Positive Mobile routinely issues information on the interesting trends in political, travel, CPG, and home improvement (retail) mobile video ads.
Now come news that the top mobile ad trend of 2016 was the growth of location-based mobile video ads.
“If there is one trend which defined mobile advertising in 2016, it’s the growth of location-based mobile video ads, which jumped from around 5 percent mid-year to 17 percent of all mobile video ads run in Q4 2016,” notes Positive Mobile.
Positive Mobile’s observation is backed up by research from BIA/Kelsey, which predicts that spending on local video targeting local audiences will grow by $5 billion from $32.6 billion in 2016 to $37.6 billion by 2021.
“From local car dealer and retail ads to ads for congressional candidates leading up to Election Day, we’ve seen exponential growth in location-based mobile video ads,” said Tzahi Stein, the CEO and founder of Positive Mobile. “Thanks to our integration with Nielsen channels, we’re able to offer rich demographic data and layer demo targeting in order to power this location-based mobile video advertising trend.”
There were other trends and “peaks” in the report:
- Political ads: peaked in Q4 driven by a lot of location-targeted congressional campaign ads.
- Travel ads: peaked in Q2 and Q4 leading up to winter and summer holiday vacations.
- CPG ads: grew from Q1 and peaked in Q3 and dropped back to Q1 levels in Q4.
- Home Improvement (in the Retail category): peaked in Q2 (spring time) as home owners used the warming weather to upgrade their homes.