29
M Mo ob bi il le e V Vi id de eo o B Be en nc ch hm ma ar rk k S St tu ud dy y 2 23 3 A Ap pr ri il l 2 20 01 14 4 MA M

MMA Mobile Video Benchmarking Study - 2014

Embed Size (px)

DESCRIPTION

MMA Mobile Video Benchmarking Study - 2014

Citation preview

Page 1: MMA Mobile Video Benchmarking Study - 2014

MMoobbiillee VViiddeeoo BBeenncchhmmaarrkk SSttuuddyy��2233 AApprriill 22001144 ��

M�A�M�

Page 2: MMA Mobile Video Benchmarking Study - 2014

AAcckknnoowwlleeddggeemmeennttss��

�� MMA Member Data Contributors: �

�� Data Aggregation and Normalization – ImServices ��� Analysis – Gerard Broussard, Pre-Meditated Media �

3�

Page 3: MMA Mobile Video Benchmarking Study - 2014

��

��

TTaabbllee ooff CCoonntteennttss��

�� Study Set-up and Overview: � � � � Slide 4-8 ��� Study Findings: � � � � � � � Slide 9 ��� Industry Benchmarks: � � � � � �Slide 10-11 ��� Ad Unit Format: � � � � � � �Slide 12-14 ��� Skippable Ad Drop-off: � � � � �Slide 15 ��� Ad Length: � � � � � � � �Slide 16-18 ��� Hour of Day: � � � � � � � �Slide 19-22 ��� Ad Frequency: � � � � � � �Slide 23-24 ��� Appendix: � � � � � � � � �Slide 25 �

4�

Page 4: MMA Mobile Video Benchmarking Study - 2014

SSttuuddyy OOvveerrvviieeww��

Background/Purpose��� Mobile Marketing Association (MMA) sought to provide mobile video

performance insights to advertisers, agencies, publishers and 3rd party video servers�

�� MMA secured participation from six mobile publishers to provide one month’s (March, 2013) worth of mobile advertising data to report video performance benchmarks �

5�

Performance Measures -- the analysis focused on three key measures: �

1.� Completion Rates�2.� Click Rates (CTR)�3.� Non-Skippable vs. Skippable Ads �

Evaluation Criteria –– the three performance themes were evaluated through the lens of: �

1.� Ad Unit Length, Ad Format, Site Genre�

2.� Dayparts/Time of Day�3.� In-App vs. Mobile Web�4.� iOS vs. Android�5.� Phone vs. Tablet�

Page 5: MMA Mobile Video Benchmarking Study - 2014

FFiivvee KKeeyy FFiinnddiinnggss��

��1.� #>18;4�,834>�03�4=6064<4=C�<4CA82B�?A>E834�JABC�<40=8=65D;�

benchmarks for the industry ��2.� Engagement for skippable video advertising is robust despite the

option for viewers to bypass ads �

3.� #>18;4�E834>�2><?;4C8>=�A0C4B�F4A4�K0C�02A>BB�03�;4=6C7��7>F4E4A��CTRs dropped for ads greater than 30 seconds �

4.� A high-engagement, late night window exists among a small group of consumers �

5.� Mobile video ad performance, like other forms of advertising, declines with excessive ad frequency �

6�

Page 6: MMA Mobile Video Benchmarking Study - 2014

OOtthheerr FFiinnddiinnggss ooff NNoottee��

1.� In-app ad volume dominated; three in-app units ran for every one on the mobile web �

�2.� Linear video ads ran at two times the volume of Interstitial and Value

Exchange combined �

3.� Arts & Entertainment, Games, Hobbies and Sports represented the E0BC�<09>A8CH�>5�03�02C8E8CH��A4K42C8=6�2>=BD<4A�<>18;4�E834>�DB4��

