By Jonathan Baker, with Insights from Christina Botte, EGC’s Director of Social Media Mobile video has long been a popular way for people to view content, but its influence continues to accelerate. This is particularly true within mobile apps. In‑app video, defined as ‘video content that plays entirely within a mobile application rather than directing users to an external site,’ has become one of the most effective ways for brands to capture attention. According to recent EMARKETER forecasts, the momentum behind this format is expected to grow through 2026. For brands with a mobile presence, this shift is worth paying close attention to. Impressive Increases EMARKETER projects that mobile in‑app video ad spend will rise sharply through 2026, approaching $100 billion by the end of the year. More broadly, mobile video advertising is expected to surpass mobile search advertising in overall spend for the first time. This is a milestone that underscores how dramatically consumer attention has shifted. While this change may not be surprising, it reinforces the growing importance of video as the dominant mobile advertising format. Making the Most of Mobile These increases in spend reflect evolving consumer behavior. Following the long‑standing principle of “giving people what they want,” marketers should keep the following considerations in mind when planning and executing mobile in‑app video campaigns, particularly to ensure a positive user experience. 1. Short‑Form Video Leads the Way Short‑form video continues to deliver strong engagement across mobile platforms. EMARKETER data indicates that U.S. users spend significantly more time on short‑form, video‑first platforms than on other social destinations, averaging roughly 54 minutes per day on TikTok and about 36 minutes on Instagram. This sustained attention makes short‑form video a natural entry point for brands seeking visibility in mobile environments. 2. The Rise of Vertical Viewing As mobile devices are predominantly used in a vertical orientation, video formats have adapted accordingly. Vertical video has become not only widely accepted but increasingly expected by mobile users. Once associated primarily with creator‑driven content, vertical video is now widely adopted by major media companies and advertisers aiming to align creative formats with natural user behavior. And while on the topic of creator-driven content… 3. Creators Continue to Shape Engagement Creator content remains a powerful driver of mobile engagement. Recognizing the influence creators have on user attention, platforms have continued to invest in tools and incentives to attract them. Meta, for example, has expanded its efforts to bring more creators (and their audiences) to Facebook as competition for attention among video platforms intensifies. 4. Designing for the Next Generation of Viewers Video remains the central digital environment for Generation Z, particularly when delivered in short‑form formats. EMARKETER research shows that access to short‑form video can meaningfully influence Gen Z’s interest in streaming services. Meanwhile, Generation Alpha is already exhibiting mobile‑first viewing habits, with many watching video content on phones or tablets while simultaneously watching television, further reinforcing the importance of mobile as a primary screen. Taken together, these behaviors point to a clear strategy: To maximize the potential of in‑app mobile video, marketers should prioritize short‑form, vertical formats, incorporate creator‑led content, and design experiences that reflect the viewing preferences of younger audiences. All set? Not quite. A Necessary Note of Caution: The ‘Anti‑Ad’ Sentiment While video commands attention, there is a clear limit to consumer tolerance. EMARKETER notes that by 2025, ad loads in certain social and streaming environments began to outpace what users were willing to accept. Approximately one‑third of consumers reported feeling annoyed by excessive exposure to video ads. Many further indicated they would only tolerate a small number of ads while streaming before considering subscription cancellations or ad‑free upgrades. That said, these findings should not discourage advertisers. They should inform more intentional planning. The Effectiveness of Video Advertising Despite growing sensitivity to ad frequency, video advertising remains highly effective. Nearly half of consumers surveyed by EMARKETER report that watching video ads has influenced them to purchase a product or service. The takeaway is not that video advertising is losing impact, but that success increasingly depends on relevance, placement, and pacing. Despite growing sensitivity to ad frequency, video advertising remains highly effective. Nearly half of consumers surveyed by EMARKETER report that watching video ads has influenced them to purchase a product or service. The takeaway is not that video advertising is losing impact, but that success increasingly depends on relevance, placement, and pacing. Christina Botte, Social Media Director at EGC, offers these words of encouragement: “The numbers confirm what we see every day in our work: mobile is where audiences are choosing to stay. Brands that win invest in content that feel native to the experience, short form, vertical and creator led.” Patience Pays Off Winning with in‑app mobile video requires thoughtful planning. Brands should approach investment with clear objectives, deliberate placement strategies, and an emphasis on incremental measurement to understand performance over time. Attention is valuable, but it must be earned and respected. If your brand is looking to elevate its video presence, EGC Group can help. With strategic planning, high‑impact video production, strong creator partnerships, and deep social media expertise, we help brands stand out in increasingly competitive mobile environments. Contact us today to learn more.
