• by Scott Kellstedt , February 20, 2015

Mobile video is booming, with about 50 million people watching video on their mobile devices, according to Business Insider. Advertisers have taken notice. Given the growth of mobile video and expectations for continued popularity, they’re adapting to media consumption habits, resulting in higher-quality video and more of it.

In 2015, we’re expecting to see video making a stronger impact in the mobile space. Here is a look at the ways video is changing mobile advertising.

Video ads are no longer limited to TV and desktop.  This is a benefit for brands, since viewers’ recall of online videos is better than that for TV ads, according to 2013 Interactive Advertising Bureau report indicating that viewers of ads in the beauty and health category recalled TV ad brand messages 19% of the time, compared to 45% for digital video. Similar results were found in ad research into other verticals.

Video-centric campaigns have become a dominant way for brands to engage with consumers who are constantly connected to their mobile devices.  Mobile is not just a part of campaigns; now, it’s a driving force. TV and desktops now serve as a complement to video ads appearing on smartphones and tablets. The approach is a wise choice for many marketers, given mobile video can result in almost three times more engagement than with desktop video ads.

New video formats. Video’s popularity has also driven the development of new ad units like expandable creative formats. More flexible formats allow the real estate for greater viewer engagement. New technologies allow a video teaser to be streamed in-banner, more effectively encouraging users to expand the ad and watch the full video. Advertisers are now drawing viewers with multiple expandable videos that then deliver branded content via a full-screen advertisement.

The video engagement experience has greatly improved. With smartphone usage increasing, brands must engage with users on-the-go.  They’re now able to create a better experience as the quality of mobile device screens, like Apple’s Retina Display, have greatly enhanced image quality. Not only can the visuals attract the eye of the audience, but brands can use the technology to be more creative within their video campaigns.

With the use of video, brands are establishing an emotional connection with consumers and changing advertising on a global level.