2 3
Contents
Introduction 5
1. Video advertising going mobile 6
a. Differentapproachestoonlinevideo 6b. Digitalismoreandmoremobile 7c. Cost:thebarriertoadaptingTVspots 8
2. Planning for cross-screen 10
a. Pushingbackthepointofdiminishingreturns 10b. Followingtheconsumerthroughouttheday 12c. Adaptingdistribution,creativeandformatformobile 12
3. Adapting video formats to mobile 13
a. Intrusiveformatsdriveadblocking 13b. Nativevideoadsarebettertolerated 14c. Gettinguptospeed 15d. Controliscrucial 16e. Opt-invideoseesgreaterROI 16
4. Mobile as a compass to reset the creative standards 17
a. Challenge 1: Soundon/off 18b. Challenge 2: Goingvertical 19c. Challenge 3: Frombigtosmallscreen 20d. Challenge 4: Timematters 21
5. New opportunities to reach, engage and drive to store 22
a. Opportunity 1: Moreengagingmessages 24b. Opportunity 2: Newchannelsforlivestreaming 25c. Opportunity 3: Second-screening&mobilefirst 26d. Opportunity 4: Drivetostore 27
6. Creating for mobile video 30
a. Whyitmatters:Thetengoldenrulesofmobilenativevideoadvertising 30
Mobileisalsoeverywherewithmorethanhalfoftheglobalpopulationowningasmartphoneortabletanddevelopingadeeplypersonablerelationshipwiththeirdevices.
Asaconsequence,mobileisexpectedtobethemaindriverofglobaladspendgrowthandwillcontributeafull83% of the extra adspend between 2014 and 2017accordingtoZenithOptimediaforecasts.
AtTeads,webelievethatmobileisnotjustanotherscreentobeaddedtothevideostack.Asusersaremoreaversetoadvertisingonmobileandmoresensitivetointrusiveness,theindustryneedstoadaptvideoadformatsandcreativestomobiledevices.Thismeansreducingthelengthofthevideos.TheUSleadstheway,with50%ofcampaignsplannedwithamobileversionoftheadinmind.Ifthisshiftinthinkingdoesn'thappen,weriskspeedinguptheadoptionofad-blockers,missingtheopportunitytomakebrands’messagesresonatewiththeiraudience.
Onmobile,usersareinaparticularstateofmindthatdifferstothatofwatchingTVorworkingonadesktop.Mobile is flexible; it’s adaptable, it satisfies a curious appetite–beitimmediateaccesstoentertainment,shoppingorfriends.
Thedayisfragmentedinhundredsofmicro-momentsthateachbringwiththemanewneedandanewopportunityforbrandstodeliverrelevantandengagingmessages.
Ascontentandcontextplayanimportantpartintheraceforuserattention,itcomesasnosurprisethatnative advertising formats are experiencing such stellar growth.Integratedinthefeedofthecontent,theyareverywelladaptedtomobileconsumption,beingviewablebydefaultbutnotforcedupontheuser.
BasedonTeads’videodistributionexpertise,thiswhite-paperlooksintothetrends,challengesandopportunitiesofferedbynativemobilevideoadvertising.
4 5
Mobile is
everything
wasthemottoofthisyear’sMobileWorldCongress.
6 7
Global Media Spend
2014
83062
2017
1729
55
Daily Screen Share (%) Mins(Video&otherwebbrowsing)
MOBILE COMPUTER TV
2015
52
2127
1Video advertising going mobile
Videoadvertisingisrapidlygrowingonaglobalscale,withadspendforecasttodoublefrom2015to2017.However,itrepresentslessthan10%ofTVadspend,withanapproachthatpushesTVspotsintothevideostreamstilldominatingdigitalvideoadvertising.Withusersandbudgetsshiftingtomobile,brandsareslowlystartingtoadapt.
a. Different approaches to online videoSincevideoisdistributedonline,twoadvertisingapproachesco-exist.
ThetraditionalTVapproachisaclear“push”marketingtechnique,withcontentforced-exposed to users in a bid to pass a TV ad in a video stream.Ontheotherhand,theriseofdigitalvideoandmobiledevicessawthedevelopmentofa“pull”approach:users are given the option to watch apromotionalvideoandcancontrolwhethertoskip,scrollpastorsimplycloseit.ComparedtoTV,videoadvertisingcanalsobedistributedinallcontentstreams,notonlyinvideo,forinstancewithinanarticleorinsocialfeeds.
b. Digital is more and more mobile
Onaverage,peopleviewatotalof3.5 hours of video a day,withhalfofvideoswatchedondigitalscreens.Twothirdsofonlinevideoconsumptionisoccuringonmobile.
