IBEF: June 23, 2021
According to a new report published on Tuesday, in India, mobile video viewers stands at 356 million, driven by rising number of users preferring video content over the last few years.
A report published by InMobi on State of Programmatic Mobile Video Advertising in India, highlights the shifting advertiser spends and the video performance as a format, as per the data assessed on its advertising platform between January 2020 and January 2021.
Ms. Vasuta Agarwal, Managing Director, Asia Pacific, said, “In the lockdown, there has been video emerged as a rising trend among consumers driven by increasing mobile video consumption and is expected to transform the advertising strategies of key leading brands.”
She added, “There is a great potential for growth for programmatic advertising across sectors due to the increasing amount of time spent in watching videos and rising engagement.”
The report stated that smartphones continue to quickly enter India's demography, and this has resulted in an increase of 194% in Mobile Video Advertisements.
With 62% of mobile users in India watch videos via their devices, there is a significant impact of the mobile video streaming on the growth of the market.
In-app video ad engagement hit the highest point registering an increase of 23% YoY in Click-Through Rate (CTR) and record an increase of 112% CTR, as compared to other formats.
According to the report, vertical videos ads registered an increase of 25% YoY in CTR as compared to an increase of 18% YoY in case of landscape video ads.
The CTR for vertical video ads registered a 4x growth, as compared to other formats.
Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.