Brand marketers might not be diving into mobile video advertising, yet, but they’re certainly wading in. That caution is well-founded since measurement and buy and sell side connections are still nascent.
But analysts anticipate growth: BI Intelligence, for instance, predicts compound annual growth rate (CAGR) of 73% for mobile video ad revenue between 2013-2018, compared to 15% CAGR for desktop video ad revenue.
As a result, mobile demand-side platforms (DSPs) like Adelphic Mobile predict surges in demand in the coming quarters. Although Adelphic works with a number of trading desks, it partnered with HAVAS trading desk Affiperf on a retail campaign that first went live in August.
Everyone is talking about measuring cross-screen audiences at scale, but capitalizing on the benefits of advanced targeting remains challenging, said Jenna Gino, VP and GM of Affiperf.
“There’s still a lot of compartmentalization of budget and strategy by channel,” Gino said. “With one retail client of ours, the goal was, ‘We need some level of true omnipresence’ where we had to make sure mobile was not siloed as a second screen.”
Easier said than done. Affiperf’s retail client operates brick and mortar stores and has an ecommerce presence. Mobile creates an additional customer touch point and raises questions around device type and at what frequency messages should be sent.
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