Lens on Strategy: Connecting In-App Video Creative to Mobile Consumers

US mobile-video ad spend will reach $15.93 billion this year, and climb to $24.81 billion by 2022, according to eMarketer. There will be 187.7 million smartphone users in the US poised to experience that creative, a figure that will mushroom to 205 million by 2022, the same report predicts. The time for in-app video is undoubtedly now, but the question remains: what steps can publishers, advertisers, and marketers take to stay on the path of accelerated growth? The following strategies are part of the answer. Each will drive success when it comes to in-app video opportunities.