what are the opportunities for video advertising on mobile?
DESCRIPTION
Videoplaza's Commercial Director, Stephen Byrne at the Brightcove Digital Media Seminar - Wednesday 16th October 2013.TRANSCRIPT
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What are the opportunities for video advertising on mobile?!
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Setting the scene
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Mobile video is growing Infrastructure is robust enough to handle “broadcast experience”
Source: Cisco VNI Mobile Forecast, 2013
Traffic share 2017
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UK Mobile Ad Spending Growth by Format
Source: eMarketer, April 2013
600% £150m
300% £75m
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Mobile ad impression growth in Karbon
Mobile and tablets now 20% of all ads delivered via Karbon
2012 2013
Source: Videoplaza
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Digital natives are increasingly mobile
Source: IAB Europe
Internet access ‘on the go’
81% 81% of Digital Natives own an
internet enabled phone
(EU: 68%)
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Advertisers are seeing great engagement rates on their content
Great engagement Users take action because:
• More focus on content
• Less disruption from other tabs/browsers
2.4% 5.0%
Source: The Jun Group, Q2 2013
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Mobile monetisation in action
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• Dutch online publisher • Wide range of online
properties • 75% audience uses their
apps/mobile sites
• Audience typically young adult
• Social media content • High engagement and
sharing
Mobile video strategy #1: find your audience!
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Mobile video strategy #2: consider interactivity
• Created cross platform campaign
• Goal to drive brand engagement and frequency of purchase
• Mobile engagements were higher (8%) as were sales figures
• Works especially well with shorter video < 30s
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STV’s digital mission • One of the UK’s largest broadcasters
• Digital is in their DNA
• 1/3 of their revenues will come from non-broadcast by 2015
• Early adopter of the New TV with digital catch up services:
• STV Player, STV.TV and STVlocal.com
Mobile Monetisation • Their goal is total reach across all devices
• Offer sponsorships cross device, selling one audience
• Uniform user experience on Android, iOS and Windows Mob
• Use consistent ad loads across each device
• Over 30% of content is on mobile devices
Mobile video strategy #3: grow video inventory
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So, what are the opportunities?
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Opportunities
Monetise your fragmented audience
Capture this highly lucrative ad spend
£ $ €
Increase your available inventory
Interact with a young brand-friendly audience