Asaconsequence,mobile media spend should double from 2014 to 2017accordingtoZenithOptimedia.
Thedigitalapproach,relyingonbrandsproducingvideocontentfordigitalplatformstocreateuserengagement,hasevolvedsince2010andisshifting towards mobile-centric platformslikeFacebookandothermobile,nativevideoapplicationslikeInstagram,TwitterorSnapchat.
Atthe2015SuperBowl,thereweremoresharesofBigGameadsoccuringonFacebookthanYouTube.Todaythereare8billionvideosvieweddailyonthesocialplatform.
Twitterhasalsowitnesseda150-foldyear-on-yearincreaseinvideoviewsasofSeptember2015,withtweets containing video seeing 6 times more retweets than those only containing images.
Theseplatformscreatenewopportunitiesforbrandstoreachouttotheiraudienceusingvideo formats that are specific to each distribution channel in terms of duration, size, and placement.
Thisfragmentationandtheflexibilityofthedigitalvideolandscapemakesitmorechallengingtoplancontentcreationanddistributionaccordingly.
Source:MillwardBrownAdReactionStudy,November2015
PULLUSERContent
Engagement
BRANDMedia
PUSH
Visibility
Viral video
2010 2015
Skippablepre-roll Click-to-play
Social video
Auto-play
Digital centric
• Pre-rolladoncatchupTV
• TVadshort form
• Pre-rollad(skippableornot)
• TVadshort andlongform
TVcentric
OUTSTREAM FORMAT
c. Cost: the barrier to adapting TV spots
Aseyeballsandbudgetsshifttomobiledevices,the“pull”modelshouldprogressivelygainground;howevertheshareofTVbudgetsinvideomediaspentwillstillbegreaterthandigitalforthenextfewyears.
TV dictates the format and duration of the ad,asitrepresentsthebiggermediaspend.
Moreover,thecostofadaptingaTVadtodesktopormobileisinmostcaseshighcomparedtothemediaspendondigital.Forthisreason,even if creative and media agencies recommend to resize messages, TV ads are distributed across all screens.
8 9
Worldwide advertising expenditure(US$million)
Digital Video Linear TV Mobile Video
2015 16,146 199,950 5,396
2016 19,776 205,843 7,932
2017 23,664 210,399 9,661
Source:ZenithOptimedia
Someadvertisershavestartedtosystematicallyproduceashorter version of TV ads for mobile,buttheyarestillintheminority.
Brandsthatarealsoverymobilefocused,suchasmobilecarriers,arechanging the creative process by planning the production of different edits for TV, desktop and mobile.
Share of views per ad duration
3.65%
0-10 SEC
27.94%
11-20 SEC
41.81%
21-30 SEC
9.49%
31-40 SEC
4.72%
41-60 SEC
4.62%
1-2 MIN
7.76%
MORE THAN 2 MIN
Source:StateoftheOutstream,TeadsQ22015
SeeingsomeTVadsthatsimplydonotworkondigitalhelpsthinkingaboutourowncreativeprocess.Inthatcase,it’susefultothinkofdifferent“edits”:twoorthreeversionsfordigital–shorter,moreresponsive,fast-paced,conceivedfordigitalfromtheverystartofthecampaignandshotinparallelwiththeTVspot.It’s about telling a story in a different way but achieving the same communication strength as on TV.Inshort,it’sessentialtointegrate the media and device of distribution into the creative and production process."
Julien Claustre|DigitalManager,Axa
AccordingtoMillwardBrown,adaptingvideocontenttodifferentcontextsmakespeoplemorereceptive andincreasesthebrandingupliftonawareness,brandfavourabilityandpurchaseintent.
Performance of video created for online vs. repurposed TV ads
Source:MarketNormsTM–Basis:218campaignsEurope(TVads)90campaigns(digitalvideoad)
3X
AWARENESS
3X
BRAND FAVOURABILITY INTENT TO BUY
6X
10 11
Source:IBOPETVdate(Nielsen/IBOPEMexico) Jan-June2015,Women18-49Reach
454035302520151050
REA
CH
%
TRPS0 200 400 600 800 1000
Average Schedule Reach 1 + by TRPs
AfterthispointadditionalreachforeachTRPhasdeclinedbeyondthepointofbeinguseful
Source:NielsenTVBrandEffect,DigitalIAGP18+,US
ExposuretoTVonly ExposuretoDigital+TV
47%53%
29%36%
22%29%
15%20%
GENERAL RECALL BRAND RECALL MESSAGE RECALL LIKEABILITY
Asusersswitchfromonescreentoanother,theyexpectcontenttobeseamlesslyintegratedacrossdevices.Thesamegoesforadvertisingcontent:infact,combining TV and online video advertisingisagreatopportunityforbrandsasthetwochannelscomplementoneanother,evenifitcomeswithsomechallenges.
