The Performance & Impact of Mobile Rewarded Video

Transcription

1 The Performance & Impact of Mobile Rewarded Video MMA Webinar Series November 16, 2016 Sponsored By:

2 MMA Purpose WHO The People We Serve Prime Audience: Chief Marketers By helping Marketers do Mobile better, everyone wins. MMA membership represents Marketers, Agency, Media and Technology Enablers from across the globe. MMA is 800+ Members Strong Globally Marketers, Agencies, Media Sellers, Technology & Operators WHY Our Reason for Being Mission: To accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. WHAT Our Strategic Priorities Cultivating Inspiration Aimed at the Chief Marketer; guiding best practices and driving innovation Building Capability for Success Fostering know-how and confidence within the Chief Marketer's organization Demonstrating Measurement and Impact Proving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data Advocacy Working with partners and our members to protect the mobile marketing industry 2 For more information about membership membership@mmaglobal.com

3 Managing Your Questions Share the Insights #MMAWeb 3

4 Presenter John Peragine SVP, Head of Video Rubicon Project Emily McInerney VP, Marketing Tapjoy Moderator Andrea Rota Director of Global Membership Mobile Marketing Association 4

5 CLICK TO EDIT MASTER TITLE STYLE The Performance & Impact of Mobile Rewarded Video

6 CLICK Agenda TO EDIT MASTER TITLE STYLE Click Industry to edit Overview Master text styles Mobile Second Video level Growth Deep Third Dive: level The Performance & Impact of Rewarded Video Best Practices for Rewarded Video Q&A

7 CLICK TO EDIT MASTER TITLE STYLE More brands are employing incentivized ads to help combat the growing problems of ad fraud and viewability, plus the mainstream adoption of ad blocking software. Wall Street Journal Mike Shields

8 CLICK TO EDIT More MASTER buyers TITLE are seeking STYLE video inventory 2-5X engagement 90%+ completion rates 45+ billion video impressions are being served every month Global reach across 600 premium publishers and mobile apps 75%+ viewability rates Rubicon Project s mobile video inventory has grown by 60% in 2016 alone

9 CLICK The forecast TO EDIT is clear MASTER for continued TITLE STYLE growth Date Online Video Mobile Video 2016 $9.8 Billion $8.7 Billion 2017 $11.1 Billion $13.5 Billion 2018 $12.5 Billion $18.5 Billion 2019 $13.4 Billion $25.7 Billion While mobile video is currently on par with online, it s projected to double by 2019

10 CLICK Not only TO Ads is EDIT mobile achieve MASTER video more emotional growth TITLE response exploding, STYLEon smartphones but it also drives a greater emotional than on TV response than television 43 EMOTIONAL RESPONSE 53 EMOTIONAL RESPONSE Yahoo 2015 Confidential & Proprietar y. TV Ads Source: Nielsen Biometric Day in the Life Smartphone Ads

11 CLICK Rewarded TO EDIT video MASTER advertising TITLE really STYLE works Nearly Click to half edit of Master US mobile text styles gamers who play at least monthly prefer Second viewing level rewarded video ads in free-to-play games* *emarketer April 2016

12 CLICK Benefits TO of EDIT rewarded MASTER video TITLE advertising STYLE PUT CONSUMERS IN CONTROL, allowing them to choose Second which level ads to engage with, at which time, in what way MAXIMIZE ENGAGEMENT, enables advertisers to integrate their campaigns into contextually relevant in-app moments OFFERS SOMETHING OF VALUE, these ads work particularly well in mobile games, which have natural breaks in the action

13 About CLICK Tapjoy TO EDIT MASTER TITLE STYLE Global in-app video advertising platform Audience: Second 520MM level active consumers globally 10,000+ Third premium level app partners via direct SDK integration All Tapjoy Fourth Video level is: Immune to Ad Blockers Full-screen, 99% Human & Viewable (MOAT) Opt-in Skippable Rewarded

14 Marketers CLICK TO Big EDIT Challenges MASTER TITLE STYLE Ad Blocking Viewability

15 Marketers CLICK TO Big EDIT Challenges MASTER TITLE STYLE 94% Second Increase level in Ad Blocking YoY on Mobile Web Ad blocking is becoming more mainstream. Source: New York Times, Rise of Ad-Blocking Software Threatens Online Revenue, May 2016

16 Marketers CLICK TO Big EDIT Challenges MASTER TITLE STYLE Users are Opting Out People are skipping, Fourth scrolling level past or not even able Fifth to level see the ad in the first place.

