which are part of the plan for the Video Center [at IAB],” a director at the bureau, Anna Bager was quoted as saying.2 karma points