7�

Page 7: MMA Mobile Video Benchmarking Study - 2014

555599 MMiilllliioonn AAdd IImmpprreessssiioonnss ��SShhaarree ooff AAdd IImmpprreessssiioonn VVoolluummee��

8�

#4�%%���$#��=?E�

�$��!�������$#��@E� #4�%%����!�)�

<9E�

�$��!��������!�)�;E� �# #$.#�

:=E���%��� �

$#4( �%%��!��?AE�

� �%%��!��<;E�

���- ��������,�����������

����A;E�

�#�'$���:AE�

�����"����' !���

More than 75% of all advertising occurred in-app, the majority on phones . . .�

iOS activity accounted for more than 80% of ad volume . . . �

Skippable ads comprised a third of all ad impressions . . . �

Page 8: MMA Mobile Video Benchmarking Study - 2014

555599 MMiilllliioonn AAdd IImmpprreessssiioonnss ��SShhaarree ooff AAdd IImmpprreessssiioonn VVoolluummee��

9�

��#��'�����$�?>E�

#)�'(**�!�:@E�

��!,���/���#���:>E� �# #$.#�

<E�

��������!�

3:>�$'�!�((�>?E�

3:?43<9(�<<E�

3<:F�AE��# #$.#�

<E�

������!��

�')(�6��#)�')��#"�#)�=@E�

��"�(�;=E�

�$����(�6�#)�'�()�:=E�

�%$')(�@E�

�)��'�BE���!��������

Linear video was the predominant ad form followed by a split of Interstitial and Value Ex . . . �

More than half of ads were :15 or less . . . �

�>DA�3><8=0=C�64=A4�A4K42C8E4�>5�2>=BD<4A�E834>�02C8E8CH�8=�<>18;4�B?024�����

Page 9: MMA Mobile Video Benchmarking Study - 2014

SSTTUUDDYY FFIINNDDIINNGGSS��

:�

Page 10: MMA Mobile Video Benchmarking Study - 2014

11.. MMoobbiillee VViiddeeoo aadd eennggaaggeemmeenntt mmeettrriiccss pprroovviiddee JJrrsstt mmeeaanniinnggffuull bbeenncchhmmaarrkkss ffoorr tthhee iinndduussttrryy����

21�

Page 11: MMA Mobile Video Benchmarking Study - 2014

CTR Benchmarks �Mobile Video Aggregated Findings �

11�

�� CTR rates for all ad formats serve as an initial proxy for ad engagement �

3+41=�

2+61=�

3+32=�

2+52=�

3+77=�

1+11=�

1+61=�

2+11=�

2+61=�

3+11=�

3+61=�

4+11=�

�����-����������������

������

������������������������

�����-����������

��!�� ""���������

��������������!�� ""���������

�����$���&�������������

��$���*��������������������������!$�')�3124�

Page 12: MMA Mobile Video Benchmarking Study - 2014

22.. EEnnggaaggeemmeenntt ffoorr sskkiippppaabbllee vviiddeeoo aaddvveerrttiissiinngg iiss rroobbuusstt ddeessppiittee vviieewweerrss’’ ooppttiioonn ttoo bbyyppaassss aaddss ��

23�

Page 13: MMA Mobile Video Benchmarking Study - 2014

AAdd UUnniitt FFoorrmmaatt��CCoommpplleettiioonn RRaattee –– PPhhoonneess//TTaabblleettss��

:4=� :3=�:8=�

9=�

34=�

1=�1=�

21=�

31=�

41=�

51=�

61=�

71=�

81=�

91=�

:1=�

211=�

������������ ��!�� ""��� ���$�.�&����������-���������� ����������

24�

�� Skippable completion rates are dramatically lower than non-skippable . . . �

Number of Impressions: �Non-Skippable 194.9mm � � 53.5mm 59.1mm � Skippable 142.9mm � 16.9mm N/A �

�$,'��3�� ��5-=5;9:<:;5��������5,%��)���

:=� 36=�

Page 14: MMA Mobile Video Benchmarking Study - 2014

AAdd UUnniitt FFoorrmmaatt��CCTTRR -- PPhhoonneess//TTaabblleettss��

3+5=�3+3=�

3+5=�

2+6=� 2+5=�

1+1=�1=�

2=�

2=�

3=�

3=�

4=�

4=�

������������ ��!�� ""��� ���$���&�������

���-���������� ����������

25�

�� . . . however skippable CTR rates don’t follow too far behind �non-skippable�

Number of Impressions: �Non-Skippable 45.5mm � � 53.5mm 59.1mm � Skippable 142.9mm � 16.9mm N/A �

