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BizReport : Advertising : May 09, 2016


Reports: Video interest continues to rise

Two new reports - from Yahoo and Positive Mobile - underscore the importance of video content in both the online and mobile spaces.

by Kristina Knight

First, Yahoo released new data at their Newfront event showing an increase in video consumption and video advertising. According to company information video ad spending increased by more than 60% for Yahoo. Some of that ad spend can be attributed to Yahoo's growing in-house programming options, including Yahoo Finance, Lifestyle and News.

Meanwhile, Positive Mobile's new report indicates that the top mobile video ad categories (Q1 2016) included CPG (34% share), Retail (14% share) and Auto (11% share). Digging a little deeper into the CPG and Retail categories, researchers found that Beverages (32% share) and Cleaning Products (21% share) led in CPG while Foodservice (45% share) and Home Improvement (15% share) led in retail.

"With Q4 holidays behind us, CPGs soared in Q1, undoubtedly driven by the Super Bowl because Beer and Snack Foods accounted for nearly 40% of the CPG category," said Positive Mobile CEO & founder Tzahi Stein. "We also saw strong increases in Health Care and Financial Services and within the Retail Category, in the Foodservice and Home Improvement Sub-categories in Q1. With Q4 results (insert link to Q4 press release), I noted that mobile payments needed to catch on for this category to grow, and we indeed saw more campaigns from mobile payment and FinTech in Q1. As for health care, being in the middle of winter contributed to an increase of ads for OTC cold medication."

Tags: advertising, mobile marketing, Positive Mobile, video ad trends, video ads, video advertising, Yahoo










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