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© InMobi 2016www.inmobi.com
Mobile Video Ads: Everything you need to know
Sight. Sound. Motion #WinWithVideo - September 27th, 2016
©INMOBI 2016www.inmobi.com
SPEAKERS
Navin Madhavan
Head of Publisher Partnerships
Navin heads publisher partnerships and business
development for InMobi and has been at InMobi since 2014.
Abhishek Khurana
Global Product Marketing Manager, User
Acquisition
Abhishek leads the global product marketing efforts for
advertisers at InMobi, and has been with InMobi since 2013.
Navinmadhavan madnavin khuranaabhishek
©INMOBI 2016www.inmobi.com
AGENDA
Market Overview
Video Ad Formats
Trending Video Creatives
How To Choose The Right Video Partner
Market Overview
© InMobi 2016www.inmobi.com
RISE OF EMOTIVE STORYTELLING: GROWTH OF IN-APP VIDEOS
Today
of all videos are
watched on mobile
45%
By 2020, Mobile video ad spends are estimated to increase to 47%, up from 25% in 2015
$3.25
$11.4
$19.77
$29.7
$41.4
$53.5
Digital Video Ad Spending, by Device, 2013-2018
Billions and % change
of all mobile video
ads are viewed in-app
75%
2013 2014 2015 2016 2017 2018
166.5% 113.0% 70.4% 50.2% 29.3% 17.1%
Mobile
Source: KPMG, eMarketer
$3.10 $4.27 $5.15 $5.65 $6.16 $6.86
$0.72
$1.54
$2.62
$3.94
$5.09
$5.96
18.3% 37.8% 20.5% 9.8% 9.0% 11.3%
Desktop
Total Ad Spend for
India, Indonesia, China,
South Korea, Japan
©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.
©INMOBI 2016www.inmobi.com
INMOBI VIDEO INSIGHTS #WINWITHVIDEO
While APAC witnessed a 107%
growth in video ad consumption
©INMOBI 2016www.inmobi.com
INMOBI VIDEO INSIGHTS #WINWITHVIDEO
©INMOBI 2016www.inmobi.com
AGENDA
Market Overview
Video Ad Formats
Trending Video Creatives
How To Choose The Right Video Partner
©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
©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
©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
©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
©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
©INMOBI 2016www.inmobi.com
AGENDA
Market Overview
Video Ad Formats
Trending Video Creatives
How To Choose The Right Video Partner
©INMOBI 2016www.inmobi.com
100% screen size
VERTICAL VIDEOVs.
THE WORLD IS #VERTICAL
Horizontal Vs Vertical
25% screen size
HORIZONTAL VIDEO
©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
©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
©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
©INMOBI 2016www.inmobi.com
AGENDA
Market Overview
Video Ad Formats
Trending Video Creatives
How To Choose The Right Video Partner
©INMOBI 2016www.inmobi.com
MAKE THE RIGHT PLAY
OBJECTIVE
MONETIZEADVERTISE
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.
Select an advertising partner who lets you target
these audiences across premium supply and
optimizes for LTV.
Carefully identify a tracking partner.
Kochava, Tune, Appsflyer, Adjust
©INMOBI 2016www.inmobi.com
QUESTIONS
For any questions, contact supriya.goswami@inmobi.com or
winwithvideo@inmobi.com
©INMOBI 2016www.inmobi.com
THANK YOU

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Everything you need to know about mobile video ads in india and apac

  • 1. © InMobi 2016www.inmobi.com Mobile Video Ads: Everything you need to know Sight. Sound. Motion #WinWithVideo - September 27th, 2016
  • 2. ©INMOBI 2016www.inmobi.com SPEAKERS Navin Madhavan Head of Publisher Partnerships Navin heads publisher partnerships and business development for InMobi and has been at InMobi since 2014. Abhishek Khurana Global Product Marketing Manager, User Acquisition Abhishek leads the global product marketing efforts for advertisers at InMobi, and has been with InMobi since 2013. Navinmadhavan madnavin khuranaabhishek
  • 3. ©INMOBI 2016www.inmobi.com AGENDA Market Overview Video Ad Formats Trending Video Creatives How To Choose The Right Video Partner Market Overview
  • 4. © InMobi 2016www.inmobi.com RISE OF EMOTIVE STORYTELLING: GROWTH OF IN-APP VIDEOS Today of all videos are watched on mobile 45% By 2020, Mobile video ad spends are estimated to increase to 47%, up from 25% in 2015 $3.25 $11.4 $19.77 $29.7 $41.4 $53.5 Digital Video Ad Spending, by Device, 2013-2018 Billions and % change of all mobile video ads are viewed in-app 75% 2013 2014 2015 2016 2017 2018 166.5% 113.0% 70.4% 50.2% 29.3% 17.1% Mobile Source: KPMG, eMarketer $3.10 $4.27 $5.15 $5.65 $6.16 $6.86 $0.72 $1.54 $2.62 $3.94 $5.09 $5.96 18.3% 37.8% 20.5% 9.8% 9.0% 11.3% Desktop Total Ad Spend for India, Indonesia, China, South Korea, Japan
  • 5. ©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.
  • 6. ©INMOBI 2016www.inmobi.com INMOBI VIDEO INSIGHTS #WINWITHVIDEO While APAC witnessed a 107% growth in video ad consumption
  • 8. ©INMOBI 2016www.inmobi.com AGENDA Market Overview Video Ad Formats Trending Video Creatives How To Choose The Right Video Partner
  • 9. ©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
  • 10. ©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
  • 11. ©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
  • 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. ©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
  • 14. ©INMOBI 2016www.inmobi.com AGENDA Market Overview Video Ad Formats Trending Video Creatives How To Choose The Right Video Partner
  • 15. ©INMOBI 2016www.inmobi.com 100% screen size VERTICAL VIDEOVs. THE WORLD IS #VERTICAL Horizontal Vs Vertical 25% screen size HORIZONTAL VIDEO
  • 16. ©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
  • 17. ©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
  • 18. ©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
  • 19. ©INMOBI 2016www.inmobi.com AGENDA Market Overview Video Ad Formats Trending Video Creatives How To Choose The Right Video Partner
  • 20. ©INMOBI 2016www.inmobi.com MAKE THE RIGHT PLAY OBJECTIVE MONETIZEADVERTISE 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. Select an advertising partner who lets you target these audiences across premium supply and optimizes for LTV. Carefully identify a tracking partner. Kochava, Tune, Appsflyer, Adjust
  • 21. ©INMOBI 2016www.inmobi.com QUESTIONS For any questions, contact supriya.goswami@inmobi.com or winwithvideo@inmobi.com