�$,'��3�� ��5-=5;9:<:;5��������5���5� ��5,%��)���

73=� 75=�

Implication: ads were more relevant for those who decided not to skip �

Page 15: MMA Mobile Video Benchmarking Study - 2014

SSkkiippppaabbllee AAddss��OOvveerraallll CCoommpplleettiioonn RRaattee** ���� Ad skipping is a process that unfolds in stages of time �

–� More than half of skippers stick around until 25% of the video has played �–� Around 30% remain through a video ad’s halfway mark �

�$,'��3�� ��5-<5�������5����������

56%�

27%�

21%�18%�

63%�

32%�29%� 27%�

50%�

31%�26%� 24%�

0%�

10%�

20%�

30%�

40%�

50%�

60%�

70%�

25% of Ad Time� 50% of Ad Time� 75% of Ad Time� 100% of Ad Time�

iOS Phone� iOS Tablet� Android Phone�

* Includes only ads where quartile and skippable data were available�

Completion Rate by Quartile �

26�

Page 16: MMA Mobile Video Benchmarking Study - 2014

33.. MMoobbiillee vviiddeeoo aadd ccoommpplleettiioonn rraatteess wweerree KKaatt bbyy aadd lleennggtthh,, hhoowweevveerr,, CCTTRRss ddrrooppppeedd ffoorr aaddss ggrreeaatteerr tthhaann 3300 sseeccoonnddss��

27�

Page 17: MMA Mobile Video Benchmarking Study - 2014

AAdd LLeennggtthh ��CCoommpplleettiioonn RRaattee –– PPhhoonnee//TTaabblleett��

:3=� :5=� :7=�

:=�23=� 25=�

1=�

21=�

31=�

41=�

51=�

61=�

71=�

81=�

91=�

:1=�

211=�

� �!����*26� *27-*41� *42>����-���������� ����������

28�

�� Virtually no difference in non-skippable completion rates for ads of different length ��� Completion rates of skippable ranged between 9% and 14%�

Number of Impressions: �Non-Skippable 146.1mm � � � 120.1mm 40.1mm � Skippable 122.3mm � � � 33.9mm � � � � 2.6mm �

�$,'��3�� ��5-=5;9:<:;5��������5,%��)���

Page 18: MMA Mobile Video Benchmarking Study - 2014

AAdd LLeennggtthh��CCTTRR,, PPhhoonnee//TTaabblleett��

3+3=�

3+6=�

2+4=�2+5=�

2+9=�

1+9=�

1=�

2=�

2=�

3=�

3=�

4=�

4=�

� �!����*26� *27-*41� *42>����-���������� ����������

29�

�� Click rates for ads longer than 30 seconds tended to be lower than shorter-length units ��

�$,'��3�� ��5-=5;9:<:;5��������5���5� ��5,%��)���

Number of Impressions: �Non-Skippable 87.9mm � � � 66.9mm 2.3mm � Skippable 122.3mm � � � 33.9mm � � � � 2.6mm �

Page 19: MMA Mobile Video Benchmarking Study - 2014

44.. AA hhiigghh--eennggaaggeemmeenntt,, llaattee nniigghhtt wwiinnddooww eexxiissttss aammoonngg aa ssmmaallll ggrroouupp ooff ccoonnssuummeerrss��

2:�

Page 20: MMA Mobile Video Benchmarking Study - 2014

IImmpprreessssiioonn SSuummmmaarryy ��HHoouurr ooff DDaayy –– DDeevviiccee��

31�

9�

;29992999�

=29992999�

?29992999�

A29992999�

:929992999�

:;29992999�

:=29992999�

:?29992999�

:A29992999�

;929992999�

��$#��

9�

;29992999�

=29992999�

?29992999�

A29992999�

:929992999�

:;29992999�

:=29992999�

:?29992999�

:A29992999�

;929992999�

���!�)�

Number of Impressions: �

237.1mm � 144.2mm �

�� For both phones and tablets, impression volume drops sharply over night then shoots upward during the course of the day�

