A dominant trend in social and mobile video in the last 18 months has been food, proven by the exponential growth of mobile and social-dominant cross-platform food content plays like Buzzfeed’s Tasty, Tastemade and Time Inc.’s recently launched Well Done. Food and beverage marketers are taking advantage of this trend, running 42% of all In-Feed mobile video advertising on Positive Mobile’s platform in Q1 2017, a 70% increase from Q1 2016 (24%).
According to Professor Aradhna Krishna, the Dwight F. Benton Professor of Marketing at the University of Michigan, and a pioneer in the field of sensory marketing, sensory cues in food advertising can enhance consumers’ experience and increase purchase intent. Professor Krishna believes that evoking an imagined food smell through a visual cue increases the consumer’s desire for the food product as well as their subsequent consumption of that food product.
According to research conducted by Professor Krishna, experiencing these ‘visual cues’ through a mobile device also has an important impact. A series of studies suggest that when one sees a self-indulgent food on a touch screen, one has the automatic imagery (also called mental simulation) of reaching out and picking it up. The touch screen is consistent with this naturally occurring mental simulation and facilitates it—increasing the choice of hedonistic food (source: University of Michigan News).
“Mobile consumers are responding more and more to enticing food images, whether it’s the 500m monthly views Tasty achieved in only 15 months or the strong share and performance of food and beverage advertisers working with Positive Mobile in Q1 2017,” said Tzahi Stein, CEO & Founder, Positive Mobile. “As in-feed mobile video ads gain
more trust from brand marketers, we see the big FMCG brands, specifically in the food category, increasing the budgets they allocate to in-feed.”
Other interesting trends seen in Positive Mobile’s Q1 2017 quarterly mobile video ad category report include:
- Arts & Entertainment: It was winter, so more people stayed at home to watch their favorite shows on TV or via streaming, as promos for video content dominated this category, which accounted for 13.1% of all video ads, the highest ever for Arts & Entertainment and the first time it exceeded 10%
- Healthcare: As we said, it was winter, so advertising for cold medications were up
- Toys, Retail: As one would expect, Retail and Toys both decreased from Q4 holiday shopping rush
Top Mobile Video Advertising Categories by Quarter
|Category||Q1 2017||Q4 2016||Q1 2016|
|Arts & Entertainment||13.1%||8.2%||8.5%|
|Government and Politics||0.6%||4.3%||1.0%|
Here’s a link to the charts/graphics with Positive Mobile’s Q1 2017 Index:
The most notable trend in this year’s report, as noted above, is the strength of food and beverage advertising, which accounted for 42% of all advertising. In the CPG ad category, the top three sub-categories were Food (32.2%), Beverages (26.2%) and Snacks (12.3%), comprising 70.7% of the leading CPG category. In the Retail category, Food Service was the leading sub-category (62.8%). Together, Food and Beverage resulted in 42% of all In-Feed (Outstream) mobile video ads run by Positive Mobile in Q1 2017.