Food Porn on steroids – 42% of mobile video ads run via Positive Mobile in Q1 2017 were from food and beverage marketers, including restaurants, who are taking advantage of the explosive growth of food videos on mobile in social media, apps and via content publishers
Research into the impact of touch screens on food stimulation supports the exponential growth of food video content today
Tel Aviv, Israel – A dominant trend in social and mobile video in the last 18 months has been food, proven by the exponential growth of mobile and social-dominant cross-platform food content plays like Buzzfeed’s Tasty, Tastemade and Time Inc.’s recently launched Well Done. Food and beverage marketers are taking advantage of this trend, running 42% of all In-Feed mobile video advertising on Positive Mobile’s platform in Q1 2017, a 70% increase from Q1 2016 (24%).
According to Professor Aradhna Krishna, the Dwight F. Benton Professor of Marketing at the University of Michigan, and a pioneer in the field of sensory marketing, sensory cues in food advertising can enhance consumers’ experience and increase purchase intent. Professor Krishna believes that evoking an imagined food smell through a visual cue increases the consumer’s desire for the food product as well as their subsequent consumption of that food product.
According to research conducted by Professor Krishna, experiencing these ‘visual cues’ through a mobile device also has an important impact. A series of studies suggest that when one sees a self-indulgent food on a touch screen, one has the automatic imagery (also called mental simulation) of reaching out and picking it up. The touch screen is consistent with this naturally occurring mental simulation and facilitates it—increasing the choice of hedonistic food (source: University of Michigan News).
“Mobile consumers are responding more and more to enticing food images, whether it’s the 500m monthly views Tasty achieved in only 15 months, or the strong share and performance of food and beverage advertisers working with Positive Mobile in Q1 2017,” said Tzahi Stein, CEO & founder, Positive Mobile. “As in-feed mobile video ads gains more trust from brand marketers, we see the big FMCG brands, specifically in the food category, increasing the budgets they allocate to in-feed.”
Other interesting trends seen in Positive Mobile’s Q1 2017 quarterly mobile video ad category report include:
• Arts & Entertainment: It was winter, so more people stayed at home to watch their favorite shows on TV or via streaming, as promos for video content dominated this category, which accounted for 13.1% of all video ads, the highest ever for Arts & Entertainment and the first time it exceeded 10%
• Healthcare: As we said, it was winter, so advertising for cold medications were up
• Toys, Retail: As one would expect, Retail and Toys both decreased from Q4 holiday shopping rush
Top Mobile Video Advertising Categories by Quarter
Category Q1 2017 Q4 2016 Q1 2016
CPG 45.6% 35.0% 34.5%
Retail 15.4% 17.1% 14.5%
Arts & Entertainment 13.1% 8.2% 8.5%
Automotive 8.1% 7.6% 11.0%
Financial Services 4.8% 3.1% 8.0%
Healthcare 3.9% 1.5% 6.0%
Telecommunications 3.7% 10.7% 3.5%
Travel 2.1% 2.4% 1.0%
Technology 1.8% 1.5% 7.5%
Cosmetics/Beauty 0.7% 3.1% 3.5%
Government and Politics 0.6% 4.3% 1.0%
Education 0.1% 0.4% 0.5%
Toys — 5.1% —
Here’s a link to the charts / graphics with Positive Mobile’s Q1 2017 Index:
http://www.positivemobile.com/
The most notable trend in this year’s report, as noted above, is the strength of food and beverage advertising, which accounted for 42% of all advertising. In the CPG ad category, the top three sub-categories were Food (32.2%), Beverages (26.2%) and Snacks (12.3%), comprising 70.7% of the leading CPG category. In the Retail category, Food Service was the leading sub-category (62.8%). Together, Food and Beverage resulted in 42% of all In-Feed (Outstream) mobile video ads run by Positive Mobile in Q1 2017.
Positive Mobile provides publishers with a full stack In-Feed mobile video solution based exclusively on provisionally patented 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 In-Feed mobile video ad 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 both in-app and mobile web placements.
Here’s a link to the charts / graphics with Positive Mobile’s Q1 2017 Index:
http://www.positivemobile.com/
About Positive Mobile
Positive Mobile is the leading mobile video SSP. The company develops native mobile video advertising software technology solutions to empower publishers and engage users with brands in a premium video environment. Positive Mobile’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. The company’s technology provides clients with a full-stack mobile video advertising solution, internally developed with 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. Positive Mobile works with Tier 1 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.
