PowerPoint Presentation
The Future of Brand Marketing = In-App Mobile VideoMMA Webinar
SeriesOctober 06, 2015Sponsored by:
About the MMACultivating InspirationAimed at the Chief Marketer;
guiding best practices and driving innovationBuilding Capability
for SuccessFostering know-how and confidence within the Chief
Marketer's organizationDemonstrating Measurement and ImpactProving
the effectiveness and impact of mobile through research providing
tangible ROI measurement and other dataAdvocacy Working with
partners and our members to protect the mobile marketing
industry
The MMA is the world's leading global non-profit trade
association comprised of more than 800 member companies, from
nearly fifty countries around the world. The MMA's mission is to
accelerate the transformation and innovation of marketing through
mobile, driving business growth with closer and stronger consumer
engagement.Anchoring the MMA's mission are four core pillars:MMA
Members Include:
For more information about membership email:
[email protected]
2
3Managing Your Questions
Share the Insights
#MMAWeb
ModeratorLeo ScullinHead of Global Industry InitiativesMobile
Marketing AssociationAnne FrisbieSVP, InMobi Exchange and Global
AlliancesInMobiPresenter
4
1 bn uniques globallyDeep audience insights
Custom and Seasonal Audience Segments200 Mn160 Mn250 Mn390
MnExclusive & strategic
Highly engaging ad formatsNativeVideoRich MediaBannerFull
Screen
Interesting Trends
The world has really not just gone from desktop to mobile, but
maybe more importantly from a world run by channels to a world
which was characterized by millions of sites and now eventually to
a world dominated by apps
- Rob NormanGlobal Chief Digital Officer, GroupM
88% of Smartphone Usage is driven by Apps
53% of Total Digital Media Time Spent is In-App
Source: comScore
Key takeaway: Majority of the time on a smartphone is spent in
apps. This time is not focused on any 1 or 2 apps but across
various categories of apps ranging from business apps such as
emails and productivity to entertainment like music and games.
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Mobile Video & TV: Usage Behavior
global22%
US25%
China37%
UK25%
48% of people only or mostly only use mobile apps to watch video
on their smartphones Source: IAB
21% of people who watch video on mobile devices, do so for up to
3 hours each week. This number is even larger in China, where 23%
of people watch videos daily and 36% watch video weekly. Source:
Strategy Analytics.Mobile Video viewing has grown primarily because
of larger phone screens, 4G networks and better mobile video
quality.US adults spend an average of 39 minutes watching video on
mobile devices each day. (Source: eMarketer)
22% of smartphone video viewers watch less TV because they watch
videos on mobile devices. 25% of Americans and Britishers watch
less TV whereas in China almost 37% of smartphone video viewers are
watching less TV. Source IAB.
66% of video viewers overall often/sometimes see ads on
smartphones previously seen on TV Source- IAB
At $2.6 BN, mobile video advertising constitutes 33% of US
digital video ad spending today. This is expected to be half of the
digital video spend by 2019. (Source: eMarketer)
9
48% of people only or mostly only use mobile apps to watch video
on their smartphonesOnly/mostly mobile apps 48%Only/mostly mobile
web 18%Source: IAB
Understanding In-App Mobile Video Ads
Types of VideosVAST VideoRich Media Video
(MRAID)ScaleInteractive
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Types of Video Ads : VAST
Key Difference:A VAST video is a video object and consists of
only a video ad. Even within VAST, there are different types Linear
VAST (a video ad before or in the middle of any content such as a
video, game, text, etc.). Non-Linear VAST (an image ad on top of
video content think Youtube banners at the bottom of the video).
Companion Ads (image ads accompanying a linear video ad to drive
action)A rich media video is a banner object and consists of a
video ad along with interactive elements. The interactive elements
may be as simple as a click to your brands website or as unique as
bursting bubbles to reveal messages.There is also a 3rd type of
video ad Rewarded video ad. This is more a function of the video ad
placement i..e watch a non skippable video ad in exchange for some
reward within the publsihers app popular in games to gain virtual
currency.
2) VAST videos are generally played in interstitial slots or
native slots. RM videos are generally played in banner and
interstitial slots. A rich media video ad may start off as a banner
unit and click to a video interstitial. Or it may play inline in a
banner unit itself.
3) It is important to understand that for both types of video,
the publishers app and the ad network must have the requisite
support. For VAST video ads, check if the inventory supports VAST
2.0 and/or 3.0. Similarly for running RM video ads, ensure there is
MRAID support built in so as to achieve scale across multiple
publishers and ad networks.
13
Linear VAST on Desktop
Pre-Roll / Post-Roll Video with Companion Ad
Non-Linear VAST on Desktop
Types of Video Ads: Linear VAST on Mobile
Full Screen Interstitial Landscape Mode
Key Difference:A VAST video is a video object and consists of
only a video ad. Even within VAST, there are different types Linear
VAST (a video ad before or in the middle of any content such as a
video, game, text, etc.). Non-Linear VAST (an image ad on top of
video content think Youtube banners at the bottom of the video).
