There are two prominent consumer trends worth noting in the UK:
1.) Digital video viewing is one of the top online activities among UK internet users.
2.) Nearly half of these video viewers are watching video on their mobile devices; both according to eMarketer.
The most sophisticated advertisers follow their consumers and it’s clear that consumers are flocking to mobile devices to watch video. This presents a tremendous opportunity for advertisers to reach their audiences wherever they are.
Despite its growth among consumers, mobile advertising still faces challenges that prohibit its full potential for video advertisers. It’s well known that there is a lack of industry standards around measurement and targeting tools to validate mobile video ads. While these factors will not seriously undermine its long-term growth, it is timely that by this time next year, advertisers can expect to see sophisticated mobile solutions available in the market.
Specifically we’ll see continued advancements around GEO targeting capabilities and device ID mapping, which will lend a hand in solving the cross-screen targeting and measurement dilemma. As a result, we can expect 2015 to be a big year for moving the needle forward in cross-screen video advertising as well.
Andy Mitchell, European MD, BrightRoll
Originally posted Fourth Source 15 December 2014