Consumer products goods brands grew from 34.5% to 42.6% of the top mobile video advertising categories in Q2 2016, according to Positive Mobile, which released a quarterly index.
In fact, locally targeted mobile video campaigns rose 5% in Q2 2016, compared with the previous quarter, with retail subcategories like automotive dealerships contributing to the majority, according to the recent report.
Overall, retail grew from 14.5% in Q1 2016 to 18.3% in Q2 2016. Most subcategories within retail, many of which represent local targeting, saw an uptick.
Categories like home improvement saw double-digit increases, which grew 35.3%, followed by food services at 30%, and mass market retailers at 10.8%.
Others categories like consumer electronics, which grew 7.6% in Q2 2016, compared with the prior quarter, still grew in the single digits. Apparel followed with 4.2% growth; automotive, 3.5%; ecommerce, 3.2%; drug store, 2.5%; consumer appliances 1.4%; and travel, 1.3%. Hair at 0.2% and storage at 0% were the only stagnant categories.
While locally targeted categories rose, the majority of national categories declined in Q2 2016, compared with Q1 2016. The telecommunications category also made a jump to 5.3% in Q2 2016 from 3.5% in Q1 2016.
The increase in the Government & Politics category got its bump from advertising leading up to the Republican and Democratic conventions. The category grew from practically nothing during the first quarter in 2016 to 3.6% in Q2.