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Video Killed the Display Ad Star
MMA Webinar Series October 28, 2014
Sponsored By:
About the MMA The MMA is the world's leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA's mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.
Anchoring the MMA's mission are four core pillars:
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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
About the MMA Additionally MMA committees work collaboratively to develop and advocate global best practices and lead standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate-Palmolive, Dunkin' Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L'Oreal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc. Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more.
The MMA's global headquarters are located in New York and it has regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC), with local councils in 17 countries.
For more information about membership email: [email protected] or visit http://www.mmaglobal.com/member-center/benefits.
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MMA Members Include
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MMA Members Include
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Today’s Agenda
The Mobile Video Opportunity Profile of a Mobile Video Viewer How to Create a Compelling Mobile Video Experience
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Key Insights to be Shared We’re spending 2 hours and 42 minutes a day on mobile- and 86% of that time is in app The TV generation is watching mobile video- but so are millennials Advanced audience targeting can increase conversions by up to 7x Video is effective for every step of the funnel, but good creative matters High-performing video ads have a clear CTA
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Presenters
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Moderator
Leo Scullin Head of Global Industry Initiatives Mobile Marketing Association
Sean Galligan VP, Sales and Business Development Flurry
Jarah Euston Vice President, Analytics and Marketing Flurry
Managing Your Questions
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Share the Insights #MMAWeb
VIDEO KILLED THE DISPLAY STAR: HOW TO REACH YOUR AUDIENCE WITH VIDEO PRESENTED BY: SEAN GALLIGAN, VP SALES & BUSINESS DEVELOPMENT JARAH EUSTON, VP, ANALYTICS & MARKETING
FLURRY MAKES MOBILE PERSONAL
Mobile is personal, ads should be too
We help brands & agencies like yours reach their target consumer every day
THE FLURRY DATA DIFFERENCE
WE COLLECT DATA FROM 7 APPS PER DEVICE
WE SEE ACTIVITY FROM AN AVERAGE OF 7 APPS PER DEVICE
From 1.3 billion devices worldwide FROM 1.3 BILLION DEVICES WORLDWIDE MONTHLY
THAT’S OVER 1/3 OF ALL APP ACTIVITY
Flurry sees behavior across apps
Allowing us to be precise in building audiences
THE MOBILE VIDEO OPPORTUNITY
$7 billion digital video marketplace
75% growth in two years
• US Mobile Video Advertising Market ($B)
Mobile Video Advertising Growing Fast
Source: eMarketer, 2014
Total Mobile Video Ad Spend ($B)
0.7
1.5
2.4
3.4
4.4
5.4
0
1
2
3
4
5
6
2013 2014 2015 2016 2017 2018
We’re Spending More time on Mobile
Source: Flurry
And Most of that Time is Spent in App
Source: Nielsen, Mobile Marketer
Video Ads Work on Mobile
Compared to display
Primary considerations when planning video advertising campaigns
Driving forces behind video ad spend
87%
85%
81%
80%
61%
54%
52%
Targeting
Reach
Content
Price
Interactivity
Cross-Screen
Viewability
Source: eMarketer, September 2014
TAKE AUDIENCE TARGETING A STEP FURTHER
A Portrait of a Video Ad Viewer: Gender
Source: Flurry for Publishers
25%
-13%
Likelihood of watching a video ad vs. the average app user
Avg App User
Male
Female
-5%
10%
13%
-12%
30%
A Portrait of a Video Ad Viewer: Age
55+
35-54
25-34
18-24
13-17
Likelihood of watching a video ad vs. the average app user
Avg App User
Source: Flurry for Publishers
A Portrait of a Video Ad Viewer: Age
12% 21% 16% 40% 11%
13-17 18-24 25-34 35-54 55+
Source: Flurry for Publishers
Young Adults and Adults 35-54 Watch Majority of Videos
A Portrait of a Video Ad Viewer: Persona
How Personas Over or Under-Index on Viewership
37%
25%
9%
-5%
-22%
Source: Flurry for Publishers
Sports Fans
Hardcore/Midcore Gamers
Business Travelers
Movie Lovers
Fashionistas
Avg App User
How we build Personas: Business Traveler example
IDENTIFY based on what apps
they use – e.g. restaurant
reservations, hotel booking, flight tracker
