The Future of Mobile Video

Transcription

1 The Future of Mobile Video Tom Simpson Director, Programmatic & Growth, APAC AdColony

2 58% of all online video viewing in 2017 will occur on mobile * ZenithOptimedia forecast 2

3 Largest Global Mobile Platform Most Awarded Mobile Ad Tech Platform in APAC WINNER MARKETING TECHNOLOGY COMPANY OF THE YEAR 2016 & APAC Instant-Play HD Video Zero Buffer Full Screen 90% + Completion Rate Certified 100% MOAT viewable Brand Safe & Transparent Aurora HD Video 59 AWARDS 1.5B 25,000+ 1:1 90% Global unique consumers Of the Top Mobile Working Directly with of the Ad Age Top 100 reached every month Sites & Apps Publishers via SDK Working with Us

4 Media Quality is Most Important Conversation in Advertising Right Now In a complex media environment how can brands deliver media quality?

5 Defining Media Quality 1st Party Supply at Scale Highest Quality Ad Formats Viewability + Brand Safety Delivering Performance KPIs Consumer Choice 5

6 1 st Party Supply at Scale AdColony is the largest source of 1 st party mobile supply outside social 6

7 Mobile apps share of time spent is growing - second only to TV in time spent The Average Asian spends 10 hours and 11 minutes every day on their smartphone Daily minutes TV Mobile: In-App Desktop/laptop Radio Mobile Web Newspapers Source: Forrester; *Source: emarketer, April 2017 (In-App & Web data), 3/1/17 (non-mobile data) 7

8 A global 100% SDK powered footprint second only to Google 1337 SDK advantages 1. Publisher 1 st party Google Play Store Top 1000 Apple App Store Top Fast loading inventory 3. Data collection AdMob/Google MoPub/Twitter AOL/Millennial Source: MixRank, Q

9 Consumers spend 70% of their time outside UGC and Messaging environments 18% 23% # 7 #18 # 63 # 84 # 50 #81 12% 3% 16% Games UGC / Social Messaging News & Sports Other Lifestyle Entertainment # 11 #17 # 37 14% 14% Source: Comscore, SensorTower;

10 Gaming is the a huge opportunity for brands just like UGC 7 years ago, but more brand safe Audience Attention Experience 161 Million monthly uniques 1 36/100 Brand Safe 52/48 m/f split 2 of itunes Top Free Apps are games Gaming Age Breakdown 3 27% 29% 26% 18% 72/100 of itunes Top Grossing Apps are games Full Screen Creative Under to to Highly Viewable * Sources: 1. emarketer, May 2017; Entertainment Software Association, 2016; 4. Sensor Tower itunes App Rankings, August

11 Highest Quality Ad Formats AdColony video is always Full Screen, HD Quality and Zero Buffer 11

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14 100% Viewable Brand Safe Instant-Play HD Video 97% Viewability Rate 93% View Completion Rate Full Screen Zero Buffer HD Quality Brand-Safe & Transparent Video

15 7 Awards Won Globally at

16 Not all Video is Created Equal

17 84% of the time mobile phones are being used in portrait mode *Mobile Marketer, June

18 Instant-Play HD Vertical Video 98% Viewability 93% Video Completion 12% Engagement

19 Introducing Aurora HD Interactive Video The future of mobile video Amazing, life-like graphics Tap into advanced technology to power graphics usually only possible in games or movie special effects. True in-video interactivity Users touch, tap, swipe, tilt and shake to engage with the in-video experience. Video ads you can feel Shake and vibrate devices during key action moments or when a user interacts. 19

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28 Eye-catching creative. Jaw-Dropping results. Initial beta campaigns metrics show massive engagement opportunity 177 % Total Interaction Rate 45% Unique Interaction Rate 90% Viewable Completion Rate 50x 7x 3x Innovid Aurora Instant-Play Aurora MOAT Aurora DEC Total Interaction Rate: Innovid 2017 Global Video Benchmarks for Custom Interactive Video compared to Aurora Unique Interaction Rate: Instant-Play Complex Dynamic End Card benchmark compared to Aurora Viewable Completion Rate: MOAT Q1 benchmark for Mobile In-App Video Audible and Visible on Complete Rate compared to Aurora based on AdColony s MRC-certified viewability technology 28

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30 Viewability + Brand Safety AdColony has 97% Moat Viewability and is ranked #1 globally for brand safety 3 0

