The IAB and PwC have released a report on mobile advertising in 2010, and it looks as if pre and post roll advertising is the fasted growing ad-format of all, albeit from a low base.
Mobile video advertising still has many barriers, most notably inconsistent user experienced when streamed over a 3G connection; a lack of measurement and therefore accountability and many publishers are still struggling with the technical aspects of serving mobile pre-roll advertising.
I think that mobile video has the potential to be bigger than fixed-internet video before too long, and it is encouraging to see the signs of that happening in this IAB/ PwC 2010 report.
It would be interesting to see how much Apple’s iPad and other tablet devices have driven this growth in pre-roll advertising.
Snapsot from the report:
Expenditure on Mobile advertising formats. This category is broken down into:
• Banners and text links were up 62% year-on-year to £23.7 million (£14.6m in 2009).
• Tenancies were up 18% year-on-year to £1.7m (£1.4m in 2009) and a market share of 2% (3.8% in 2009).
• Pre- and Post-roll advertising was up 492% year-on-year to £1.1 million, (£0.2m in 2009) and a market share of 1.3% (0.5% in 2009).
• Other formats – including display advertising within SMS / MMS – £1.6 million, up from £1.2 million in 2009, a growth of 32% year-on-year.