CombiningTVanddigitalexposureamplifiesthebrandingimpactofacampaign.Asshownintheimagebelow,brandandmessagerecallprofitsthemostfromcombiningTVanddigitalexposure(+7percentagepoints),followedbygeneralrecall(+6%)andlikeability(+5%).
2Planning for cross-screen
a. Pushing back the point of diminishing returns
BycombiningTVanddigital,TVadvertisersareabletopushbackthepointofdiminishingreturn,afterwhichthecostforadditionalreachdramaticallyincreases.
DigitaladvertisingbringswithitafreshaudiencethatcanbedifficulttoreachonTV,asonlineandmobileusersareyoungerandalsolightTVviewers.
Asamatteroffact,digitalvideoopenstopublishersandadvertisersacrossamultitudeofdifferentKPIs,butthereachandfrequencymetricsthatbrandsareexpectingarenotoftenprovided.Inordertobridge the gap between TV and digital video, the industry needs to establish a viable single currency to plan cross-screen.
Themainchallengeforvideoandfordigitalingeneralistheadoption of standard KPIs.WhileTVadsaremeasuredthroughon-targetreachandfrequency,digitalcampaignsultimatelyonlyallowcomparisonbynumberofimpressions.EachplayerhasdifferentKPIs,whichmakesitimpossibletoaggregateresults.Weneedtoestablishcommonstandards in order to better measure digital campaign effectiveness.”
Catherine Masson|HeadofBrandMediaStrategy&MediaBuying,AirFrance
13
3Adapting video formats to mobile
b. Following the consumer throughout the day
Planning cross-screen also extends the length of a campaign,allowingfortargetedcreativesthankstostorytellingondifferentplatforms.Cross-screendistributionopenstheopportunitytooptimiseacampaigninreal-time,basedonvariablessuchastimeofday,geography,carrieranddevice.Forinstanceatwo-minutecookingtutorialisbettershownat7pmonatablet,toauserwhoisathomeandusingwifi–ratherthanat3pmonsmartphonetoauserwhoisatworkandusingdatatoquicklycheckthenews.
Asusersexpectaseamlesslyintegratedcross-screenadvertisingexperience,theuseofdataiscrucialinordertoefficientlyplancampaigndistribution–evenmoresowhenlookingintoprogrammaticdistribution,wheredecisionsaretakenatasingleimpressionlevel.
Reliableandeffectivecross-screen device attributionisamajorindustrychallengethatneedstobeaddressed:whilefeasible,thisfacestechnicaldifficultiessuchascookiedeletionandcomeswiththechallengeofprivacyanddataprotection.
c. Adapting the distribution, creative and the format
to mobile devices
Whilefacingthechallengesofcross-screencampaigndistribution,advertisersandmediaagenciesalsoneedtotakeintoaccountthecreativeanddistributionaspectsoftheircampaign:ifvideousedtobecreatedforTVonly,theclassic30-secondTVcommercialdistributedinapre-rollisnotthebestoptionfordigitaldistribution.
Itisalsoessentialtokeepinmindtheimpact of video on the user experience:sometimesanentertainingandwelcomebreak,videocanalsocauseannoyanceifiteatsintousers’monthlydataplansandslowsdownthedevice.
Thisiswhyadvertisersneedtobemindfuloftheaudience'slocationordataplanwhendistributingtheirvideo.Thisisespeciallyimportantwhenoperatinginternationally:whereasinsomecountriesthedata-plansamplycoverallneeds,someothercountries(suchasItalyorSpain,forinstance)offerdataplansinsufficientforvideostreaming.Inordertoofferthebest-possibleuserexperience,itiscrucialtoaccountforthesedifferencesandoptimisecampaigndeliverytowardswi-fienableddevices.
12
DEL
IVER
Y VO
LUM
E
TIME OF THE DAY7am 9am 5pm 7pm Midnight
ALWAYS ON
SmartphoneTablet Desktop
AD BLOCKING AND THE SHIFT TO MOBILE ARE PAVING THE WAY FOR OUTSTREAM, NATIVE VIDEO AND OPT-IN FORMATS.
