Mary Meeker’s recent report on internet trends shows a 55% growth in smartphone usage in India, making it the second largest market globally. Parallely, InMobi saw a 150% growth in video ad plays on mobile in India in the first half of 2016. This clearly indicates the adoption of mobile as the primary device when it comes to video consumption.
In light of this, global mobile advertising, and discovery platform InMobi has launched a suite of advanced video formats. The aim is to help advertisers to deliver highly engaging mobile marketing campaigns. According to the official statement, “With full-screen formats and HD quality videos, advertisers will now be able to offer a TV-like experience to users.”
“The hurried Indian today is likely to watch more mobile video ads as compared to TV advertisements. Brands now have a unique opportunity to leverage InMobi’s advanced video ad formats to reach mobile consumers more effectively and maximize brand engagement” said Vasuta Agarwal, VP, and GM, India, InMobi.
New Additions, New Uses
The new formats added to the platform are:
Vertical Videos: Vertical video is a format that renders in the portrait mode with 9:16 aspect ratio on mobile phones. As observed by Snapchat, with nine times the viewing completion rate when compared to horizontal video, Vertical Video is establishing itself as the more natural format for mobile users.
Also, InMobi research shows that 85% of the total app installs in India are all portrait locked. The new format will help advertisers associated with InMobi to help advertisers rebuild already existing creatives (landscape videos) to vertical video format while keeping the core message intact.
Interactive Videos: Short form brand videos with interactive rich-end cards which increase engagement by 2X compared to videos without end card.
360 Degree Videos: These video ads offer an immersive and interactive experience for the user.
Opt-In Videos: 15-30 second non-skippable video ads that play at natural break points in the app interaction after a user opts in.
In-Stream Videos: Pre-roll and mid-roll video ads that autoplay seamlessly within video content.
“We are extremely pleased that we chose to partner with InMobi to share our brand message with users through mobile-video ads. InMobi delivered extraordinary results with close to 4 million completed video views and 35000+ app downloads. We look forward to working with InMobi in future, as their advanced video-ad platform is poised to help Indian advertisers expand their reach and narrate their brand’s story through a hyper-engaging, mobile-first format: video,” says Ankur Malhotra, AVP Online Marketing, PayTM.
In 2015, InMobi also launched Miip, an ad discovery platform which creates a discovery zone for consumers within their favourite apps as they switch between different apps. The platform presents a curated collection of product feeds, apps and related content based on consumers’ buying and viewing patterns.
InMobi enables consumers to discover new products and services by providing contextual and personalised ad experiences on mobile devices. Recognised by Fast Company as one amongst the Most Innovative Companies in the world for 2016, InMobi reaches over 1.5+ Bn unique mobile devices worldwide.