17 The CLICK Real TO Challenge EDIT MASTER TITLE STYLE Lack of ENGAGEMENT

18 The CLICK Ask TO EDIT MASTER TITLE STYLE BETTER Advertising

19 Consumers CLICK TO EDIT Expect MASTER to be Rewarded TITLE STYLE Advertising is most effective when it is part of a value exchange. Consumers are now aware of how much their attention is worth to marketers, and they expect to be rewarded for it. Publicis Media Group 2015 Global Digital Marketing Report

20 Consumers CLICK TO EDIT Prefer MASTER Rewarded TITLE Advertising STYLE 84% Of Consumers Fifth Prefer level Rewarded Ads 91% Of Smartphone Owners Favor Ads That Offer Rewards Source: IPG Media Lab + Kiip: Moments That Matter; June 2014 Source: Forrester Research, June 2014

21 How CLICK it works TO EDIT MASTER TITLE STYLE When we say rewarded video, what does that mean?

22 How CLICK Rewarded TO EDIT Video MASTER Works TITLE STYLE 1) Consumer sees an offer that is natively integrated into the app and opts-in to see a video in exchange for something of value in their app

23 How CLICK Rewarded TO EDIT Video MASTER Works TITLE STYLE 2) Consumer watches your full-screen, 100% viewable video ad

24 How CLICK Rewarded TO EDIT Video MASTER Works TITLE STYLE 3) Consumer is given the reward and sees a post-video end card that drives an action

25 CLICK TO EDIT MASTER TITLE STYLE Performance & Impact of Rewarded Video

26 Performance CLICK TO EDIT & Impact MASTER of Rewarded TITLE STYLE Video Industry-leading engagement Incredibly positive impact on consumers attitudes Verified By:

27 Performance CLICK TO EDIT of Rewarded MASTER Video TITLE STYLE Video Completion Rate MOAT Mobile Fifth Benchmark level 52% 1.5x Greater Than Mobile Benchmark MOAT-Verified Tapjoy Average 79% Source: MOAT, Tapjoy Performance, Oct 2016

28 Performance CLICK TO EDIT of Rewarded MASTER Video TITLE STYLE Post-Video CTR Mobile Benchmark 1.4% 2.9x Greater Than Mobile Benchmark Tapjoy Average 4% Source: MMA, Mobile Video Benchmark Study, April 2014

29 comscore CLICK TO Research: EDIT MASTER Impact TITLE of Rewarded STYLE Video 2-Year Study 13 Brands CPG, Finance, Insurance, Auto, Dining, Retail Methodology: Control vs Exposed Total Sample Size: 24,330 Consumers

30 comscore CLICK TO Research: EDIT MASTER Impact TITLE of Rewarded STYLE Video Upper Funnel Metrics Aided Awareness Mobile Ad Recall Message Association Avg. Lift From Tapjoy comscore Mobile Norm Lower Funnel Metrics Brand Favorability Purchase Intent comscore, Tapjoy Platform Study, March 2016

31 Impact CLICK of TO Rewarded EDIT MASTER Video TITLE STYLE Rewarded Video Drives an Increase in Aided Awareness +19 Point Lift 7.6x Greater Than Mobile Benchmark Avg. Point Lift: +2.5 comscore Mobile Benchmark Average Lift From Tapjoy comscore, Tapjoy Platform Study, March 2016

32 Impact CLICK of TO Rewarded EDIT MASTER Video TITLE STYLE Rewarded Video Drives an Increase in Mobile Ad Recall Avg. Point Lift: Point Lift 2x Greater Than Mobile Benchmark comscore Mobile Benchmark Average Lift From Tapjoy comscore, Tapjoy Platform Study, March 2016

