Mobile video challenges hold back advertisers

In the US, spending on mobile video advertising will grow more than 70 per cent to reach US$2.62bn in 2015—over one-third of the estimated $7.77bn to be spent on digital video ads. But it still underperforms as a share of digital video spending in comparison with desktop. By 2019, eMarketer estimates, mobile’s share of total digital video ad dollars will reach 47.7 per cent; however, at the same time, mobile ad spend overall will reach 72.2 per cent of total digital ad spending.

“Mobile video ad spend is experiencing rapid growth, thanks to larger audiences of video viewers and growing time spent on smartphones and tablets,” said Jeremy Kressmann, analyst at eMarketer and author of the report. “But challenges with the format are causing growing pains for the industry.”


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