Companion Ads (image ads accompanying a linear video ad to drive
action)A rich media video is a banner object and consists of a
video ad along with interactive elements. The interactive elements
may be as simple as a click to your brands website or as unique as
bursting bubbles to reveal messages.There is also a 3rd type of
video ad Rewarded video ad. This is more a function of the video ad
placement i..e watch a non skippable video ad in exchange for some
reward within the publsihers app popular in games to gain virtual
currency.
2) VAST videos are generally played in interstitial slots or
native slots. RM videos are generally played in banner and
interstitial slots. A rich media video ad may start off as a banner
unit and click to a video interstitial. Or it may play inline in a
banner unit itself.
3) It is important to understand that for both types of video,
the publishers app and the ad network must have the requisite
support. For VAST video ads, check if the inventory supports VAST
2.0 and/or 3.0. Similarly for running RM video ads, ensure there is
MRAID support built in so as to achieve scale across multiple
publishers and ad networks.
16
First topicSecond topic Types of Video Ads : Native VideoIs
scroll the new skip?
Key Difference:A VAST video is a video object and consists of
only a video ad. Even within VAST, there are different types Linear
VAST (a video ad before or in the middle of any content such as a
video, game, text, etc.). Non-Linear VAST (an image ad on top of
video content think Youtube banners at the bottom of the video).
Companion Ads (image ads accompanying a linear video ad to drive
action)A rich media video is a banner object and consists of a
video ad along with interactive elements. The interactive elements
may be as simple as a click to your brands website or as unique as
bursting bubbles to reveal messages.There is also a 3rd type of
video ad Rewarded video ad. This is more a function of the video ad
placement i..e watch a non skippable video ad in exchange for some
reward within the publsihers app popular in games to gain virtual
currency.
2) VAST videos are generally played in interstitial slots or
native slots. RM videos are generally played in banner and
interstitial slots. A rich media video ad may start off as a banner
unit and click to a video interstitial. Or it may play inline in a
banner unit itself.
3) It is important to understand that for both types of video,
the publishers app and the ad network must have the requisite
support. For VAST video ads, check if the inventory supports VAST
2.0 and/or 3.0. Similarly for running RM video ads, ensure there is
MRAID support built in so as to achieve scale across multiple
publishers and ad networks.
17
Best Practices for High Performing VAST Video AdsMP4 Files (play
across all devices and OS)Multiple files: 480p/720p/1080p (best
resolution picked up based on bandwidth)Aspect Ratio 16:9Duration:
10 seconds 30 seconds. Optimal: 15 secondsSSL complianceCORS
header1 Wrapper only
Types of Video Ads: MRAIDIn-Banner RM Video AdsLeveraged in
Tablets and 300x250 Banners on Mobile
Key Difference:A VAST video is a video object and consists of
only a video ad. Even within VAST, there are different types Linear
VAST (a video ad before or in the middle of any content such as a
video, game, text, etc.). Non-Linear VAST (an image ad on top of
video content think Youtube banners at the bottom of the video).
Companion Ads (image ads accompanying a linear video ad to drive
action)A rich media video is a banner object and consists of a
video ad along with interactive elements. The interactive elements
may be as simple as a click to your brands website or as unique as
bursting bubbles to reveal messages.There is also a 3rd type of
video ad Rewarded video ad. This is more a function of the video ad
placement i..e watch a non skippable video ad in exchange for some
reward within the publsihers app popular in games to gain virtual
currency.
2) VAST videos are generally played in interstitial slots or
native slots. RM videos are generally played in banner and
interstitial slots. A rich media video ad may start off as a banner
unit and click to a video interstitial. Or it may play inline in a
banner unit itself.
3) It is important to understand that for both types of video,
the publishers app and the ad network must have the requisite
support. For VAST video ads, check if the inventory supports VAST
2.0 and/or 3.0. Similarly for running RM video ads, ensure there is
MRAID support built in so as to achieve scale across multiple
publishers and ad networks.
19
Types of Video Ads: MRAIDExpandable Video AdsLandscape videos
(16:9)Play in Portrait/Landscape mode
Key Difference:A VAST video is a video object and consists of
only a video ad. Even within VAST, there are different types Linear
VAST (a video ad before or in the middle of any content such as a
video, game, text, etc.). Non-Linear VAST (an image ad on top of
video content think Youtube banners at the bottom of the video).
Companion Ads (image ads accompanying a linear video ad to drive
action)A rich media video is a banner object and consists of a
video ad along with interactive elements. The interactive elements
may be as simple as a click to your brands website or as unique as
bursting bubbles to reveal messages.There is also a 3rd type of
video ad Rewarded video ad. This is more a function of the video ad
placement i..e watch a non skippable video ad in exchange for some
reward within the publsihers app popular in games to gain virtual
currency.
2) VAST videos are generally played in interstitial slots or
native slots. RM videos are generally played in banner and
interstitial slots. A rich media video ad may start off as a banner
unit and click to a video interstitial. Or it may play inline in a
banner unit itself.
