everything a developer needs to know about the mobile video ads

PowerPoint Presentation

Mobile Video Ads: Everything a developer needs to know

Sight. Sound. Motion | #WinWithVideo Series - Part-1 | August 25th, 2016

InMobi 2016www.inmobi.com

1

SPEAKERS

Srinivas (KC) ChaitanyaVice 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 SharmaGlobal Product Marketing Manager, MonetizationMona leads the global product marketing efforts for developers at InMobi, and has been with InMobi since 2013.

INMOBI 2016www.inmobi.com

AGENDAMarket OverviewVideo Ad FormatsVideo Creative TrendsHow To Choose The Right Video PartnerMarket Overview


RISE OF EMOTIVE STORYTELLING: GROWTH OF IN-APP VIDEOS

Todayof all videos are watched on mobile45%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$14.38US Digital Video Ad Spending, by Device, 2013-2019Billions and % change

of all mobile video ads are viewed in-app75%2013201420152016201720182019

166.5%113.0%70.4%50.2%29.3%17.1%15.1%MobileSource: 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


Total

2016 Average Dollar Amount Spent in Millions% change from 2014AutoHealth/BeautyFood/BeverageHousehold GoodsFinancialRetailTelecom

$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 SECTORSpending 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


EVERY PART OF A MOBILE VIDEO AD DRIVES VALUE FOR AN ADVERTISERSource: Nielsen to conducted a global analysis of 173 BrandEffect studies (Dec 2014Feb 2015). Test/control design of the studies measured attitudinal impact of an ad campaign.


AGENDAMarket OverviewVideo Ad FormatsVideo Creative TrendsHow To Choose The Right Video Partner


TARGET SEGMENTIdeal for gaming publishers.

PLACEMENTAt natural breakpoints in the game like, end of a level/ game.FULL-SCREEN VIDEO ADS

Short, skippable/non-skippable HD videos

ADVERTISERSPUBLISHERS

2XeCPM

50%Lower CPA

13%Higher LTVAs compared to Interstitials*All examples are for representational purposes

60%Higher ARPUADVERTISERSOBJECTIVEIdeal for user acquisition/driving app installs.

VIDEO LENGTH10-15s recommended for optimal engagement.

MZTownship

INMOBI 2016www.inmobi.comTalk about an industry trenddefine the formatspecifics

TARGET SEGMENTIdeal for gaming publishers who have strong rewards system built in the core game loop.

PLACEMENTStorefront, upfront menu, start/ end of gameplay.

Non-skippable HD videos which a user opts in to watch for in-app rewardsADVERTISERSPUBLISHERSREWARDED VIDEO ADSRETENTION-FRIENDLY50%13%

90%Completion Rates

2XLTV

21%ARPPU Boost

3X - 5XPUBLISHERSOBJECTIVEIdeal for brand awareness & driving app installs.


As compared to Interstitials*All examples are for representational purposes

UberSkyline Skaters


TARGET SEGMENTSuitable for both gaming and non-gaming publishers.

PLACEMENTApp launch screen: before the app starts, app resumes from the background.SPLASH VIDEO ADS

Non-skippable ephemeral video experience prior to the app launchADVERTISERSPUBLISHERS

OBJECTIVEIdeal for increasing brand awareness.


THE WOW FACTORBoost brand equity by getting the users undivided attention.

THE WOW FACTORUnlock the additional inventory by monetizingthe users prime time.

*All examples are for representational purposes

CokeFoot Mercato

INMOBI 2016www.inmobi.comIndustry trendA new trend which has taken China by storm is the Splash Ads.

What are Splash Video AdsOnce the app launches a non-skippable video ad surfaces for a few seconds before taking the user to the main app. While the publishers benefit from a new source of inventory opening up, advertisers get access to the users prime-time.

During Video:The video is auto-muted and last for few seconds.

AdvertisersAdvertisers looking to increase brand awareness, or market a new product launch akin to tv advertising where they put ads just before a show starts, should opt for this format. Since the ad is non-skippable and appears in the critical path of the user attempting to open an app, the ad should be no longer than a 5 secs segment.What really sets this adformat apart from the rest is access to the users undivided attention ensuring that the message is relayed to the user.

PublishersThis format is suitable for both gaming and non-gaming publishersApart from the launch screen, publishers can also place this ad whenever app resumes in the foreground.Splash Video Ads is definitely opening doors to new inventory which can be an additional seasonal boost to the revenue.

Performance- Since the format is brand new, it is too early to talk about the performance. Developers are still toying with the novelty of it and stay tuned on how the performance unfolds in coming months.

TARGET SEGMENTSuitable for any publisher with video content.

PLACEMENTLaced around content: Pre-, mid- and post-rollIN-STREAM VIDEO ADS

Skippable/ non-skippable, pre- | mid- | post-roll videos

ADVERTISERSPUBLISHERS

60%Completion Rates

3X - 4XBanner eCPMsOBJECTIVEIdeal for increasing brand awareness & driving re-engagement.

VIDEO LENGTH10-15s for non-skippable, 30s for skippable


Burger KingDaily Motion


TARGET SEGMENTIdeal for non-gaming publishers.

PLACEMENTIn-feed: place within the apps content stream.NATIVE VIDEO ADS

Videotelling native to the the form and function of the appADVERTISERSPUBLISHERS

25%Completion Rates

60%Brand Lift Against Banner

3.5XStatic Native eCPMsOBJECTIVEIdeal for increasing brand awareness & driving re-engagement.



ViatorPandora




100% screen sizeVERTICAL VIDEO

Vs.THE WORLD IS #VERTICALHorizontal Vs Vertical

25% screen sizeHORIZONTAL VIDEO


VERTICAL VIDEO

Ultimate mobile-first creative blending in seamlessly with the phones default orientation

4X GREATER VISUAL EFFECTSVERTICAL VIDEOS ARE INTUITIVE80% BETTER COMPLETION RATES*All examples are for representational purposes


360 VIDEO

An experiential showcase of the product potential that drives immediate user actionWOW! your users with a truly immersive experience.ADVERTISERSEmbrace the new-age storytelling by being video-ready with no additional integration effort. PUBLISHERS



TARGET SEGMENTIdeal for non-gaming publishers.

PLACEMENTIn-feed: place within the apps content stream.NATIVE VIDEO CAROUSEL ADS

Immersive videotelling with back-to-back videosADVERTISERSPUBLISHERS

OBJECTIVESuitable for increasing brand awareness, driving re-engagement & app installs.


THE WOW FACTOREvolved Storytelling through multiple videos powers higher engagement & brand-awareness for advertisers.

THE WOW FACTORThe multi-touch format provides an enhanced monetization potential.





MAKE THE RIGHT PLAYOBJECTIVE

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


QUESTIONS


THANK YOU
