This year has seen a major jump in the volume of mobile video offerings from Facebook, Snapchat and others, giving advertisers more content to advertise against, which could be part of the reason for the jump in ad spending.

One trend for marketers to keep an eye on going forward is that mobile video consumption rates, which had been growing steadily for a while, recently plateaued.

• Spending on mobile video ads grew 142% in Q2 2017 from the prior quarter.
• Full-screen interstitials were the most popular video format.
• Rewarded video was the fastest-growing format that quarter with a gain of 74%.
• In-app spending accounted for 94% of total mobile ad spending in Q2.
• The shift to in-app ads drove up eCPMs 79% in Q2 2017.
• Android devices made up 57% of global mobile ad spending.
• However, Apple’s iOS platform commanded 18% higher eCPMs than Android and generated about 2x as much revenue for app publishers on a per-user basis.

Follow the link to continue reading this fascinating Q2 2017 Global Trends in Mobile Advertising case study by Smaato: http://info.smaato.com/hubfs/Reports/Smaato_Global_Trends_in_Mobile_Advertising_Report_Q2_2017.pdf

Sources: 

* Smaato
* Mobile Marketer