Mobile video is booming. Mobile consumption have increased 81 percent in the U.S. compared to the same time last year, with about 50 million people watching video on their mobile devices. Advertisers have taken notice. Given the growth of mobile video and expectations for continued popularity, they’re adapting to media consumption habits, resulting in higher-quality video and more of it.

In 2015, we’re expecting to see video making a stronger impact in the mobile space. Here is a look at ways video is changing mobile advertising.

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Video ads are no longer limited to TV and desktop.

This is a benefit for brands, since viewers’ recall of online videos is better than that for TV ads. The 2013 Interactive Advertising Bureau report indicates that viewers of ads in the beauty and health category recalled TV ad brand messages 19 percent of the time, compared to 45 percent for digital video. Similar results were found in ad research into other verticals.

Video-centric campaigns have become a dominant way for brands to engage with consumers who are constantly connected to their mobile devices. Mobile is not just a part of campaigns; now, it’s a driving force. TV and desktops now serve as a complement to video ads appearing on smartphones and tablets. The approach is a wise choice for many marketers, given mobile video can result in almost three times more engagement than with desktop video ads.

New video formats.

Video’s popularity has also driven the development of new ad units like expandable creative formats. Video teasers put the viewer in control, and if well executed, are highly effective at coaxing users to expand an ad to watch the full content (even if videos are longer than the standard 15-30 seconds). Campaign data supports this finding*:

• Brands are seeing users click on the video to become fully engaged with the ad unit at 3.0%.
• 23 seconds – average time spent the unit
• 43% – percentage of users who watch at least 25% of the video
• 17% – percentage of users who watch the complete video

Force-fed ads may slowly be becoming a pest of the past. Opt-in video creative units ensure that the user is digesting the content when they want to, and when they are in the mindset to best receive it. More flexible formats allow the real estate for greater viewer engagement. New technologies allow a video teaser to be streamed in-banner, more effectively encouraging users to expand the ad and watch the full video. Advertisers are now drawing viewers with multiple expandable videos that then deliver branded content via a full-screen advertisement.

*Statistics are based off campaigns using Exponential’s Video Snackbar unit.

The video engagement experience has greatly improved.

With smartphone usage increasing 25 percent in 2014, brands must engage with users on-the-go. They’re now able to create a better experience as the quality of mobile device screens, like Apple’s Retina Display, have greatly enhanced image quality. Not only can the visuals attract the eye of the audience, but brands can use the technology to be more creative within their video campaigns.

With the use of video, brands are establishing an emotional connection with consumers and changing advertising on a global level. In a connected world, the new platforms, breathtaking visuals, and creative possibilities have changed the way campaigns are created and delivered.