Why are advertisers embracing mobile video?
And what challenges remain to be solved before wider adoption is seen?
Mobile video is used by 44% of marketers to increase brand awareness, and 34% use it to engage with more targeted audiences, per April research conducted by Teads. Even with the heightened interest in and spending on mobile video, many brands admit that challenges remain. 29% of advertisers identify the shorter attention spans of consumers on the channel as a challenge, and 28% are concerned about viewability on mobile and its limited screen size.
These results match with the findings of earlier December 2015 research from Trusted Media Brands and Advertiser Perceptions, which noted that US media decision-makers liked the format as a tool for boosting brand awareness and improving engagement.