In the first half of 2016, global mobile video ad consumption surged by 122%, with the USA and China as the leading consumers. Video ads achieved significantly higher user engagement compared to traditional formats, particularly in the gaming, retail, and travel sectors. Notably, video ads were equally popular on mobile data and Wi-Fi, with Saturdays being the peak day for video ad plays.

1. The Golden
Age of
Mobile
Video
Advertising
2016 | GLOBAL
Video ad consumption grew by 122% in 6 months
US and China are the largest consumers of
mobile video ads
Measured in share of video ad plays
USA
31%
China
25%
Germany
5%
France
4%
India
5%
Video Ads deliver superior user engagement
over traditional formats
5xengagement
over Banner ads
2xengagement
over Native ads
1.5xengagement
over Interstitial ads
VIDEO ADS DELIVER
User engagement is measured in Click-Through-Rate (CTR)
Gaming, Retail and Travel video ads are highly
popular amongst global audiences
Measured in share of video ad plays
POPULAR VIDEO AD CATEGORIES
Games
55% 20%
Retail
9%
Travel
5%
Food & Drink
3%
Entertainment
Contrary to common belief, video ads are just as
popular on mobile data as on WiFi
Video play rate Video completion rate
Mobile Data
WiFi
94% 86% 46% 42%
Saturday is the day for mobile video ad indulgence
Share of video ad plays
Video Play Rate = Video Ads Played / Video Ad Impressions Delivered
Video Completion Rate = Video Ads completed / Video Ads Played
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Source: InMobi Network data for the period of January - June 2016.
Video Ad plays refers to the instance when a video ad has begun playing on the user’s mobile device
Monday Tuesday
13.6%
Wednesday Thursday Friday Saturday Sunday
13.8% 14%
14.4% 14.5%
15.1%
14.6%
Insights
122% growth
Januray February
11%
March April May June
13% 16% 17%
20%
24%