Mobile advertisers are quickly warming up to playable video ads. The ads enable users to participate and experience part of the play according to the findings of AdColony‘s app install marketing survey.
According to the survey, 71 percent of advertisers find playable ads to be effective. Forty-five percent said that playable ads were what they are most excited about in 2017, however only 4 percent of ad budgets are currently going to playable ads. But just 31 percent of advertisers have found meaningful effectiveness so far with these ads. This result reveals that even though small, this particular ad space is very promising.
The survey also analysed different ad formats to determine those that were on a gradual rise and those whose popularity within the industry was waning. A few years ago when traditional media was the ruling format, super bowl suggested to many advertisers that they consider mobile video ads. This sparked a shift that has since then resulted in many advertisers shifting their ad budgets from traditional media to other ad formats that enable better reporting, tracking and the results are easy to measure. From the survey, 58 percent of advertisers say they are reducing their spending on TV ads. Sixty-eight percent are reducing spending on out-of-home ads, such as billboards. Seventy percent are reducing money spent on radio, and 70 percent are reducing money spent on print ads.
The top gunners in the ad campaign battle include video ads, which account for 50 percent of all campaign spending. Full-screen video is ranked as the most-effective ad format.
“Top advertisers understand that there’s nothing more powerful than sight, sound, and motion to captivate a consumer’s attention and drive quality installs,” said Brian Buskas, chief creative officer at AdColony, in a statement. “That’s why video accounts for three of the four most effective app install formats listed by advertisers, and it’s why video now accounts for 50 percent of their total advertising spend.”