3) It is important to understand that for both types of video,
the publishers app and the ad network must have the requisite
support. For VAST video ads, check if the inventory supports VAST
2.0 and/or 3.0. Similarly for running RM video ads, ensure there is
MRAID support built in so as to achieve scale across multiple
publishers and ad networks.
20
Types of Video Ads: MRAIDInterstitial Video Ads
Key Difference:A VAST video is a video object and consists of
only a video ad. Even within VAST, there are different types Linear
VAST (a video ad before or in the middle of any content such as a
video, game, text, etc.). Non-Linear VAST (an image ad on top of
video content think Youtube banners at the bottom of the video).
Companion Ads (image ads accompanying a linear video ad to drive
action)A rich media video is a banner object and consists of a
video ad along with interactive elements. The interactive elements
may be as simple as a click to your brands website or as unique as
bursting bubbles to reveal messages.There is also a 3rd type of
video ad Rewarded video ad. This is more a function of the video ad
placement i..e watch a non skippable video ad in exchange for some
reward within the publsihers app popular in games to gain virtual
currency.
2) VAST videos are generally played in interstitial slots or
native slots. RM videos are generally played in banner and
interstitial slots. A rich media video ad may start off as a banner
unit and click to a video interstitial. Or it may play inline in a
banner unit itself.
3) It is important to understand that for both types of video,
the publishers app and the ad network must have the requisite
support. For VAST video ads, check if the inventory supports VAST
2.0 and/or 3.0. Similarly for running RM video ads, ensure there is
MRAID support built in so as to achieve scale across multiple
publishers and ad networks.
21
Types of Video Ads: Vertical VideoThe Future of Mobile
VideoFullscreen video 320x568 (9:16)MRAID or VAST
Key Difference:A VAST video is a video object and consists of
only a video ad. Even within VAST, there are different types Linear
VAST (a video ad before or in the middle of any content such as a
video, game, text, etc.). Non-Linear VAST (an image ad on top of
video content think Youtube banners at the bottom of the video).
Companion Ads (image ads accompanying a linear video ad to drive
action)A rich media video is a banner object and consists of a
video ad along with interactive elements. The interactive elements
may be as simple as a click to your brands website or as unique as
bursting bubbles to reveal messages.There is also a 3rd type of
video ad Rewarded video ad. This is more a function of the video ad
placement i..e watch a non skippable video ad in exchange for some
reward within the publsihers app popular in games to gain virtual
currency.
2) VAST videos are generally played in interstitial slots or
native slots. RM videos are generally played in banner and
interstitial slots. A rich media video ad may start off as a banner
unit and click to a video interstitial. Or it may play inline in a
banner unit itself.
3) It is important to understand that for both types of video,
the publishers app and the ad network must have the requisite
support. For VAST video ads, check if the inventory supports VAST
2.0 and/or 3.0. Similarly for running RM video ads, ensure there is
MRAID support built in so as to achieve scale across multiple
publishers and ad networks.
22
Best Practices for High Performing RM Video AdsAutoplay2 Sets of
Creatives: Delayed Skippable (end of Q1) and Non Skippable, ensures
high viewabilityDuration: 10 seconds 30 seconds. Optimal: 15
secondsFeatureIn Banner VideosExpandable VideosInterstitial
VideosPlay SettingAutoplay InlineClick to expand and autoplay
videoAutoplayInitial Sound SettingOffOnPublisher
ControlledSkippabilityNANAPublisher Controlled
Recommended Settings:
Direct Metrics to Care About
Viewability
Completion Rate
Engagement
Viewability is important so you know that you had a chance to
get your message in front of the user. IAB has defined a viewable
impression as 70% or more of the pixels must be visible for at
least 2 seconds. Taking this into account, opting for non-skippable
videos and/or delayed skip videos is an easy way of ensuring that
your video ad is viewed. However, you also need to understand that
some of these settings are applied on the publishers end. Hence,
differentiating in price for skippable vs/ non-skippable videos
might be needed to ensure your message had a chance to be in front
of the user for at least a few seconds.
Video ad completion rates vary from 8% for skippable videos to
93% for non skippable videos. In general, completion rates are
found to be higher for expandable RM video ads as the video starts
on user intent.
Engagement rates If the intention of the video ad is to increase
brand engagement, then interaction needs to be built into the RM
video ad. 4-5% engagement rates are common in interactive ads. If
no such interaction in built in, you may provide a simple call to
action, directing the user to your brand website. In this case a
CTR in the range of 3-6% can be expected, depending on the message
in the video.
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In-App Video Experience Lends Itself to High ViewabilityFull
screen, auto-play, delayed or non-skippableMRC is yet to publish
guidelines specific to in-app mobile inventoryThird party
viewability services offer limited or no in app viewability
metrics, and none are MRC accredited yet
Critical Advantage:In the MomentLocation + Video = High User
Intent
Thank [email protected]
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