��'"������ ��������

:�-5 � 9-22 �

��'"������ ��������

:�-5 � 9-22 �

Page 21: MMA Mobile Video Benchmarking Study - 2014

HHoouurr ooff DDaayy��CCoommpplleettiioonn RRaattee -- DDeevviiccee��

1+1=�

21+1=�

31+1=�

41+1=�

51+1=�

61+1=�

71+1=�

81+1=�

91+1=�

:1+1=�

��$#��

32�

1+1=�

21+1=�

31+1=�

41+1=�

51+1=�

61+1=�

71+1=�

81+1=�

91+1=�

:1+1=�

���!�)�

Number of Impressions: �

237.1mm� 144.2mm �

�� �><?;4C8>=�A0C4B�?40:�3DA8=6�;0C4�4E4=8=6�40A;H�<>A=8=6�7>DAB�0=3�0A4�A4;0C8E4;H�K0C�throughout the remainder of the day �

��'"������ ��������

:�-5 � 9-22 �

��'"������ ��������

:�-5 � 9-22 �

Page 22: MMA Mobile Video Benchmarking Study - 2014

HHoouurr ooff DDaayy��CCTTRR bbyy DDeevviiccee ��

33�

1+1=�

1+6=�

2+1=�

2+6=�

3+1=�

3+6=�

4+1=�

��$#��

1+1=�

1+6=�

2+1=�

2+6=�

3+1=�

3+6=�

4+1=�

���!�)�

Number of Impressions: �

169.8mm � 72.5mm �

�� Phone CTR rates are highest during late evening/early morning hours suggesting that engagement is much deeper for people active during this time period �

�� Tablets CTRs did not follow the same pattern as phone �

��'"������ ��������

:�-5 � 9-22 �

��'"������ ��������

:�-5 � 9-22 �

Page 23: MMA Mobile Video Benchmarking Study - 2014

55.. MMoobbiillee vviiddeeoo aadd ppeerrffoorrmmaannccee,, lliikkee ootthheerr ffoorrmmss ooff aaddvveerrttiissiinngg,, ddeecclliinneess wwiitthh eexxcceessssiivvee aadd ffrreeqquueennccyy��

34�

Page 24: MMA Mobile Video Benchmarking Study - 2014

AAdd FFrreeqquueennccyy ��IImmppaacctt oonn CCTTRR**��

35�

�� Excessive ad frequency has clear downward impact on CTR rates �

1+:=�

2+6=�

2+3=�

1+8=�1+7=�

1+6=�

1+1=�

1+3=�

1+5=�

1+7=�

1+9=�

2+1=�

2+3=�

2+5=�

2+7=�

2-6� 7-21� 22-26� 27-31� 32-36� �%���36�

�����0�����'�&,�#�0�

Ad Frequency�

Page 25: MMA Mobile Video Benchmarking Study - 2014

AAPPPPEENNDDIIXX����

36�

Page 26: MMA Mobile Video Benchmarking Study - 2014

DDeeJJnniittiioonnss��11.. PPRREE//MMIIDD//PPOOSSTT--RROOLLLL LLIINNEEAARR VVIIDDEEOO AADD UUNNIITT:: ��

�4J=8C8>=��a mobile video ad that runs before, during or after video content �

22.. IINNTTEERRSSTTIITTIIAALL VVIIDDEEOO AADD UUNNIITT:: ���4J=8C8>=��a mobile video ad that runs between non-video content and occupies a majority of the device screen�

33.. VVAALLUUEE EEXXCCHHAANNGGEE VVIIDDEEOO AADD UUNNIITT::���4J=8C8>=��a mobile video ad that runs on user initiation and is viewed to completion in exchange for a digital reward such as points, goods, coins, coupons or paywall gated content that would otherwise be earned or purchased�

37�

Page 27: MMA Mobile Video Benchmarking Study - 2014

38�

IIAABB TTaaxxoonnoommyy CCaatteeggoorriieess��

Page 28: MMA Mobile Video Benchmarking Study - 2014

39�

IIAABB TTaaxxoonnoommyy CCaatteeggoorriieess��

39�

Page 29: MMA Mobile Video Benchmarking Study - 2014

3:�

NNiieellsseenn TTVV DDaayyppaarrttss��