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Locally Targeted Mobile Video Ads Growing For Retail Categories

As live video streaming takes hold on sites like YouTube Live and Facebook Live, locally targeted video ads will become more popular on mobile as national brands try to connect with consumers in local markets.

Not just any brands. Consumer products goods brands grew from 34.5% to 42.6% of the top mobile video advertising categories in Q2 2016, according to Positive Mobile, which released a quarterly index.

In fact, locally targeted mobile video campaigns rose 5% in Q2 2016, compared with the previous quarter, with retail subcategories like automotive dealerships contributing to the majority, according to the recent report. 

Overall, retail grew from 14.5% in Q1 2016 to 18.3% in Q2 2016. Most subcategories within retail, many of which represent local targeting, saw an uptick.

Categories like home improvement saw double-digit increases, which grew 35.3%, followed by food services at 30%, and mass market retailers at 10.8%.

Others categories like consumer electronics, which grew 7.6% in Q2 2016, compared with the prior quarter, still grew in the single digits. Apparel followed with 4.2% growth; automotive, 3.5%; ecommerce, 3.2%; drug store, 2.5%; consumer appliances 1.4%; and travel, 1.3%. Hair at 0.2% and storage at 0% were the only stagnant categories.

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While locally targeted categories rose, the majority of national categories declined in Q2 2016, compared with Q1 2016. The telecommunications category also made a jump to 5.3% in Q2 2016 from 3.5% in Q1 2016.

The increase in the Government & Politics category got its bump from advertising leading up to the Republican and Democratic conventions. The category grew from practically nothing during the first quarter in 2016 to 3.6% in Q2.

 

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