Marketers are contending with a massive change in the way people consume video content, with consumers now spending more time on their mobile devices than watching television, according to data from Flurry, a market leader in mobile analytics data.
Now, however, the introduction of in-app video from Flurry and its marketplace is giving Yahoo advertisers a unique advantage when it comes to tapping into the power of mobile video.
The offering comes just months after Yahoo acquired Flurry, a mobile ad exchange and industry leader in mobile analytics. At the time, Yahoo stated the purchase “reinforces our commitment to building and supporting useful, inspiring and beautiful mobile applications and monetization solutions.”
The partnership further positioned Yahoo as a mobile-first company and together the two are offering advertisers unprecedented opportunities to reach those who consume everything from news to entertainment and sports through their mobile device.
With this latest announcement, Yahoo solidifies and expands the cross-screen capabilities of its video advertising. Advertisers can use Yahoo Ad Manager Plus to purchase :15, :30 or :60 second interstitial ads by audience, channel or show. All mobile video ads powered by Flurry are 100% in-view, full-screen and high definition. Advertisers have options to choose from user- or auto-generated and rewarded or non-rewarded views.
In the U.S., advertisers are already reaping the rewards. For instance, a major restaurant chain that promoted its app with a mobile video ad on Flurry’s network ran a mobile install campaign with the goal of boosting user engagement. The company reported amazing results, with the campaign delivering a 67 per cent lift in gift card purchases and a 162 per cent lift in use of the store locator.
The new Flurry video ad supply compliments the extensive video ad supply from Yahoo and third-party marketplaces already on Yahoo Ad Manager Plus, thereby making the Yahoo platform the largest provider of video ad inventory in the industry. In turn, this creates an unprecedented opportunity for Yahoo advertisers, which, with the power of Flurry analytics and the data available through Yahoo Ad Manager Plus, can target video campaigns at a highly personal level, driving optimum engagement.
The timing couldn’t be better. While it almost seems unbelievable that a mobile and app industry that didn’t exist a decade ago could usurp the iconic television, it’s happened.
Chalk it up to convenience. Mobile devices are not confined to the living room, but instead live with consumers, fulfilling their every need. Consumers turn to mobile apps to stay fit, stay organized, stay informed and stay on top of everything from their favourite shows to their favourite sports teams.
With the help of Flurry, Yahoo is able to monitor this behaviour, collecting and analyzing detailed data, such as age, gender, interests, location and more that, complimented by this new in-app video offering, will empower advertisers to better target consumers with relevant engaging ads.
To find out how in-app video can boost the performance of your campaign, contact your Yahoo Account Representative.
