One of the underlying factors of the Verizon-AOL deal may have been the synergy that could exist between the two companies’ data and technology. That synergy is conducive to programmatic mobile video ad support at massive scale. Verizon sits on a treasure trove of mobile data, and AOL's ad tech ace is its programmatic video offering.
New data from Videology, a programmatic video ad platform, helps show why “programmatic mobile video” is such a draw these days.
In a quarterly update, Videology says the number of programmatic video campaigns running on mobile devices increased 81% from the fourth quarter of 2014 to the first quarter of 2015.
In general, the number of video campaigns running on multiple screens has also risen. Videology notes that 58% of all campaigns handled by its platform last quarter ran on multiple devices, up from 51% over the previous quarter and up from 17% during the first quarter of 2014.
Similar trends were found in TubeMogul’s recent earnings report. TubeMogul, another programmatic video ad platform, says mobile ad spend via its platform grew nearly 500% year-over-year. Last quarter, mobile video ad spend accounted for 12% — roughly $8.6 million — of the money flowing through TubeMogul’s platform worldwide.