1QUALIFY
only recent heavy users of those apps (20x use vs. average
user)
2 CREATE Business Traveler Persona
3
UPDATE membership
bi-weekly
4
NOTE: CONSUMERS CAN BELONG TO MULTIPLE PERSONAS OR NO PERSONA AT ANY GIVE TIME – IT ALL DEPENDS ON THEIR MOBILE BEHAVIOR
We offer 40+ out of the box Personas
BUSINESS Business Professionals Personal Finance Geeks Real Estate Follower Small Business Owner TRAVEL Business Travelers Flight Intenders Leisure Travelers SHOPPING Catalog Shoppers In-app Purchasers Mobile Payment Makers Value Shoppers
SPORTS Sports Fans Avid Runners American Football Fans ENTERTAINMENT Bookworms Casual and Social Gamers Entertainment Enthusiasts Hardcore/Midcore Gamers Movie Lovers Music Lovers News and Magazine Readers Slots Players TV Lovers
LIFESTYLE American Football Fans Auto Enthusiasts Avid Runners Engineering Enthusiasts Fashionistas Food & Dining Lovers Health & Fitness Enthusiasts High Net-Worth Individuals Home & Garden Pros LGBT Mothers New Mothers Parenting & Education Pet Owners Photo & Video Enthusiasts Singles Social Influencer Spanish Speakers Sports Fans Tech & Gadget Enthusiasts
$
Personas drive higher conversions
Sports Fans
Personal Finance Geeks
Business Professionals
American Football
Fans Bookworms
Conversion multiple (vs. no Persona targeting)
2.5x
2.2x
7.3x
2.0x 1.3x
Don’t see what you’re looking for? Let us create a Custom Persona for you
PRIMARY GROCERY SHOPPER
CAT LOVER
BRIDES & WEDDING PLANNERS
CONCERT & EVENT LOVERS
THE MOBILE VIDEO EXPERIENCE
App Experience Example
Creative Matters: There’s a large difference in the performance of the best and worst mobile ads
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011 Overall Mobile N=165 campaigns, n=125,471 respondents. Delta (Δ)=Exposed-Control
Percent Impacted: Delta (Δ)
Aided Brand Awareness
Brand Favorability
Purchase Intent
Mobile Ad Awareness
Message Association
Mobile Best Performers
Overall Mobile Performers
Mobile Worst Performers
+18.1
+5.9
+44.4
+19.9
+2.4
+29.8
+12.1
-1.3
+14.5
+3.9
-4.9
+16.3
+4.7
-4.0 -2.7
Average Brand Metric Deltas for Mobile and Online Campaigns
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents; AdIndex for Mobile Norms through Q3/2011, N=165 campaigns, n= 125,471 respondents. Delta (Δ)=Exposed-Control
MOBILE ONLINE +5.9
+19.9
+12.1
+2.1
+4.2
+2.2
+3.9
+4.7
+1.4
+1.2
Aided Brand Awareness
Brand Favorability
Purchase Intent
Ad Awareness
Message Association
Stronger performance across the marketing funnel
Video ads tell the story
The best video ads… • Clearly communicate what your app or brand/product is about so
consumers can take an informed action at the end of the video
• Are engaging and keep the viewer involved and entertained until the end
• Have a specific and clear call to action on the video end-card
• Include clear and persistent branding
What differentiates the best and worst video ads?
Smartphone Benefits
• Larger overall audience
• With consumers 24/7
Device Matters: Tablets, Phones or both?
Tablet Benefits
• Larger screen size
• Associated with media consumption (e.g. movies)
Smartphone
Play to a Device’s Strengths
Tablet
• Shorter videos (15/30s) • 24/7 campaigns
• Longer videos (45/60s) • Evenings and Weekend
campaigns • Include as pre-roll
• Mobile apps are an exploding platform for advertisers
• Video ads perform better than other ad formats
• Target your ads to reach the right consumer, and make thoughtful decisions around ad creative and placement
Key takeaways
Closing: Key Takeaways
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To be on mobile you need to be in app Video is the most compelling mobile format Behavioral targeting can help reach the right audience and improve conversions Women and millenials are particularly drawn to mobile video Creative matters- a clear call to action and engaging video are key to performance
MMA Webinar Series
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Real-Time Results: Optimizing and Targeting Mobile Ads November 18, 2014 The Native Advertising Frontier November 20, 2014
Upcoming MMA Events
APAC Forum/The SMARTIES – Vietnam October 30 EMEA Forum/The SMARTIES – London November 10 APAC Forum – Indonesia November 13
Additional Resources
Smartbrief click here Mobile Smart Fundamentals click here LinkedIn Group click here Twitter click here MMA Online: Committees at Work click here MMA Online: Webinar Archive click here MMA Online: White Papers click here
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