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BizReport : Mobile Marketing : December 19, 2016

3 Mobile video trends to watch

With mobile trending up as a shopping vehicle, experts are beginning to look at other areas that mobile might impact. Among those possibilities is mobile video. Here are 3 trends to watch in 2017.

by Kristina Knight

Today's Primetime

"Linear TV is a push medium, put onto the viewer, while on-demand TV and streaming content platforms like Netflix, Hulu, HBOGo and Amazon Video are more pull-based. Publishers are going to wake up to the fact that consumers will no longer accept content pushed upon them; we now live in choice-based, "pull" environment, where the user is in control. If you can't provide those choices, you simply won't survive in the new (media) world order," said Nikao Yang, EVP, Global Publishing Partnerships, AdColony.

Native, in-feed video

"The lustre on the "native advertising" star might have dimmed a bit this year, but native, in-feed video advertising is still going to be an important part of mobile advertising in 2017. Here's why: Mobile feeds are almost 100% vertical, and sometimes vertical video will work, but not all the time. Being able to insert autoplay video inside of a user's feed is a no-brainer; it will always work and it's the easiest way for a mobile publisher to start getting revenue instantly," said Yang.

Rewarded video

"Rewarded video has been used successfully by gaming companies, and not just for additional ad revenue; it also has been shown to increase in-app purchases and deepen user retention. In 2017, I believe we'll see non-gaming mobile publishers start to realize that it will work for them, too. And, because it is an opt-in experience, where consumers are choosing to view their ad, we believe the advertiser community will begin to see how rewarded video delivers greater long-term affinity for their brand," said Yang.

Tags: AdColony, mobile marketing, mobile trends, mobile video

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