33 Impact CLICK of TO Rewarded EDIT MASTER Video TITLE STYLE Rewarded Video Drives an Increase in Message Association Avg. Point Lift: Point Lift 5.3x Greater Than Mobile Benchmark comscore Mobile Benchmark Average Lift From Tapjoy comscore, Tapjoy Platform Study, March 2016

34 Impact CLICK of TO Rewarded EDIT MASTER Video TITLE STYLE Rewarded Video Drives an Increase in Favorability +5 Point Lift 1.6x Greater Than Mobile Benchmark Avg. Point Lift: +3 comscore Mobile Benchmark Average Lift From Tapjoy comscore, Tapjoy Platform Study, March 2016

35 Impact CLICK of TO Rewarded EDIT MASTER Video TITLE STYLE Rewarded Video Drives an Increase in Purchase Intent Avg. Point Lift: Point Lift On Par With Mobile Benchmark comscore Mobile Benchmark Average Lift From Tapjoy comscore, Tapjoy Platform Study, March 2016

36 Performance CLICK TO EDIT & Impact MASTER of Rewarded TITLE STYLE Video +10 Point Lift Perception of Brand Third Quality level +12 Point Lift Brand Respect 63% +10 Point Lift 73% 54% +12 Point Lift 66% 39% +11 Point Lift 50% +11 Point Lift Perception that Brand is Premium Quality Brand Brand Respect Premium Brand Non-Rewarded Ads Rewarded Ads Source: IPG Media Lab + Kiip: Moments That Matter, June 2014

37 Summary: CLICK TO Performance EDIT MASTER & Impact TITLE STYLE Rewarded Click Video to edit vs Non-Rewarded Master text styles Video Completion Rate: Post-Video CTR: Lift in Awareness: Fifth Lift level in Recall: Lift in Association: Lift in Favorability: Lift in Purchase Intent: 1.5x Higher 2.9x Higher 7.6x Greater 2x Greater 5.3x Greater 1.6x Greater On Par

38 CLICK TO EDIT MASTER TITLE STYLE Best Practice: Rewarded Video

39 Best CLICK Practice: TO EDIT Rewarded MASTER Video TITLE STYLE In-Game 32% of Time Spent on Mobile Is Spent Playing Mobile Games Games: #1 App Category (most downloads) The majority of US Adults - 180MM - play games on their mobile regularly

40 Best CLICK Practice: TO EDIT Rewarded MASTER Video TITLE STYLE In-Game: The Ideal Environment For Rewarded Advertising The reward is native to the app & provides immediate value Consumers are in a positive state of mind

41 Best CLICK Practice: TO EDIT Rewarded MASTER Video TITLE STYLE How do people feel while playing mobile games? Source: Tapjoy, Understanding the Modern Day Mobile Gamer, September 2016 Question: How do you feel when playing games on your phone/tablet? (Check all that apply)

42 CLICK Tapjoy TO Private EDIT Exchange MASTER Powered TITLE STYLE by Rubicon Project Tapjoy Rewarded Video. Videos are natively integrated into Tapjoy has partnered with Rubicon Project to provide access to 10,000+ premium apps. 100% IN-APP 100% VIEWABLE

43 How CLICK To TO Get EDIT Started MASTER TITLE STYLE Contact Tapjoy at to set up a PMP so you can start running rewarded video today! If you want to run Fourth on level the Rubicon GO Platform, contact sales@rubiconproject.com and ask for Tapjoy.

44 CLICK TO EDIT MASTER TITLE STYLE Thank You!

45 CLICK TO EDIT MASTER TITLE STYLE Q&A

46 Be Inspired and Learn MMA Webinar Series Upcoming MMA Events The Strange Future of Mobile and Beyond Thursday, December 8th 2016 Mobile Marketing Trends Wednesday, December 14th MMA Forum Singapore November 28, 2016 MMA Forum Paris December 1, 2016 mmaglobal.com/webinars mmaglobal.com/calendar/monthly 46

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