© InMobi 2016www.inmobi.com
MEASURING MOBILE VIDEO ADS
Sight. Sound. Motion | #WinWithVideo Series - Part-2 | October 5th,...
©INMOBI 2016www.inmobi.com
SPEAKERS
Abhishek Khurana
Product Marketing, Performance Advertising
Tanvi Kapoor
Product Marke...
©INMOBI 2016www.inmobi.com
AGENDA
Video Ad Journey
Formats
Performance Metrics
Attribution
Pricing
Viewability
© InMobi 2016www.inmobi.com
THE VIDEO AD JOURNEY
Ad Request
Ad Served
Ad Rendered
Ad Played
Ad Viewable
Q1 Complete
Q3 Com...
© InMobi 2016www.inmobi.com
AGENDA
Video Ad Journey
Formats
Performance Metrics
Attribution
Pricing
Viewability
© InMobi 2016www.inmobi.com
UNDERSTANDING THE DIFFERENT MOBILE VIDEO AD FORMATS
• VAST Video
• VPAID Video
• MRAID Video
•...
© InMobi 2016www.inmobi.com
UNDERSTANDING THE DIFFERENT MOBILE VIDEO AD FORMATS
VAST VPAID MRAID
Definition Video Ad Servi...
© InMobi 2016www.inmobi.com
AGENDA
Video Ad Journey
Formats
Performance Metrics
Attribution
Pricing
Viewability
© InMobi 2016www.inmobi.com
PERFORMANCE METRIC: SCALE
Who does it matter to?
• Advertisers – What is the # of users who se...
© InMobi 2016www.inmobi.com
PERFORMANCE METRIC: COMPLETION RATE
Who does it matter to?
• Brand Advertisers – What % of the...
© InMobi 2016www.inmobi.com
PERFORMANCE METRIC: COMPLETION RATE
Average Benchmarks
MMA Average Facebook InMobi
Q1 55% 46% ...
© InMobi 2016www.inmobi.com
PERFORMANCE METRIC: COMPLETION RATE
What factors influence the completion rate?
• Length of th...
© InMobi 2016www.inmobi.com
LEARN MORE
SAMSUNG
25% OF SCREEN:
HORIZONTAL
VIDEO
100% OF
SCREEN:
VERTICAL VIDEO
IMPROVING CO...
© InMobi 2016www.inmobi.com
PERFORMANCE METRIC: AVERAGE VIEWING TIME
Who does it matter to?
• Brand Advertisers – What is ...
© InMobi 2016www.inmobi.com
PERFORMANCE METRIC: AVERAGE VIEWING TIME
What is the Facebook Reporting controversy?
• Faceboo...
© InMobi 2016www.inmobi.com
PERFORMANCE METRIC: CLICK-THROUGH RATE
Who does it matter to?
• Advertisers who have a clear c...
© InMobi 2016www.inmobi.com
What factors influence the click-through rate?
• Content of the video
• Device of the user
• T...
© InMobi 2016www.inmobi.com
INTERACTIVE END CARDS DELIVER BEST CTRs
Pre/Mid/Post Roll – No
End Card
HD Video – Static End
...
© InMobi 2016www.inmobi.com
PERFORMANCE METRIC: CONVERSION RATE
Who does it matter to?
• Typically App Install advertisers...
© InMobi 2016www.inmobi.com
What factors influence the conversion rate?
• Audience targeting - to show the right propositi...
© InMobi 2016www.inmobi.com
AGENDA
Video Ad Journey
Formats
Performance Metrics
Attribution
Pricing
Viewability
© InMobi 2016www.inmobi.com
ATTRIBUTION: 101
© InMobi 2016www.inmobi.com
SYNC FLOW INTRODUCES POST-CLICK LATENCY LEADING TO DROP-OFFS
© InMobi 2016www.inmobi.com
ASYNC USING S2S REDUCES POST-CLICK LATENCY
15-25% CVR
Improvement!
Ensure your tracking partne...
© InMobi 2016www.inmobi.com
A VIEW CAN INFLUENCE BEYOND BRAND AWARENESS TO
DRIVE USER INTENT AND CONVERSIONS
AFTER VIEWING...
© InMobi 2016www.inmobi.com
Exposure to
Impression/View
48 hours
IDEAL VIEW-THROUGH
WINDOW
USER CONVERSION
POINT
USE OPTIM...
© InMobi 2016www.inmobi.com
AGENDA
Video Ad Journey
Formats
Performance Metrics
Attribution
Pricing
Viewability
© InMobi 2016www.inmobi.com
DIFFERENT PRICING MODELS FOR MOBILE VIDEO AD FORMATS
Pricing Model Scale Potential Definition ...
© InMobi 2016www.inmobi.com
AGENDA
Video Ad Journey
Formats
Performance Metrics
Attribution
Pricing
Viewability
© InMobi 2016www.inmobi.com
VIEWABILITY
© InMobi 2016www.inmobi.com
VIEWABILITY – INDUSTRY DEFINITIONS
MRC Definition:
At least 50% of the pixels of the video ad ...
©INMOBI 2016www.inmobi.com
QUESTIONS
©INMOBI 2016www.inmobi.com
THANK YOU!
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Measuring the success of video ad formats

