Mobile Video Goes CPG this Summer as Beverages, Snacks Dominate, followed by Eating Out and Moving-Related Purchases according to Positive Mobile's Q3 2016 Report

For years, digital (and mobile) marketers have dreamed of taking ad dollars from TV. Well according to data from Positive Mobile, this might just be happening.

Tel Aviv, Israel(15 Nov 2016)

With CPG now 49.9% of In-Feed mobile video ad impressions, up from 42.6% in Q2, 34.5% in Q1 and 16.5% in Q4 2015, In-Feed mobile video can take pride in proving its efficacy in the most research-driven product category and is ready to pull ad dollars from TV

Tel Aviv, Israel, November 15, 2016 – As the song goes, Summertime, and the living is easy, and indeed it was as Beverages, Snacks and Food Service grew, according to data from Q3 2016 generated by the campaigns run by Positive Mobile, the mobile video SSP. The ad impressions being analyzed are In-Feed mobile video ads which are video ad units that reside natively in the mobile feed.

"The significant data point in our Q3 report is that Consumer Packaged Goods (CPG) mobile video ads are crossing the tipping point at 49.9% of all In-Feed mobile video views, up from 42.6% in Q2, 34.5% in Q1 and 16.5% in Q4 2015," said Tzahi Stein, CEO & founder, Positive Mobile. "Digital video has been chasing TV, and these latest numbers show that we're starting to pull ad dollars from TV from CPG marketers – some of the most sophisticated advertisers with the largest campaign effectiveness research budgets."

To put these numbers into perspective, research from the Interactive Advertising Bureau (IAB) and PwC show that mobile video has experienced a 178% growth over the last six months, the largest percentage growth among all ad formats surveyed by the IAB.

Q3 results really mimicked the patterns of summer, particularly in the CPG ad category, with big increases in the Beverages sub-category (up from 37% in Q2 to 54% in Q3) and the Snacks sub-category (up from 3.8% in Q2 to 9.1% in Q3) while the Food sub-category decreased (from 15.1% in Q2 to 11.3% in Q3).

In the Retail ad category, the Food Service sub-category leaped from 30% in Q2 to 42% in Q3, a jump which helps explain the decrease in the Food sub-category (CPG) mentioned above, as people cook less in the summer. With summer the peak Back to School and moving season, we also saw an increase in the Consumer Electronics sub-category within Retail (up from 7.6% in Q2 to 13.8% in Q3) as shoppers purchased consumer electronic devices, like phones and laptops for school and appliances for their new homes.

Top Mobile Video Advertising Categories in Q3 2016

	Q3 2016 Share	Q2 2016 Share	Q1 2016 Share
Consumer Packaged Goods	49.9%	42.6%	34.5%
Retail	17.1%	18.3%	14.5%
Automotive	11.4%	10.3%	11.0%
Arts and Entertainment	6.4%	6.6%	8.5%
Telecommunications	4.2%	5.3%	3.5%
Financial Services	4.1%	5.3%	8.0%
Government and Politics	3.1%	3.6%	1.0%
Home Supplies	0.9%	0.3%	0.5%
Healthcare	0.8%	2.7%	6.0%
Technology	0.7%	0.8%	7.5%
Travel	0.7%	1.9%	1.0%
Education	0.5%	0.8%	0.5%
Cosmetics / Beauty	0.2%	1.5%	3.5%

 

Here's a link to charts with the Mobile Video Advertising Categories and leading Sub-categories in Q3 2016: http://positivemobile.com/pr/infographics_Q3_2016.pdf

Another trend Positive Mobile saw in Q3 is an increase in millennial-targeted campaigns. With Positive Mobile advertising integrated with Nielsen channels, marketers and agencies are able to access rich demographic data and layer demo targeting in order to optimize targeting and campaign ROI.

The data presented here is based on In-Feed mobile video campaigns, which unlike pre / mid / post-roll, don't run during video content. In-Feed mobile video ads are native placements like In-Content video, which deliver high-impact video experiences across all mobile devices.

With the CPG ad category, the leading In-Feed mobile video category in Q3 2016 according to Positive Mobile, the top sub-categories are: Beverages (54%) followed by Personal Care (13.4%), Food (11.3%), Snacks (9.1%) and Cleaning Products (4.8%).

In the Retail ad category, the second largest In-Feed mobile video category in Q3 2016 according to Positive Mobile, the top sub-category is Food Service (42%), up from #2 in Q2. Rounding out the top five sub-categories are: Home Improvement Retailers (25.9%), Consumer Electronics Retailers (13.8%), Mass Market Retailers (8.2%) and Apparel (Fashion) Retailers (4.1%).

Positive Mobile provides publishers with a full stack In-Feed mobile video solution based exclusively on proprietary patent-pending technology developed by the company. Through a data-driven technology solution which incorporates real-time impression and audience data, Positive Mobile offers a variety of In-Feed mobile video ad units to ensure that publishers benefit from higher eCPMs with premium branding demand. The company's technology provides advertisers with access to native, in-content HD quality mobile video ads which are fully compliant with all major industry standards including VAST and VPAID. Publishers just place a simple Javascript tag into their ad server. This technology supports both in-app and mobile web placements.

Here's a link to charts with the Mobile Video Advertising Categories and leading Sub-categories in Q3 2016: http://positivemobile.com/pr/infographics_Q3_2016.pdf

About Positive Mobile

Positive Mobile, a software company, is the leading mobile video SSP. The company develops native mobile video advertising technology solutions to empower publishers and engage users with brands in a premium video environment. Positive Mobile's suite of video ad formats creates video inventory at scale for premium publishers with full programmatic capabilities that can also be sold by the publisher's direct sales force. The company's technology provides clients with a full-stack mobile video advertising solution, internally developed with patent-pending technology supported by real-time analytics at the impression level and a data layer to better optimize campaigns for higher completion rates and greater viewability. Positive Mobile works with Tier 1 publishers and leading media agencies, trading desks, DSPs and video exchanges serving Fortune 500 advertisers from offices in New York, Tel Aviv and Buenos Aires. For more information, please visit www.positivemobile.com