Monday, August 3, 2015, 2:28 PM ET|Posted by Will Richmond
A new partnership announced by video ad buying platform AudienceScience and programmatic video supply-side provider SpotXchange aims to accelerate video advertising on the mobile web and in mobile apps. The companies have completed an OpenRTB integration enabling advertisers using AudienceScience’s Helios system to access mobile video inventory that publishers manage using SpotXchange.
The companies noted the disparity between skyrocketing mobile video consumption and the share of video ad spending currently flowing to mobile. Ooyala research found that in Q1 ’15, 42% of video views were done on mobile devices (smartphone and tablet), while eMarketer forecast that for the full year 2015, only 34%, or $2.62 billion of the total $7.77 billion spent on online video advertising will go to mobile.
AudienceScience and SpotXchange believe that in-app advertising will unlock new premium mobile video inventory, along with enhanced data and cross-screen targeting plus support for both direct-sold and programmatic campaigns. Since eMarketer is also forecasting that by 2019 mobile will account for $6.86 billion, or 48% of online video ad spending, partnerships like this one, which make more high-quality mobile video inventory available, are critical.