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Mobile video has transformed the digital world in 2016 and it's no wonder that today’s connected consumer has fully embraced it: eMarketer reported that more consumers are watching videos than listening to music on mobile; a Nielsen study highlighted the one-to-one experience with 73 percent of mobile-only viewers.

The personal TV-like experience on mobile is notable for in-app videos. With interesting video ad formats such as Vertical videos, 360 degree videos, pre-roll videos and interstitial videos, there are endless possibilities to engage today's consumers through video. But one thing that remains constant is the need to measure performance and effectiveness of the video ads.

In this PPT, you will learn:

1. What are the most important metrics to measure the success of a video ad campaign
2. What are the benchmarks for these different metrics across the globe
3. What are the basic things to keep in mind to ensure the effectiveness of the video ad campaign

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Measuring the success of video ad formats

  1. 1. © InMobi 2016www.inmobi.com MEASURING MOBILE VIDEO ADS Sight. Sound. Motion | #WinWithVideo Series - Part-2 | October 5th, 2016
  2. 2. ©INMOBI 2016www.inmobi.com SPEAKERS Abhishek Khurana Product Marketing, Performance Advertising Tanvi Kapoor Product Marketing, Brand Solutions
  3. 3. ©INMOBI 2016www.inmobi.com AGENDA Video Ad Journey Formats Performance Metrics Attribution Pricing Viewability
  4. 4. © InMobi 2016www.inmobi.com THE VIDEO AD JOURNEY Ad Request Ad Served Ad Rendered Ad Played Ad Viewable Q1 Complete Q3 Complete Q2 Complete Video Complete Click Conversion Ad Loaded
  5. 5. © InMobi 2016www.inmobi.com AGENDA Video Ad Journey Formats Performance Metrics Attribution Pricing Viewability
  6. 6. © InMobi 2016www.inmobi.com UNDERSTANDING THE DIFFERENT MOBILE VIDEO AD FORMATS • VAST Video • VPAID Video • MRAID Video • SiteServed
  7. 7. © InMobi 2016www.inmobi.com UNDERSTANDING THE DIFFERENT MOBILE VIDEO AD FORMATS VAST VPAID MRAID Definition Video Ad Serving Template Video Player Ad Interface Definition Mobile Rich Media Ad Interface Definition What is it? Generic framework for facilitating communication between the video ad server and the video player – defines the video experience Framework for facilitating interactions between the video player and ad unit focused on enabling a rich interactive experience – overlays, click interaction, etc. An API for facilitating interactions for a rich interactive creative within an in-app environment. The unit may or may not contain a video element. Environments Supported Works on Desktop and Mobile Originally designed for Desktop. Was being used on mobile web as well. Designed specifically for Mobile In-App Video Experience Supports video with or without companion ads. The companion ad may be a static image or a rich experience Supports interactive video with overlays. Used to rely heavily on flash, but this is changing now Supports interactive creatives through HTML5 players and javascript Measurement Standardized to measure basic metrics like plays, quartile completions Standardized to measure advanced metrics like interactions, pause/play, sound, viewability, in addition to basic metrics Does not have standards for measuring video specific metrics, but can be customized to measure anything
  8. 8. © InMobi 2016www.inmobi.com AGENDA Video Ad Journey Formats Performance Metrics Attribution Pricing Viewability
