kpis - youappi€¦ · dirty little secrets of mobile video rapid growth, unrealized potential,...
TRANSCRIPT
Mobile Video is Not Desktop Video or TV
<:150% 25% 50% 75% 100%
3%1%1%5%20%43%27%
< :15 :15 :30 1:00 2:00 > 2:00 No Ideal Length
6%
94%
YES They Are DifferentNO They Are The Same
Can’t Get No
Satisfaction
KPIs
D I R T Y L I T T L E S E C R E T S O F M O B I L E V I D E O
R A P I D G R O W T H , U N R E A L I Z E D P OT E N T I A L , C H AO S & C H A L L E N G E S
0% 25% 50% 75% 100%
17%25%47%11%
1 2-5 6-20 20+
Though video is providing the strongest growth among mobile applications, marketers and agencies face challenges developing creative, tracking performance
and navigating the many channels of mobile video
And it’s the differences between mobile video and legacy video implementations which are creating the challenges for mobile marketers and
their agencies as they increase their use of mobile video.
Top Challenges: Developing Creative and Finding Properties to Run Mobile Videos
42% use 6+ channels, while 17% use over 20 different channels
42%
Too many metrics / Too many KPIs to measure success
Regardless of the challenges, marketers see tremendous opportunities with mobile video
Regarding Channels, Facebook Rules
Video Length: Shorter than 15 seconds is Better
In your opinion, are best practices different for mobile video than traditional desktop video?
YES they are Different
NO they are the Same
What challenges do you face in delivering effective mobile video?
How many different channels do you deliver mobile video to?
What metrics or KPIs do you use to measure the success of your mobile video activities?
Which of the following statements best represents your attitude towards the metrics that you are currently using to measure the success of your mobile video programs?
How has the importance of mobile video changed in the past few years?
In your opinion, what is the ideal length of a video for mobile?
(Choose all that apply)
How do you expect the importance of mobile video to change in the coming years?
YouAppi Research shows that Mobile Marketers are challenged by Mobile Video Despite its Dynamic Growth
Which apps are important to your mobile video activities?
0% 25% 50% 75% 100%
54%32%8%6%
We don’t have metrics or reports to look atWe have lots of metrics and reports, but we don't believe themWe have metrics and reports, but they don’t measure what really mattersWe have metrics that give us everything we need to effectively measure our success
0% 25% 50% 75% 100%
54%32%8%6%
We don’t have metrics or reports to look atWe have lots of metrics and reports, but we don't believe themWe have metrics and reports, but they don’t measure what really mattersWe have metrics that give us everything we need to effectively measure our success
0% 25% 50% 75% 100%
17%25%47%11%
1 2-5 6-20 20+
0% 25% 50% 75% 100%
1%5%94%
Increased / Increase No Change Decreased / Decrease
0% 25% 50% 75% 100%
1%5%94%
Increased / Increase No Change Decreased / Decrease
0% 25% 50% 75% 100%
2%5%93%
Increased / Increase No Change Decreased / Decrease
0% 25% 50% 75% 100%
3%1%1%5%20%43%27%
< :15 :15 :30 1:00 2:00 > 2:00 No Ideal Length
youappi.com
To improve mobile capabilities, YouAppi offers a 360 degree mobile marketing platform for brands, enabling them to empower their data via our machine learning technology to raise awareness, build and maintain their business and reward their users through
branded video, user acquisition, user re-engagement and rewarded video.
is a Full-Funnel Growth Marketing Platform for Mobile Brands, Converting Data into Profitable Users
“As a data-driven mobile growth solution, we see opportunities among the creative, channel and measurement challenges mentioned by the survey
respondents,” said Moshe Vaknin, CEO & Co-Founder, YouAppi.
“Along with our partners, we expect to roll out a range of solutions which will enable our customers to overcome these challenges and utilize mobile video
to grow their businesses while enhancing their customers’ experience.”
The research conducted by Dimensional Research and commissioned by YouAppi surveyed 218 global mobile marketer and agency employees in May and June 2017. YouAppi’s research supported research from the Boston Consulting Group and the Google Digital Academy, which shows that the weakest digital capabilities for marketers and agency employees are mobile
advertising and mobile web and apps (along with testing).
CPI (Cost Per Install)
CTR (Click Through Rate)
VCR (Video Completion Rate)
CPCV (Cost Per Completed View)
CPV (Cost Per View)
CPM (Cost Per Thousand)
ER (Engagement Rate)
VCPM (Viewable Cost Per Thousand)
Other
We do not track metrics of KPIs for mobile video
0% 10% 20% 30% 40% 50%
4%
16%
6%
24%
30%
33%
37%
38%
39%
47%
Developing compelling creative
Finding properties to effectively deliver video to our audience
Not enough budget to do what we need to
Understanding changing viewer habits
Pressure to act too quickly before we have our strategy together
Other
We don’t face any challenges
0% 10% 20% 30% 40% 50%
4%
8%
21%
26%
28%
35%
44%
Developing compelling creative
Finding properties to effectively deliver video to our audience
Not enough budget to do what we need to
Understanding changing viewer habits
Pressure to act too quickly before we have our strategy together
Other
We don’t face any challenges
Social Media Platforms
In-App advertising of other apps
YouTube
Our own apps
SnapChat
0% 20% 40% 60% 80% 100%
0%
6%
18%
20%
66%
69%
75%
1%
2%
3%1%1%
75%
“This research shows that mobile marketers are dealing with a huge number of different metrics and KPIs for video, and an enormous range in the types of measurement. When you combine this with fact that not even half can agree that any of these metrics is worth tracking, it clearly indicates a metric standardization challenge for the industry.”
Diane Hagglund Founder and Principal, Dimensional Research
With all of these KPIs, 46% are not satisfied by their ability to measure the success of their mobile video