Presentation delivered at the Spring 2015 Marketing Forum - May 4, 2015

1. Session Title
Speaker Name
Speaker Company
The New First Screen
Mobile Video for Marketing
Michael Collins
SVP Marketing
JW Player
Share what you’ve learned #MarketingForum @MKTForum

2. Mobile Video Is On the Rise
Increasing Share of
Total Video Views
Global
Reach
Improved
Conversion Rates
Sources: freewheel.tv, eyeview.com, jwplayer.com/trends/

3. HOW CAN MARKETERS MAKE
VIDEO CONTENT MORE
IMPACTFUL FOR MOBILE?

4. Strong Platform = Viewability
➔ Use a cloud-hosted video
player for fast loading
➔ Leverage adaptive
streaming

5. Adaptive Streaming Benefits
Ø Video is downloaded in chunks of 10 seconds
◆ Allows “snacking” mobile users to skip around
◆ Saves up to 70% of bandwidth
Ø Reduction in Buffering Keeps Viewers Engaged

6. Responsive Design for UX/SEO
Ø 90% of consumers own
multiple devices
Ø Switch between
devices to accomplish a
single goal
Ø Mobile video needs to
shift seamlessly
between screens Source: seobook.com

7. Keep the Experience Engaging
As viewers switch
devices and sites,
branding and enhanced
features can help
keep viewers
engaged:
➔ Custom skins
➔ Brand control
➔ Interactivity

8. Boost Sharing + Discovery
Share features on mobile video and social
networks can be powerful tools for driving
awareness of your brand
Strategies to redirect to your own
conversion-oriented site:
Ø Post only only teasers and direct to your site
Ø Embrace Twitter Cards

9. Mobile Video Viewers “Snack”
Ø Mobile video viewers
graze
Ø Looking to discover new
content
Ø They will view later on
another device
Ø Overall time watching is
less, but intent is higher

10. Mobile Video KPIs and A|B Tests
Track:
Ø Views by device
Ø Mobile browser vs. native app engagement
Ø Download speeds
Test:
Ø In-player calls to action
Ø Video Length
Ø Ad placement: pre-roll vs mid-roll vs post-roll

11. Practicing What We Preach
Ø Puts video front-and-center
Ø HLS adaptive streaming playback
Ø SEO-friendly responsive design
Ø Simpler UX for mobile
Ø Custom player skins
Ø Video sharing features

12. Best Practices to Adopt Today
Leverage
social
sharing
4
Seamless
playback,
everywhere
4
Mobile-
friendly
design
2
Make it a
branded
experience
3
Measure
views and
engagement
5
1