  9. 9. © InMobi 2016www.inmobi.com PERFORMANCE METRIC: SCALE Who does it matter to? • Advertisers – What is the # of users who see the video ad? At what scale is the marketing message being distributed? How is it calculated? • Users – The # of users who see the video ad • Unique Users – The # of unique users who see the video ad at least once • Video Views – The # of time the video ad was viewed
  10. 10. © InMobi 2016www.inmobi.com PERFORMANCE METRIC: COMPLETION RATE Who does it matter to? • Brand Advertisers – What % of the marketing message is being conveyed to the user • Publishers – Especially for CPCV billed campaigns How is it calculated? • Quartile Completions: # of quartile views completed / # of total views • Completion Rate: # of completed views / # of total views
  11. 11. © InMobi 2016www.inmobi.com PERFORMANCE METRIC: COMPLETION RATE Average Benchmarks MMA Average Facebook InMobi Q1 55% 46% 88% Q2 31% 28% 79% Q3 26% 18% 73% Q4 24% 11% 66% Sources: http://www.mmaglobal.com/files/whitepapers/MMA_Video_Benchmarking_Study_FINAL_v4.pdf https://www.salesforce.com/blog/2016/02/facebook-video-ads-global.html
  12. 12. © InMobi 2016www.inmobi.com PERFORMANCE METRIC: COMPLETION RATE What factors influence the completion rate? • Length of the video ad – 15 second is the sweet spot on mobile • Content quality optimized for mobile • Publisher Placement – Is it skippable or non- skippable? • Time of day variation • Is it a mobile first format – vertical video vs landscape video? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Hourly Variation of Video Ad Completion Rates - GMT Skippable Video Ads Non-Skippable Video Ads Average
  13. 13. © InMobi 2016www.inmobi.com LEARN MORE SAMSUNG 25% OF SCREEN: HORIZONTAL VIDEO 100% OF SCREEN: VERTICAL VIDEO IMPROVING COMPLETION RATES: MOBILE FIRST VIDEO FORMATS
  14. 14. © InMobi 2016www.inmobi.com PERFORMANCE METRIC: AVERAGE VIEWING TIME Who does it matter to? • Brand Advertisers – What is the average length of video viewed? What time frame do you have to communicate your main value proposition? How is it calculated? • Average Viewing Time = Total # of seconds of video viewed / # of video views • Example: If total viewing time of a 30 second video ad is 1200 secs and total # of video views is 100, then average viewing time = 1200/100 = 12 secs
  15. 15. © InMobi 2016www.inmobi.com PERFORMANCE METRIC: AVERAGE VIEWING TIME What is the Facebook Reporting controversy? • Facebook counted video views as # of views which crossed 3 seconds • This is roughly 50% of the # of users who view a video in a scrolling environment. Facebook conveyed the average viewing time as 1200/50 = 24 secs (an inflation of 100% on the actual 12 secs) • The average viewing time metric was inflated by 60-80% • Advertisers have taken decisions on the content quality as well as how much to spend on different advertising platforms based on these metrics
  16. 16. © InMobi 2016www.inmobi.com PERFORMANCE METRIC: CLICK-THROUGH RATE Who does it matter to? • Advertisers who have a clear call-to-action in the campaign. Typically app download advertisers who nudge the user to download an app. Call-to-action for brand advertisers could be lead generation such as register here, and so on. How is it calculated? • Click Through Rate (CTR) % = # of Clicks / # of Impressions • Note: Compare CTR’s for the same media type to give indication of which creative message is encouraging the most clicks for the audience of traffic it is being displayed to.
  17. 17. © InMobi 2016www.inmobi.com What factors influence the click-through rate? • Content of the video • Device of the user • Time of Day/Day of Week variation • Video format i.e. rich end card vs static end card vs no end card PERFORMANCE METRIC: CLICK-THROUGH RATE CTR VARIATION I P HONE 6 P LUS M OTO G NE X US 6P I P AD DROI D TURBO CTR BY DEVICE
