2. We know that spend is growing fast as buying points
increase
1601% growth year on year!
Source; IAB / PwC Digital Adspend 2012
Four major video
buying points in
2010
Over triple that in
2013, with a raft of
different innovations
3. This is being led by consumer behaviour as they
move to the most convenient screen for video
36.5% watch ‘video’ each month on their mobile
35.1% watched web content on their mobile
Source; ComScore MobiLens 2013 and Google
10% watch video on mobile every day
32%
growth
YOY
200%
growth
YOY
Facebook is the 2nd largest video platform
19.2%
view via
facebook
4. It is important that we don’t assume we can plan ‘screen
neutral’ because our audiences are platform agnostic
Research shows we need
to plan screen specific
creatively
Reusing your TV copy is
not the most effective way
of gaining lasting
engagement
Source; Celtra 2013
TV Commercial
Trailer
Bespoke content
5. Give them great content and then give them the
opportunity to engage more, or share
They’re waiting to be
entertained
Give them something
that captures their
attention and the option
to satisfy their curiosity
100M+ people/week are social on YouTube
6. And remember to take advantage of the platform
you are delivering your video on
Location relevance in ad improves effectiveness by 75%
7. If you’re delivering video in banner, tailor your creative
but be sure to track beyond the click
A high CTR doesn’t guarantee
the best quality traffic.
If you want video views you
need to track accordingly
Source; MediaCom 2012
CTR Completion
rate
Network A 1.38% 13%
Network B 0.47% 58%
8. It’s important to test and learn now, around the corner is
4G, which will change content consumption again
8
Despite the slow adoption of 4G with EE, the growth of mobile content
consumption could go exponential from2013 when take up grows
This is happening on 3G
This is 4G
9. To wrap up
1. Investment is beginning to grow with opportunity
2. Our audiences are already migrating to watch video on mobile
3. We must prepare a screen specific strategy
4. Give people the opportunity to discover more
5. Remember to leverage mobile’s in built USP’s
■ E.g. location
6. Optimise beyond the click
7. Test and learn so you are ready for the next step change – 4G
