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Everything a developer needs to know about the mobile video ads
The document discusses the rise of mobile video advertising, highlighting its increasing share in digital ad spending, particularly in-app video ads which constitute 75% of views. It reviews different video ad formats and their associated value for advertisers, revealing trends like the effectiveness of vertical video and native video ads. Additionally, it offers insights for developers on choosing the right video partner and optimizing ad placements for maximum engagement.
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Everything a developer needs to know about the mobile video ads
- 1. © InMobi 2016www.inmobi.com MobileVideo Ads: Everything a developer needs to know Sight. Sound. Motion | #WinWithVideo Series - Part-1 | August 25th, 2016
- 2. ©INMOBI 2016www.inmobi.com SPEAKERS Srinivas (KC)Chaitanya Vice President and General Manager, Global Gaming Srinivas KC heads the global gaming business for InMobi, based in San Francisco, and has been at InMobi since 2011. Mona Sharma Global Product Marketing Manager, Monetization Mona leads the global product marketing efforts for developers at InMobi, and has been with InMobi since 2013.
- 3. ©INMOBI 2016www.inmobi.com AGENDA Market Overview VideoAd Formats Video Creative Trends How To Choose The Right Video Partner Market Overview
- 4. © InMobi 2016www.inmobi.com RISEOF EMOTIVE STORYTELLING: GROWTH OF IN-APP VIDEOS Toda y of all videos are watched on mobile 45% By 2019, Mobile ad spends are estimated to become 47% of total digital video ad spend $3.82 $5.81 $7.77 $9.59 $11.25 $12.82 $14.38 US Digital Video Ad Spending, by Device, 2013-2019 Billions and % change of all mobile video ads are viewed in-app 75% 2013 2014 2015 2016 2017 2018 2019 166.5 % 113.0 % 70.4% 50.2% 29.3% 17.1% 15.1% Mobile Source: eMarketer $3.10 $4.27 $5.15 $5.65 $6.16 $6.86 $7.52 $0.72 $1.54 $2.62 $3.94 $5.09 $5.96 $6.86 18.3% 37.8% 20.5% 9.8% 9.0% 11.3% 9.6% Desktop
- 5. © InMobi 2016www.inmobi.com Total 2016Average Dollar Amount Spent in Millions % change from 2014 Auto Health/Beauty Food/Beverage Household Goods Financial Retail Telecom Σ $10.2 $11.9 $15.3 $6.8 $10.4 $9.4 $4.7 $13.2 85% 4% +183% +134% +93% +129% +81% +97% ANNUAL SPENDING ON MOBILE VIDEO ADVERTISING – BY MARKET SECTOR Spending on mobile video advertising has increased across 6 out of 7 market sectors over the past 3 years. Health & beauty advertisers are the biggest spenders, followed by Telecom. Source: IAB Video Ad Spend Study, April 2016
- 6. ©INMOBI 2016www.inmobi.com EVERY PARTOF A MOBILE VIDEO AD DRIVES VALUE FOR AN ADVERTISER Source: Nielsen to conducted a global analysis of 173 BrandEffect studies (Dec 2014–Feb 2015). Test/control design of the studies measured attitudinal impact of an ad campaign.
