Three Quarters of Telecoms’ Mobile Presence Is in Video, Rich Media

The nation’s leading telecoms increasingly promote new devices with video and rich media in mobile campaigns, according to a year-long study of AT&T, Verizon Wireless, T-Mobile, and others by mobile ad company Vdopia.

More than three quarters (77%) of total mobile ads run via Vdopia employed such creative, and over a third (35%) of campaigns promoted smartphones and tablets. Brand awareness was the desired objective in less than 10% of campaigns, highlighting the importance of device exclusives with the likes of Apple and Samsung.

“It’s interesting to see that 58 million smartphone owners are likely to upgrade their phones in second half of 2014 and that more than 34 million smartphone owners are
likely to switch to or from one of the top four wireless carriers,” says Vdopia CEO Saurabh Bhatia. “With larger and better smartphones and user access to faster mobile broadband comes a great opportunity for marketers to leverage video.”

Banner ads comprised less than a quarter of telecoms’ total ad spend, according to the study.

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