Viewability: the mobile video advertising advantage

StephenAs advertisers and agencies start to understand the value of mobile advertising, they're asking much more subtle, probing questions.

They're no longer concerned with how to port banner ads across to mobile (and the industry as a whole has moved way, way beyond that). They are, quite rightly, asking about whether their ads are actually being displayed - that is, with at least 50% of the pixels visible on the screen for one second.

This is known as viewability, and it's a hot topic right now. It boils down to whether impressions that chip away at the campaign budget stand a chance of affecting the audience. If they're visible on the screen, then yes, they stand that chance, of creating awareness or engagement or conversion, or any of the great things mobile advertising can do. But if not, they cannot.

This can happen for several reasons. The most common is that a page can be very long, particularly if it's a news site or app, with an ad slot that is 'below the fold', that is, part of the page but not shown on the screen. Scroll down and you might see it, but it's hardly ideal placement. And yet, it might be charged as an impression. Viewable impressions vs non-viewable: it's an important distinction.

So Google caused quite a stir earlier in the year when it  published its research into viewability and then built viewability options into its dashboards. However, look a bit more closely and you'll see that Google's research didn't include mobile apps. It actually states that  “The data used in this study are based on display ads in browsers (desktop and mobile) and does not include mobile in-app or video apps.”

Mobile has certain characteristics that make mobile ads inherently more viewable, and the Media Research Council agrees in the PDF of its viewable ad impression guidelines. These are to do with the way apps are designed, as opposed to mobile sites, the flow of app user journeys in certain specific sectors such as gaming, and the formats that mobile can support, such as full-screen, video and native.

And, all told, we also think this makes mobile impressions more valuable than desktop.

Intrigued? Our CEO and co-founder, Stephen Upstone, takes up this story on The Drum, so jump across to read how mobile video ads are more viewable and more valuable...

Full-screen mobile video ads: more viewable, more valuable

The Drum, 17 April 2015

Towards the tail-end of 2014, Google threw down a very big gauntlet to the rest of the advertising community, when it published its research into viewability – that is, whether a user can see an ad and, having seen it, has long enough to take action. Having talked the talk, Google duly walked the walk by offering viewability within its campaign build options.

Read more here.

fox business

Native video: China deals are just the start of $100 million potential

Today we are extremely proud to announce that we have secured deals with top app developers from China, including Cheetah Mobile, Sungy Mobile and Baidu.

This is a major milestone, not just for LoopMe but for the mobile ad industry at large, and deals like this are just the start. We believe that native video advertising will be worth over $100 million in revenue to LoopMe over the next two years.

This has drawn attention from all quarters, including Fox Business, which you can watch interviewing our CEO, Stephen Upstone below.



With these deals in place, LoopMe now has mobile video partnerships with seven out of the top ten global app developers including Facebook (LiveRail), Google (AdX), Microsoft and Outfit7. Collectively, this gives LoopMe access to apps with over 10 billion global downloads. These are eye-wateringly large figures.

So, where will this take LoopMe? With so much potential, this could be the significant first step along an exciting journey. Onward and upward.

LoopMe Signs Major Mobile Video Advertising Deals with Chinese App Developers

Top app developers from China; Cheetah Mobile, Sungy Mobile and Baidu open up global native mobile video inventory with LoopMe



14th April 2015, London: LoopMe, the world’s largest mobile video Demand-Side Platform, today announced that it has signed partnerships with three of the largest global app developers, all of which originate from China: Cheetah Mobile, Sungy Mobile and Baidu, to supply its native video ad formats globally.


This is a major milestone and LoopMe now has partnerships to place mobile video with seven out of the top ten global app developers including Facebook (LiveRail), Google (AdX), Microsoft and Outfit7. This collectively gives LoopMe access to apps with over 10​  billion global downloads. The company believes that native video advertising will be worth over $100 million in revenue to LoopMe over the next 2 years with huge potential from these new partnerships.


The partnerships enable app developers to win new revenues from the $200bn brand TV advertising market. As consumers increasingly move to accessing content on mobile, LoopMe and leading analysts such as eMarketer and Mary Meeker of Kleiner Perkins Caufield Byers expect brand advertising dollars to continue to move to the mobile screen.


LoopMe works with global brands like Adidas, Microsoft, Amazon, Samsung, Netflix and Audi. These partnerships give global advertisers access to consumers worldwide.
Source image: Top global Android app rankings February 2015, App Annie


app annie

Source : http://www.appannie.com/indexes/google-play/rank/applications/?month=2015-02-01&country=WW&error_code=2


Native ads are specifically designed to fit into an app’s interface, making them less obtrusive to users than ad spaces, and more likely to be noticed. On top of the native proposition, the mobile video ad format is also extremely effective, compelling and engaging enough to drive conversion rates up to 100% higher than other static formats, according to LoopMe campaign data.


Stephen Upstone, LoopMe’s CEO and Co-Founder, commented: “These are significant partnerships and a major milestone for LoopMe and the mobile advertising industry by enabling native mobile video on the top global apps by volume of downloads according to App Annie. LoopMe’s vision is that mobile video becomes ubiquitous with native, full-screen and pre-roll video ads bought programmatically from LoopMe’s platform. With this vision, the largest reach of global consumers, the most advanced data targeting and machine learning based optimization become increasingly critical to advertiser success.”


Said Patrick Zhu, Sungy Mobile’s COO, commented: “Given the size of our global mobile advertising footprint and the potential opportunity for video, working alongside a strong partner like LoopMe, will enable us to open up new video advertising revenue streams from brand and performance advertisers. It’s a win-win situation.“


About LoopMe

LoopMe is the largest mobile video DSP, reaching over 1 billion consumers worldwide. LoopMe's full-screen video and rich media ad formats deliver more engaging mobile advertising experiences to consumers on smartphones and tablets.

LoopMe uses big data and artificial intelligence to target audiences in real time and automatically optimize campaigns for the best possible results for advertisers and publishers.

The LoopMe platform integrates with ad exchanges and direct publishers, including some of the world’s most popular apps, many of which have achieved over a billion downloads, giving LoopMe massive global reach.

LoopMe was founded by experienced mobile advertising executives Stephen Upstone (CEO) and Marco Van de Bergh (CTO), with the mission to increase the value advertisers gain from mobile advertising by giving them more engaging ad formats that not only improve the end-user experience but also deliver better performance for the campaigns.

For more information please visit www.loopme.com or contact the team.


Media Contacts

Stephen Upstone

CEO & Co-Founder

[email protected]

T: +44 (0)20 7193 6516


Lina Adelt

Marketing Manager

[email protected]

T: +44 (0)20 7637 2365