Making its debut in the video ad space just two years ago, InMobi is already expecting video ads to be one of the companies’ strongest verticals within a few years’ time. The giant ad tech firm has already seen video ad consumption more than triple last year in India, and is expecting a 25%-30% growth in ad revenue this year.
“Video advertising will be a big focus for us since we expect video consumption to go through the roof. Last year, we saw 2x increase in video ad consumption globally and in India this number was higher than 3x,” said Vasuta Agarwal, VP & GM (India) at InMobi.
Speaking about the company’s strategy for video advertising, Agarwal said that the focus would be on creating innovative ad formats for their advertising partners, as well as building measurement and performance transparency through tie-ups with third party companies.
Currently InMobi works with DoubleVerify, Integral Ad Science and MOAT as third party firms that help verify viewability of video ads on the company’s platform. In addition, InMobi has partnered with ComScore and Nielsen for the audience verification metrics.
“We are looking at how we can disrupt the ad experience and make it more engaging and immersive for users. A lot of the products we will be releasing in the coming months will be about innovation of the video ad format. Increasingly, our partners and advertisers are looking for more metrics on video apart from completion rate. A lot of our focus is on how we can tie up with third party measurement firms so that our advertisers don’t have to just trust our numbers when it comes to viewability or audience verification,” she said.
Video advertising is expected to be the fastest-growing growing ad format across the globe in a few years. A 2016 eMarketer study said US digital video advertising would grow in double digits annually, far more than TV.