InMobi recently confirmed to MMW new partnerships with leading demand-side-platforms (DSPs) Adelphic, AppNexus, The Trade Desk, TubeMogul, AudienceScience and Turn to scale high engagement mobile video ad formats across in-app programmatic inventory.
“With these partnerships in place,” an email to MMW explains, “brand advertisers are now able to leverage mobile-first full-screen, auto-play, HD video on the InMobi Exchange, the company’s programmatic marketplace.”
The InMobi Exchange, powered by Rubicon Project, offers programmatic buyers video ad formats across 22,000 transparent apps, bringing to market the most extensive and diverse set of engaging mobile ad experiences.
According to eMarketer, spending on programmatic video will account for 65% of the total U.S. digital media dollars by 2017, or $7.43 Billion.
Advertisers’growing preference for immersive video-centric ad formats – including vertical and 360 – on mobile programmatic campaigns is consistent with recent media consumption trends. eMarketer reports, one in three consumers watch video on their mobile devices, which means watching video on mobile is already more common than using devices to listen to music.
“Mobile is fast becoming the favorite – not the second – screen for consuming video content,” said Anne Frisbie, Senior Vice President of Brand and Programmatic at InMobi. “It is great to see that major programmatic buying platforms now support mobile-first video so that advertisers can powerfully reach consumers where they are.”