Outstream video ads grew 440% during the first 6 months of 2016, meaning the formats now account for 40% of all digital video spend.
According to the PwC / IAB UK Digital Adspend report, UK video ad spend grew 67% in the first half of the year while overall digital spend rose 16.4% – the highest first half growth for two years.
The massive growth in video comes as a result of increased investment in mobile, with mobile video spend growing 129% in the same period as more and more people use mobiles as their primary devices.
“Mobile use today is more akin to a computer than merely a phone, as people increasingly rely on them as their information, entertainment and communications hub,” said the IAB UK’s Chief Strategy Officer, Tim Elkington.
“People now spend more time online on their mobile than they do on a computer. Consequently, marketers devote more ad spend to mobile as they increasingly cotton on to the fact that people essentially carry an ad platform with them wherever they are.”
An accompanying YouGov consumer survey also shows that 82% of smartphone owners check their phone within an hour of waking up, with smartphones now becoming the primary source of news for 30% of owners, rising to 42% among 25-34s.
Unruly’s outstream formats are polite and non-interruptive, featuring user-initiated audio and only playing when in view, and 100% of our inventory is accessible on mobile devices.