According to eMarketer, US mobile video ad spend is predicted to reach $15.9 billion in 2019, and up to $24.8 billion by 2022. How does that compare to other mobile ad formats? The IAB estimates that video is set to take around 60% of all digital ad spend.

This significant increase begs the question: what exactly is causing such a massive spike? Let’s take a look at some of the top reasons why video continues to dominate as the most popular form of mobile ad:

1. Plain and Simple — They’re Effective

Mobile video ads generate impressive results. Mobile campaigns featuring video deliver 19% higher return on ad spend (ROAS) than non-video campaigns, and users are three times more likely to click through on a mobile video ad than a desktop video ad. On the whole, it’s estimated that video ads drive more than 30% of mobile publishers’ total revenue.

2. Video Ads Engage the Right Audience

Video ads also tend to drive more loyal users. A survey from Google and Ipsos showed how users are more captivated on mobile, with participants sharing that watching video on a smartphone is “far less distracting than it is on TV.” Whether users quickly leave the ad or decide to click through, video ads make it easier to identify and engage your most relevant users. This also makes it simpler to review data and finetune targeting based on who is most likely to engage with your content.

3. Video Is More Accessible

With the rise of mobile ads, it doesn’t take a lot of convincing on the advertiser’s or the publisher’s side to create or distribute a mobile video ad. Publishers are making more room for video and advertisers are creating more video to distribute. The most popular platforms for consumer engagement with mobile video ads currently include Facebook (49%), YouTube (32%), and Instagram (24%).

4. Mobile Is More Conducive to Video

Over the past few years, the size, quality, and speed of mobile devices have all improved. As a result, the quality of mobile video ads has also advanced, which creates a better all-around user experience. Now, as HD resolution becomes the norm, the video ad experience is beginning to reach all new heights when it comes to grabbing and sustaining audience attention and boosting ROI.

Due to the efficiency, advancements, and quality of video units, it’s no surprise that mobile video ads continue to dominate the ad space. In the coming years, I predict that traditional ad spend will continue to decrease as new innovative and interactive storytelling mediums, like video, further advance and thrive.