AOL Survey Found 20% Of Ad Buyers Increased Their Mobile Video Spend In 2015

By Bree Brouwer • 11/25/2015 •

Mobile video advertising spend will reportedly hit $159 billion across the globe by 2018. And a new survey by AOL Platforms found ad buyers are already shifting more dollars to the mobile video format. In its “Crossing the Programmatic Buyer-Seller Divide” survey, AOL Platforms discovered 20% of ad buyers increased what they spent on mobile video advertising in 2015.

AOL polled 31 of the media company’s top publisher clients, as well as 18 partners who run demand-side platforms (which are systems to help ad buyers manage their ad exchange accounts). A solid 20% of these respondents increased mobile video spend in 2015. This figure ties in to previous AOL findings in its recent “State of the Video industry” report, which found mobile video spending had increased 18% across roughly 300 advertisers since 2014.

AOL’s survey respondents also said they considered viewability as the most important factor in the success of a video ad, with audience targeting coming in second. In its 2015 “State of the Video Industry” report, AOL found most ad buyers across the industry create video advertising campaigns with 50-100% viewability. In its “Buyer-Seller Divide” survey, AOL discovered the most common viewability rate seen by the media brand’s ad buyers and publishing partners was an average of 65-74%.