In this Q4’15 infographic, ever-evolving consumers’ video behaviors took center stage. We examined how ad buyers are adjusting their response to improve their ability to catch the right viewer at the right time, and how ad sellers are capitalizing on these consumption changes to better monetize their inventory. Where consumers go, the video marketplace follows.
Ad calls to our buyer platform continue to grow, underscoring an increase in video consumption. The continued growth in ad calls is driven by an increase in mobile video viewing while desktop viewing is flat to down. This has enabled sellers to aggressively increase monetization of mobile inventory.
Among buyers, adoption of more sophisticated ad-serving tools surges. Building upon findings from last quarter, the volume of behaviorally targeted and cross-screen campaigns has grown significantly, demonstrating that buyers are better aligning their ad-serving strategies to consumers’ viewing behavior.
And as consumers switch across devices, they are selective about what they view on each screen. More involved content — like home improvement videos — is prominent on computers with snackable content skewing towards mobile. Naturally, we see buyers reacting: valuing certain content types higher on the screens viewers use.
This consumer action/buyer reaction pattern defines the advertising ecosystem.
Looking ahead to our Q1 2016 and our next Programmatic Video Insights, we expect to see a surge in video views, a halo effect to the live viewing of major TV events like the Super Bowl, awards season, and of course the ongoing presidential race, denoting yet again the synergistic nature of live viewing and digital viewing experiences.