EdTech, music and health and fitness increase its spends on programmatic advertising by 500% in Q1 2020: InMobi Report

• InMobi’s latest report reveals that programmatic video is still picking up in India and advertisers continue to invest in horizontal advertising while vertical creates a higher impact.
• In the last quarter of 2020, EdTech increased its advertising spends by 500%.

InMobi’s latest analysis explores the state of programmatic video advertising across India from April 2019 to March 2020 and highlights the change in advertiser spends and the performance of video as a format.

It revealed that news was the biggest spender of programmatic video in India in Q1 2020. Music and audio, health and fitness, and education grew by 500% and shopping increased its spends by 28%.


According to the report, mobile video ads deliver the highest engagement and landscape videos are the preferred format for Indian advertisers as 72% of them are still continuing to spend money on it. Entertainment and Finance category, however, spend almost equally on Horizontal and Vertical videos.


InMobi’s report further predicts that vertical video could emerge as the clear favorite as it has seen a 3.6X higher growth in comparison to video overall in the last year.

While the spend on vertical videos is lower, the impact driven is higher – 7.6 times the engagement when compared to banners and 2.3 times the engagement when compared to landscape videos. Engagement on vertical videos has increased 51% over the last year, as more and more advertisers invest in building truly mobile-first video assets thereby delivering a better video viewing experience.