Mobile advertising platform InMobi has found that 56 per cent of digital ads are never seen by users, and that 46 per cent of video ad impressions are simply not viewable. In a study done in association with the Mobile Marketing Association (MMA), titled Brand Marketers’ Guide to Viewability, it reports that while mobile video accounts for almost 50 per cent of ad spends and the majority of advertisers will likely hike spending on it, slow loading speeds and varying screen sizes affect viewability.
It recommends including native in-app mobile videos so that there is no trade-off between media performance and ease of viewing. That would result in uninterrupted user experience and higher video completion rates. It also suggest using ad serving templates designed for mobile video, instead of adapting desktop-first technology.
