© InMobi 2016www.inmobi.com
Mobile Video Ads: Everything a developer needs to know
Sight. Sound. Motion | #WinWithVideo Se...
©INMOBI 2016www.inmobi.com
SPEAKERS
Srinivas (KC) Chaitanya
Vice President and General Manager, Global Gaming
Srinivas KC ...
©INMOBI 2016www.inmobi.com
AGENDA
Market Overview
Video Ad Formats
Video Creative Trends
How To Choose The Right Video Par...
© InMobi 2016www.inmobi.com
RISE OF EMOTIVE STORYTELLING: GROWTH OF IN-APP VIDEOS
Toda
y
of all videos are
watched on mobi...
© InMobi 2016www.inmobi.com
Total
2016 Average
Dollar Amount
Spent in Millions
% change from
2014
Auto Health/Beauty Food/...
©INMOBI 2016www.inmobi.com
EVERY PART OF A MOBILE VIDEO AD DRIVES VALUE FOR AN ADVERTISER
Source: Nielsen to conducted a g...
©INMOBI 2016www.inmobi.com
AGENDA
Market Overview
Video Ad Formats
Video Creative Trends
How To Choose The Right Video Par...
©INMOBI 2016www.inmobi.com
TARGET
SEGMENT
Ideal for gaming publishers.
PLACEMENT
At natural breakpoints in the
game like, ...
©INMOBI 2016www.inmobi.com
TARGET SEGMENT
Ideal for gaming publishers who
have strong rewards system
built in the core gam...
©INMOBI 2016www.inmobi.com
TARGET
SEGMENT
Suitable for both gaming
and non-gaming publishers.
PLACEMENT
App launch screen:...
©INMOBI 2016www.inmobi.com
TARGET
SEGMENT
Suitable for any publisher
with video content.
PLACEMENT
Laced around content: P...
©INMOBI 2016www.inmobi.com
TARGET
SEGMENT
Ideal for non-gaming
publishers.
PLACEMENT
In-feed: place within the
app’s conte...
©INMOBI 2016www.inmobi.com
AGENDA
Market Overview
Video Ad Formats
Video Creative Trends
How To Choose The Right Video Par...
©INMOBI 2016www.inmobi.com
100% screen size
VERTICAL VIDEOVs.
THE WORLD IS #VERTICAL
Horizontal Vs Vertical
25% screen siz...
©INMOBI 2016www.inmobi.com
VERTICAL VIDEO
Ultimate mobile-first creative blending in seamlessly with the phone’s default o...
©INMOBI 2016www.inmobi.com
360° VIDEO
An experiential showcase of the product potential that drives immediate user action
...
©INMOBI 2016www.inmobi.com
TARGET
SEGMENT
Ideal for non-gaming
publishers.
PLACEMENT
In-feed: place within the
app’s conte...
©INMOBI 2016www.inmobi.com
AGENDA
Market Overview
Video Ad Formats
Video Creative Trends
How To Choose The Right Video Par...
©INMOBI 2016www.inmobi.com
MAKE THE RIGHT PLAY
OBJECTIVE
MONETIZEADVERTIZE
Choose the right mediation partner.
Fyber, Heyz...
©INMOBI 2016www.inmobi.com
QUESTIONS
©INMOBI 2016www.inmobi.com
THANK YOU
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Everything a developer needs to know about the mobile video ads

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Snapchat is persuading the world to go vertical, Facebook is busy bringing 360° videos to the users and in some corner, marketers are overwhelmed with the form-factors of the storytelling. Although the popularity of these mobile videos is soaring among the end-users, the right way of leveraging the burgeoning video form-factors to achieve marketing and monetization goals is far from being understood.

This presentation will help developers to take smarter decisions on their video advertising strategy, which includes:

1. What are the trending video ad formats?
2. How can publishers increase their revenue and boost user retention by adding the video to their monetization mix?
3. How can marketers leverage video advertising to engage and acquire users?

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Everything a developer needs to know about the mobile video ads

  1. 1. © InMobi 2016www.inmobi.com Mobile Video Ads: Everything a developer needs to know Sight. Sound. Motion | #WinWithVideo Series - Part-1 | August 25th, 2016
  2. 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. 3. ©INMOBI 2016www.inmobi.com AGENDA Market Overview Video Ad Formats Video Creative Trends How To Choose The Right Video Partner Market Overview
  4. 4. © InMobi 2016www.inmobi.com RISE OF 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. 5. © InMobi 2016www.inmobi.com Total 2016 Average 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. 6. ©INMOBI 2016www.inmobi.com EVERY PART OF 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. 7. ©INMOBI 2016www.inmobi.com AGENDA Market Overview Video Ad Formats Video Creative Trends How To Choose The Right Video Partner
  8. 8. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Ideal for gaming 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. 9. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Ideal for 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. 10. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Suitable for both 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. 11. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Suitable for any 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. 12. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Ideal for non-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. 13. ©INMOBI 2016www.inmobi.com AGENDA Market Overview Video Ad Formats Video Creative Trends How To Choose The Right Video Partner
  14. 14. ©INMOBI 2016www.inmobi.com 100% screen size VERTICAL VIDEOVs. THE WORLD IS #VERTICAL Horizontal Vs Vertical 25% screen size HORIZONTAL VIDEO
  15. 15. ©INMOBI 2016www.inmobi.com VERTICAL VIDEO Ultimate mobile-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. 16. ©INMOBI 2016www.inmobi.com 360° VIDEO An experiential 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. 17. ©INMOBI 2016www.inmobi.com TARGET SEGMENT Ideal for non-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. 18. ©INMOBI 2016www.inmobi.com AGENDA Market Overview Video Ad Formats Video Creative Trends How To Choose The Right Video Partner
  19. 19. ©INMOBI 2016www.inmobi.com MAKE THE RIGHT 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
  20. 20. ©INMOBI 2016www.inmobi.com QUESTIONS
  21. 21. ©INMOBI 2016www.inmobi.com THANK YOU

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