Major video growth, brand activity, and more: insights from Twitter’s mobile ad exchange

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Growth in availability of engaging video ad formats and nice mobile video supply preserve to make in app video a magnificent channel for both functionality and brand buyers. We looked at the week premiere up to December 25 — advertisers’ last chance for an incredible push before Christmas — and saw a huge augment in video spend at the present from 2018 to 2019. In specific, user initiated video ads saw over 250% growth in ad spend, indicating that brand buyers may ultimately be on their way to embracing these forms of ads as a viable marketing solution. On MoPub, we see these kinds of video ads providing an ordinary 93% final touch rate due to the fact users are making the choice to watch. Ad spend on our mobile trade ramped through the Thanksgiving holiday to a clear spike on Black Friday.

This was followed by a long period of sustained undertaking through December 28. Advertisers made it some extent to capitalize on the ever growing to be popularity of Black Friday and Cyber Monday, which ensue following Thanksgiving in the USA; we saw a huge amount of buying exercise concentrated on the Thanksgiving holiday weekend. Surprisingly, the head three days for break ad spending on our exchange all occurred in November. As shown below, we also saw cloth increases in spend on each successive Saturday in December, peaking on December 21. During much of the year, MoPub sees a approximately 2:1 ratio of performance app install spend vs. more brand based goals.

During the break period we saw this shift to a roughly 50/50 split as brands larger their investment in mobile campaigns during this critical time. This higher endeavor from brands and their buying partners can be seen illustrated below as a good change in share of voice SOV of brand vs. functionality spend on MoPub’s mobile ad exchange. While spend levels were high in Q4 across the board, functionality buyers’ total share of spend across MoPub’s exchange reduced due to greater spend from brand advertisers. It’s no surprise that mobile gadgets remain prominent as holiday gifts, and we saw this reflected on our exchange.

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MoPub saw over a million new iPhone 11 and 12 devices on our trade from December 24 31. While December 26 is known as Boxing Day in lots of parts of the realm, it can be better labelled as “unboxing day” — we saw a transparent spike in new mobile device activations starting at 10am EST on December 26. With break excursion and travel offering the best time to for people to spend time on their new instruments, advertisers should be cautious not to view Christmas Day as the end of Q4; although major gift purchasing may be over, mobile screentime is probably going to be on the upward thrust as people enjoy their new instruments.