Local retail advertising is experiencing strong growth as more retailers and car dealerships target at the local level
Tel Aviv, Israel – As spring turned into summer, outstream mobile video advertising saw growth in Home Improvement (Retail), Government and Politics and Consumer Packaged Goods (CPG), led by pre-Olympic campaigns.
Beyond the growth in Home Improvement, a trend Positive Mobile, the leading mobile video SSP, has been following since their first quarterly report for Q4 2015, is the growth of local retail advertising. This significant growth in local retail advertising is led by national retailers targeting local markets – states and other geographical areas, most notably local car dealer groups – as well as regional and local advertisers.
“As outstream mobile video advertising becomes more mainstream, local and regional advertisers as well as national retail advertisers from various sectors looking for localized targeting have significantly increased their use of outstream mobile video via Positive Mobile,” said Tzahi Stein, CEO & founder, Positive Mobile.
With springtime known as home improvement season, Home Improvement increased its share of the Retail Category from 15.5% in Q1 to 35.3% in Q2. And as the presidential race heated up leading up to the Republican and Democratic conventions this summer, the Government and Politics category increased from 1% in Q1 to 3.6% in Q2. We’ll find out in the fall if the Trump and Clinton campaigns effectively use locally targeted mobile outstream video leading up to November’s elections. We expect Q3 political budgets to be high and reach a double digit percentage of overall mobile video spend,
Another trend seen in Positive Mobile’s 2016 Outstream Mobile Video Report is the growth in CPG advertising from 34.5% of all mobile video ads in Q1 to 42.6% in Q2. This trend was undoubtedly driven by the coming Olympic Games, with several Olympic sponsors among the leading advertisers during Q2 2016.
Top Mobile Video Advertising Categories in Q2 2016
| Category | Q2 2016 Share | Q1 2016 Share |
|---|---|---|
| CPG | 42.6% | 34.5% |
| Retail | 18.3% | 14.5% |
| Automotive | 10.3% | 11% |
| Arts & Entertainment | 6.6% | 8.5% |
| Financial Services | 5.3% | 8% |
| Telecommunications | 5.3% | 3.5% |
| Government & Politics | 3.6% | 3.6% |
| Healthcare | 2.7% | 6% |
| Travel | 1.9% | 1% |
| Cosmetics / Beauty | 1.5% | 3.5% |
| Education | 0.8% | 0.5% |
| Technology | 0.8% | 7.5% |
| Home Supplies | 0.1% | 0.5% |
Here’s a link to charts with the Mobile Video Advertising Categories and leading Sub-categories:
https://positivemobile.com/pr/infographics_Q2_2016.pdf
The data presented here is based on outstream mobile video ad campaigns, which unlike pre / mid / post-roll, don’t run during video content. Outstream ads are native like, in-feed video placements which run in-content on mobile websites and in apps.
Breaking down Consumer Packaged Goods, the leading outstream mobile video advertising category in Q2 2016 according to Positive Mobile were the following sub-categories: Beverages (37%) followed by Personal Care (19.8%), Food (15.1%) Cleaning Products (9.8%) and Pet Care (8.3%).
Breaking down Retail, the #2 category of outstream mobile video advertising according to Positive Mobile, found Home Improvement (35.3%) at the top of this category. Rounding out the top-5 were Food Service (30.0%), Mass Market Retailers (10.8%), Consumer Electronics (7.6%) and Fashion (4.2%).
Positive Mobile provides publishers with a full stack outstream mobile video solution based exclusively on proprietary patent-pending technology developed by the company. Through a data-driven technology solution which incorporates real-time impression and audience data, Positive Mobile offers a variety of mobile outstream units to ensure that publishers benefit from higher eCPMs with premium branding demand. The company’s technology provides advertisers with access to native, in-content HD quality mobile video ads which are fully compliant with all major industry standards including VAST and VPAID. Publishers just place a simple Javascript tag into their ad server. This technology supports in-app and the mobile web.
Here’s a link to charts with the Mobile Video Advertising Categories and leading Sub-categories:
https://positivemobile.com/pr/infographics_Q2_2016.pdf
About Positive Mobile
Positive Mobile, a software company, is the leading mobile video SSP, develops native mobile video advertising technology solutions to empower publishers and engage users with brands in a premium video environment. The company’s suite of video ad formats creates video inventory at scale for premium publishers with full programmatic capabilities that can also be sold by the publisher’s direct sales force. Positive Mobile’s technology provides clients with a full-stack mobile video advertising solution, internally developed with patent-pending technology supported by real-time analytics at the impression level and a data layer to better optimize campaigns for higher completion rates and greater viewability. The company works with tier one publishers and leading media agencies, trading desks, DSPs and video exchanges serving Fortune 500 advertisers from offices in New York, Tel Aviv and Buenos Aires. For more information, please visit www.positivemobile.com
