After ten years of YouTube, what does the next ten years look like?

If you've been following our blog recently you’ll notice we’re excited about all things native, especially off the back of our recent publisher partnership agreements.

In fact, we think it’s the future of mobile video advertising. This is particularly appropriate given that this year is the tenth anniversary of YouTube. Yes, via mutant giant spider dogs, bitten fingers and K-Pop, we’ve gone from a world without YouTube to one where it’s the juggernaut of video consumption.

We think that YouTube could be rightly be said to have defined the past ten years of video advertising. But this has been through standard formats such as pre-roll. The next ten years are, we believe, going to be dominated by mobile native video advertising.

Video simply because we, as human beings, respond to it. This isn’t just anecdotal, it’s what Dr Simon Hampton, resident psychologist at the IAB, has been pointing out recently. We just prefer images to text, because we were born that way. It’s why we remember Meerkats, or, more latterly, Money Supermarket’s ‘Epic Strut’. Mobile for similar reasons – we like tactile interfaces, just to hold things and use them with our hands. And native because it just works, with click-through rates of up to ten times higher and uplifts in brand affinity and purchase intent when compared to other formats.

Our CEO and co-founder Stephen Upstone has written about this at [PUBLICATION] so hop over there to read what he has to say…



The challenges of native mobile video advertising

StephenWe're getting excited about native mobile video advertising.

As well as recently signing native mobile video advertising deals with major publishers, we're seeing huge momentum behind the format.

Facebook is ploughing money into it, and some forecasts estimate that Facebook could sell $700 million worth of autoplay native video ads in 2015. Meanwhile Twitter is testing its own autoplay video features for iOS users.

We think native mobile video advertising could be the best way to enable brand advertisers to stay front and centre of consumers' attention.

It's video, and so it's engaging for audiences, but also attractive to brands who have been developing video content for many years.

It's mobile, so it helps stay front and centre of the so-called info snackers and light TV audiences.

And it fits neatly into the user interface, so it avoids becoming part of the 'blind spot' that audiences have developed around traditional display formats such as banner ads.

However, native mobile video advertising still needs to overcome some barriers. Key among these are technical (getting it to work effectively, especially across open systems); creative (learning the most effective techniques for native); and, as the mobile ad industry ebbs and flows with mergers and acquisitions, simply requisitioning the resources to do all this is going to be a challenge for the smaller players.

Our CEO and co-founder, Stephen Upstone, expands on the challenges of native mobile video advertising over at AdExchanger. If you want to know what's next, and how this might challenge you, take a look.