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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Mobile Video Ads: Everything a developer needs to know
Sight. Sound. Motion | #WinWithVideo Series - Part-1 | August 25th, 2016

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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.

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AGENDA
Market Overview
Video Ad Formats
Video Creative Trends
How To Choose The Right Video Partner
Market Overview

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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

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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

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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.

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AGENDA
Market Overview
Video Ad Formats
Video Creative Trends
How To Choose The Right Video Partner

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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

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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

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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

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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

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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

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AGENDA
Market Overview
Video Ad Formats
Video Creative Trends
How To Choose The Right Video Partner

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100% screen size
VERTICAL VIDEOVs.
THE WORLD IS #VERTICAL
Horizontal Vs Vertical
25% screen size
HORIZONTAL VIDEO

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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

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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

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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

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AGENDA
Market Overview
Video Ad Formats
Video Creative Trends
How To Choose The Right Video Partner

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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

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QUESTIONS

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THANK YOU