Consumers today spend nearly 60% of their time on the internet using their mobile devices, as opposed to their desktops, laptops or tablets. This rise of mobile video viewing is opening new and exciting doors for the digital video industry for producers, publishers and advertisers alike. But while consumers are looking to watch video on an anywhere, anytime basis, mobile video technology is still lagging behind.
We’ve all tried to watch a video on our smartphone that just wouldn’t load or play. Unfortunately that problem is still all too common, as many video players are currently not capable of solving the fragmentation issues that exist in the cross-channel digital video ecosystem. Content syndication and monetization company Adapative Medias, Inc., a provider of programmatic advertising, has set out to solve this industry issue with the release of its updated video player, designed to deliver better video capabilities to mobile devices
“It’s frustrating for users, myself included, when a video we’re trying to watch doesn’t play,” said Adaptive Media interim COO Jim Waltz. “We specifically built our new player to overcome this problem. Our new player eliminates that frustration by delivering a seamless and consistent cross-channel video experience for users and publishers.”
Adaptive Media offers a flagship platform called Media Graph, which is an end-to-end solution intended to help solve video fragmentation in the digital video and advertising industries. The platform is comprised of a video player, content management system and ad serving capabilities. While the Media Graph content platform and ad serving work with all other video players, the inclusion of the newly updated video player positions the Media Graph platform as a viable solution for mobile video. Since launching in September, the platform has delivered over 300 million premium content video streams through video players on desktops, tablets and smartphones.
The company’s upgraded video player framework is designed to easily publish videos across every device—especially mobile devices. The player allows publishers and advertisers to choose a player size, embed a video and begin monetizing their content. With in-house developed code, the updated video player is ad supported for all advertisers, allowing them to use the media player to leverage mobile video.
By 2018, mobile video will represent 69% of all mobile traffic, an increase from 53% in 2013. These staggering numbers mean that publishers and content producers should be putting a greater emphasis on media players that properly leverage mobile video. This is just as important for advertisers, as digital video ad spend is set to hit $6.7 billion in 2015. Video players that place emphasis on mobile, like that of Adaptive Media, are critical for any company looking to move forward in the digital video place.