- 7. ©INMOBI 2016www.inmobi.com AGENDA Market Overview VideoAd Formats Video Creative Trends How To Choose The Right Video Partner
- 8. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Ideal forgaming publishers. PLACEMENT At natural breakpoints in the game like, end of a level/ game. FULL-SCREEN VIDEO ADS Short, skippable/non-skippable HD videos ADVERTISERS PUBLISHERS 2X eCPM 50% Lower CPA 13% Higher LTV As compared to Interstitials *All examples are for representational purposes 60% Higher ARPU ADVERTISERS OBJECTIVE Ideal for user acquisition/driving app installs. VIDEO LENGTH 10-15s recommended for optimal engagement. MZ Township
- 9. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Idealfor gaming publishers who have strong rewards system built in the core game loop. PLACEMENT Storefront, upfront menu, start/ end of gameplay. Non-skippable HD videos which a user opts in to watch for in-app rewards ADVERTISERS PUBLISHERS REWARDED VIDEO ADS RETENTION-FRIENDLY 50% 13%90% Completion Rates 2X LTV 21% ARPPU Boost 3X - 5X PUBLISHERS OBJECTIVE Ideal for brand awareness & driving app installs. VIDEO LENGTH 15-30s recommended for optimal engagement. As compared to Interstitials *All examples are for representational purposes Uber Skyline Skaters
- 10. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Suitable forboth gaming and non-gaming publishers. PLACEMENT App launch screen: before the app starts, app resumes from the background. SPLASH VIDEO ADS Non-skippable ephemeral video experience prior to the app launch ADVERTISERS PUBLISHERS OBJECTIVE Ideal for increasing brand awareness. VIDEO LENGTH 3-5s recommended for optimal engagement. THE WOW FACTOR Boost brand equity by getting the user’s undivided attention. THE WOW FACTOR Unlock the additional inventory by monetizing the user’s prime time. *All examples are for representational purposes Coke Foot Mercato
- 11. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Suitable forany publisher with video content. PLACEMENT Laced around content: Pre-, mid- and post-roll IN-STREAM VIDEO ADS Skippable/ non-skippable, pre- | mid- | post-roll videos ADVERTISERS PUBLISHERS 60% Completion Rates 3X - 4X Banner eCPMs OBJECTIVE Ideal for increasing brand awareness & driving re- engagement. VIDEO LENGTH 10-15s for non-skippable, 30s for skippable *All examples are for representational purposes Burger King Daily Motion
- 12. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Ideal fornon-gaming publishers. PLACEMENT In-feed: place within the app’s content stream. NATIVE VIDEO ADS Videotelling native to the the form and function of the app ADVERTISERS PUBLISHERS 25% Completion Rates 60% Brand Lift Against Banner 3.5X Static Native eCPMs OBJECTIVE Ideal for increasing brand awareness & driving re- engagement. VIDEO LENGTH 5-10s recommended for optimal engagement. *All examples are for representational purposes Viato r Pandora
- 13. ©INMOBI 2016www.inmobi.com AGENDA Market Overview VideoAd Formats Video Creative Trends How To Choose The Right Video Partner
- 14. ©INMOBI 2016www.inmobi.com 100% screensize VERTICAL VIDEOVs. THE WORLD IS #VERTICAL Horizontal Vs Vertical 25% screen size HORIZONTAL VIDEO
- 15. ©INMOBI 2016www.inmobi.com VERTICAL VIDEO Ultimatemobile-first creative blending in seamlessly with the phone’s default orientation 4X GREATER VISUAL EFFECTS VERTICAL VIDEOS ARE INTUITIVE 80% BETTER COMPLETION RATES *All examples are for representational purposes
- 16. ©INMOBI 2016www.inmobi.com 360° VIDEO Anexperiential showcase of the product potential that drives immediate user action WOW! your users with a truly immersive experience. ADVERTISERS Embrace the new-age storytelling by being video-ready with no additional integration effort. PUBLISHERS *All examples are for representational purposes
- 17. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Ideal fornon-gaming publishers. PLACEMENT In-feed: place within the app’s content stream. NATIVE VIDEO CAROUSEL ADS Immersive videotelling with back-to-back videos ADVERTISERS PUBLISHERS OBJECTIVE Suitable for increasing brand awareness, driving re-engagement & app installs. VIDEO LENGTH 5-10s recommended for optimal engagement. THE WOW FACTOR Evolved Storytelling through multiple videos powers higher engagement & brand- awareness for advertisers. THE WOW FACTOR The multi-touch format provides an enhanced monetization potential. *All examples are for representational purposes
- 18. ©INMOBI 2016www.inmobi.com AGENDA Market Overview VideoAd Formats Video Creative Trends How To Choose The Right Video Partner
- 19. ©INMOBI 2016www.inmobi.com MAKE THERIGHT PLAY OBJECTIVE MONETIZEADVERTIZE Choose the right mediation partner. Fyber, Heyzap, Ironsource, etc. Plug into programmatic channels for brand dollars. InMobi, MoPub, etc. Select a video-compatible ad network. SDK Vs API, VAST player, Viewability Identify the right target audience. Pro Tip- Spend a small budget on Facebook Select an advertising partner who lets you target these audiences and optimizes for LTV. Carefully identify a tracking partner. Kochava, Tune, Appsflyer, Adjust
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