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BizReport : Advertising : February 06, 2015

Mobile traffic exploding, native video fund launched

Opera Mediaworks has launched the Native Video Fund. Brands like Adidas, General Motors, Lenovo and Walt Disney Studios have signed on to support the fund, which offers financial backing to create mobile video campaigns for premium, in-app native video.

by Kristina Knight

"Despite tremendous growth in mobile video advertising, there still is a huge opportunity for creative resonance -- especially in social and native environments with video. The Fund frees our ad partners to develop mobile-first creative, push the boundaries of what mobile video previously has been and show the world what it should be with very little risk," says Will Kassoy, CMO, Opera Mediaworks.

The first campaigns, which must be no more than 15 seconds long, will debut this quarter; the ads must be designed for use in in-feed, native video environments.

"Instead of just sitting around and waiting for change, we set out to solve the problem of video ads that don't work for consumers on mobile," says Mike Owen, EVP North American Sales, Opera Mediaworks. "We're thrilled to be joined by such an elite group of brands and agencies that are committed to shifting the way mobile creative is developed for native video advertising."

Meanwhile, the company is reporting that although traffic on Android mobile devices is growing at a faster clip, the highest mobile ad revenue continues to come in from Apple's iOS devices. The Opera Mediaworks State of Mobile Advertising report finds Android devices now account for about 63% of mobile traffic (Q4 2014) while Apple's iOS is delivering about 51% of mobile ad revenue.

Other interesting findings from the report include:

• 28% of mobile traffic is from social networks
• 21% of mobile revenue is from Music, Video & Media
• Games category traffic nearly tripled from 5% in 2013 to 14% in 2014 (QoQ)
• 44% of mobile impressions come from the US, 26% from Asia/Pacific and 12% from Europe

Image via Shutterstock

Tags: advertising trends, mobile advertising, mobile marketing, mobile video, native advertising, Opera Mediaworks

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