31 Unprecedented, industry-leading ad quality scores Source: Moat, Q % 20s 93% 46% 11s 45% Human & Viewable Rate The percentage of impressions that were viewable and delivered to humans In-View Time The average time an ad was viewable in seconds Completion Quality The percentage of video completions that were audible and visible Moat Mobile In-App Benchmarks AdColony Benchmarks 31

32 Number 1 Global Programmatic Supplier

33 Delivering Performance KPIs AdColony video enjoys 93% completion rates (and we also deliver on brand metrics)

34 Our video gets 93% completion rates Video A Video B Video C CPM! $2.00! $10.00! $10.00 Viewability! 46% 97% 70% Video Completion 28% 93% 70% Rate! Cost per Completed $0.016 $0.011 $0.020 Viewable View! Source: Moat, AdColony; 2016

35 Entirely unsurprisingly, delivering high quality video media drives better results for brands 78% 47% 39% 43% 27% 29% 17% 21% 12% 11% 6% 14% 16% 12% 8% General Recall Brand Recall Message Recall Ad Favourability Retail Intent Source: Nielsen, AdColony; 2016 AdColony Instant Play TV Other Online Video

36 Consumer Choice AdColony inventory is permission based and viewed positively by the majority of consumers (unlike preroll) 3 6

37 Natural weight falls into Games and Lifestyle categories across Consumers all demographics prefer to choose when they see ads Entertainmen t Mobile App Reward Consumer attitudes towards various video advertising formats Lifestyle Messaging UGC / Social Games 68% 32% News & Sports Other Gen Z 16% 16% 18% 20% 25% 3% 2% Social Click-to-Play 52% 48% Skippable Pre-Roll 51% 49% Millenials 16% 18% 17% 21% 22% 5% 1% Skippable Mobile Pop- Up 46% Banner Click-To-Play Gen X 45% 55% 13% 17% 16% 19% 24% 8% Featured 3% Social Auto-Play 26% Boomers 15% Pre-Roll 20% 20% 11% 80% 16% 17% 18% % Trends Positive 74% 54% Negative in Mary Meeker s Report Source: Comscore, Nielsen, SensorTower; 2017 Source: Milllward Brown AdReaction Video Creative in a Digital World, 2016 (featured in 2017 Mary Meeker Internet Trends Report) 37 10

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39 More Advertisers Turned to Mobile Video in 2017 Brands flock to mobile video to increase brand awareness and reach more targeted audiences Increase brand awareness 44% Reach more targeted audiences 34% Increase favouribility of the brand 26% Increase intent to purchase 25% Drive consumers to purchase digitally 22% Drive consumers to purchase in store Extend the reach of digital campiagns Increase the frequency of digital Increase frequency of TV campaigns 11% 12% 14% 18% Mobile Video Ad Spend will grow 68% Extend the reach of TV campaigns 8% in 2017 Source: Emarketer, IAB; 2017

40 The Future of Mobile Video is the Future of Video Mobile apps are already the biggest part of consumers lives & video advertising whether marketers realise it or not Mobile specific formats & creativity present an important & unique opportunity for brand equity think vertical! Mobile is personal, so consumer choice & permission is crucial Media quality is emerging as the number 1 priority for brands

41 THANK YOU

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43 Brand Safe & Transparent In-App supply meets App Store guidelines Top-ranking apps Extensive platform controls & white/blacklists Publisher names transparent in 97% of bid requests IVT rates of 0.8%, per Moat 43

44 Ads people like. Outcomes you love. 44

45 A wide range of data signals for targeting Standard data Device type, OS and Carrier State, DMA, and Zip Code App/Site domain Device ID: 90% enriched supply Unique platform data Apps installed GPS location Ads engaged with Leading data & CRM onboarding providers 45

46 Eye-catching creative. Jaw-Dropping results. Initial beta campaigns metrics show massive engagement opportunity 177 % Total Interaction Rate 45% Unique Interaction Rate 90% Viewable Completion Rate 50x 7x 3x Innovid Aurora Instant-Play Aurora MOAT Aurora DEC Total Interaction Rate: Innovid 2017 Global Video Benchmarks for Custom Interactive Video compared to Aurora Unique Interaction Rate: Instant-Play Complex Dynamic End Card benchmark compared to Aurora Viewable Completion Rate: MOAT Q1 benchmark for Mobile In-App Video Audible and Visible on Complete Rate compared to Aurora based on AdColony s MRC-certified viewability technology 46