  18. 18. © InMobi 2016www.inmobi.com INTERACTIVE END CARDS DELIVER BEST CTRs Pre/Mid/Post Roll – No End Card HD Video – Static End Card MRAID Video – Interactive End Card 1X 2X 4X
  19. 19. © InMobi 2016www.inmobi.com PERFORMANCE METRIC: CONVERSION RATE Who does it matter to? • Typically App Install advertisers or Brand advertisers looking to promote their apps How is it calculated? • Conversion Rate (CVR) % = # of Conversions/ # of Clicks • Conversion could imply a range of actions such as an app download, a purchase, a registration, level 1 completion and so on
  20. 20. © InMobi 2016www.inmobi.com What factors influence the conversion rate? • Audience targeting - to show the right proposition to the right user • Frequency capping and pacing – to control/pace the number of times the same proposition is shown to the user to prevent user fatigue • Attribution Method PERFORMANCE METRIC: CONVERSION RATE
  21. 21. © InMobi 2016www.inmobi.com AGENDA Video Ad Journey Formats Performance Metrics Attribution Pricing Viewability
  22. 22. © InMobi 2016www.inmobi.com ATTRIBUTION: 101
  23. 23. © InMobi 2016www.inmobi.com SYNC FLOW INTRODUCES POST-CLICK LATENCY LEADING TO DROP-OFFS
  24. 24. © InMobi 2016www.inmobi.com ASYNC USING S2S REDUCES POST-CLICK LATENCY 15-25% CVR Improvement! Ensure your tracking partner supports Async Flow
  25. 25. © InMobi 2016www.inmobi.com A VIEW CAN INFLUENCE BEYOND BRAND AWARENESS TO DRIVE USER INTENT AND CONVERSIONS AFTER VIEWING A DISPLAY AD, USER INTENT measured through search activity increases by 155% POST-IMPRESSION, USER CONVERSIONS shot up by 60% RISE IN USER INTENT ON MOBILE AFTER A VIEW RISE IN USER CONVERSIONS POST-IMPRESSION 155% 60% Source: Specific Media, Yahoo! Research Source: InMobi Network Insights 85% of all online users are NON- CLICKERS* of all users on the InMobi Network are NON-CLICKERS75% *Non clickers are users who do not click on a display ad in a month
  26. 26. © InMobi 2016www.inmobi.com Exposure to Impression/View 48 hours IDEAL VIEW-THROUGH WINDOW USER CONVERSION POINT USE OPTIMAL ATTRIBUTION WINDOWS TO OPTIMIZE CAMPAIGNS AND GET THE TRUE ROI 75% view-based installs occur by DAY 2 Source: InMobi Network Insights
  27. 27. © InMobi 2016www.inmobi.com AGENDA Video Ad Journey Formats Performance Metrics Attribution Pricing Viewability
  28. 28. © InMobi 2016www.inmobi.com DIFFERENT PRICING MODELS FOR MOBILE VIDEO AD FORMATS Pricing Model Scale Potential Definition Interpretations CPM High Cost per 1000 impressions/views for video Video starts to play = 1 impression MRC Viewability: Video plays for atleast 2 seconds = 1 impression Facebook: Video plays for atleast 3 seconds = 1 impression Youtube: Video plays for min(length of video, 30 seconds) = 1 impression CPI Medium Cost per install i.e. Cost/Number of installs -
  29. 29. © InMobi 2016www.inmobi.com AGENDA Video Ad Journey Formats Performance Metrics Attribution Pricing Viewability
  30. 30. © InMobi 2016www.inmobi.com VIEWABILITY
  31. 31. © InMobi 2016www.inmobi.com VIEWABILITY – INDUSTRY DEFINITIONS MRC Definition: At least 50% of the pixels of the video ad are in view for at least 2 continuous seconds AVOC – Audibility and Viewability on Completion Definition (by MOAT): The video is in view and audible on video complete – Preferred by CPG brands WPP Definition: The ad is user initiated and hence 100% in view, for at least 50% of the video duration with audio ON Source: Integral Ad Science, H1 2016 Media Quality Report
  32. 32. ©INMOBI 2016www.inmobi.com QUESTIONS
  33. 33. ©INMOBI 2016www.inmobi.com THANK YOU!

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