Ascatchingusers’attentiongetsincreasinglydifficultonmobile,brandsmustdevelopaconnectionwiththeirtargetaudienceinordertohookthemwithspecificmessagingandtrynottoenragethemwithforcedadvertising.
a. Intrusive video formats driving ad blocking on mobile
Arapidgrowthofad-clutteroverthepastyears,togetherwithintrusiveandinterruptiveadvertisingformats,haveledtousersincreasinglyadoptingadblockingsoftwareinordertokeepcontroloftheironlineexperience.AccordingtoPageFair,therewere198 million active ad blocker users in June 2015, with an increase of 41% year on year.
Asfarasvideoisconcerned,upto62%1ofthetimespentwatchingvideogetsblockedfrommonetisationinGermany.AccordingtoresearchconductedbyTeads,forced video formats such as pre-roll are highlighted by users as the main reason they installed an ad blocker.
1Source:SecretMedia
“We are very attentive to the quality of the format, we want it to be as non intrusive as possible: the user must be free to choose. The quality of a communication campaign also depends on the way the user accepts the ad and reacts to it.”
Catherine Masson|HeadofBrandMediaStrategy&MediaBuying,AirFrance
14
c. Getting up to speed
Adblockingledtoasubsequentrevenuelossof£22billionforpublishersin2015andrepresentsafurtherbarrierforadvertisersincommunicatingwiththeirtargetaudiences.ItcouldbecomeworsestillifmobileoperatorssuchasThreewentthroughwiththeirplanstoblockadsatanetworklevelduetotheirpartnershipwithIsraeliad-blockercompanyShine.Theyarejustifyingthiscontroversialmovebyarguingthatads,andespeciallyvideoads,consumebandwidthanddamagethequalityofservice.
Tosupportthisposition,thesecondmotivationlistedbyusersforinstallinganadblockeristhatadsslowdownthebrowsingexperience,especiallyonmobile.
Uploadtimeiscriticalastheaveragemobileuserstartsscrollingonawebsitemuchfasterthanondesktop.AccordingtomarketinganalyticscompanyMoat,a mobile user clicks down the page 13 seconds after content begins loading, compared to 24 seconds on desktop,whichgivesadsmoretimetoload.
Inordertoaddressthisproblem,Googlehaslaunchedanindustry-wideinitiativecalledtheAccelerated Mobile Pages (AMP),whichaimstoreducepageuploadtimeby85%comparedtostandardmobilepages.Thisopensourcesolutioncanbeintegrated by publishers and tech platforms such as Teads.Itimpliesthatpublishersgiveupintrusiveformatssuchasinterstitialsorsitetake-overs.
% of people who rank pre-roll as highly intrusive
% of people who rank in-article native video as highly intrusive
57%Argentina 13%
55%Mexico 14%
54%Spain 21%
52%UnitedStates 25%
52%Germany 27%
51%UnitedKingdom 23%
51%Italy 25%
49%France 22%
43%Brazil 21%
Source:TeadsResearch,“ProfileofanAdBlocker”,fieldingbyResearchNow,analysisbyTeads,December2015.Pre-rolladsincludebothskippableandunskippableformats.
15
Nativevideoisanalternativetopre-roll,whichisplacedbeforevideocontent.
It is seamlessly integrated within editorial content, the video being ideally contextually relevant and adding value to the user experience.
Contextiskeywhenitcomestodistribution,asnotonlydoesitallowforanadtobenativelypositioned,thusenablingbettertargetingbasedoninterestsandmind-set.ResearchconductedbyAdblockPlusshowsthat41% of users don’t mind being shown branded content as long as the quality and the user experience match the editorial environment thattheadisplacedin.
Contextalsospeaksforthequalityoftheadasuserstendtoassociatetheeditorialqualityoftheenvironmenttheadisshowninwiththeadvertisingbrand.Thisisparticularlyimportantwhenitcomestofindingpremium,brand-safe environments onmobile.
Thistypeofoutstream video formatsolvesaproblemthatmanypublishersface,whichishavingenoughvideosupplythattheycanmonetise.
Usingoutstreamvideoadvertisingallowspublisherstomonetisetheireditorialcontent,preventingthemfromhavingtoinvestincreatingadditionalvideofootage.Italsoallowsforauser-friendlyexperienceastheconsumercanskipitatanypoint:itdoesn’tinterruptcontentconsumption.
2Source:http://www.adweek.com/news/technology/how-can-marketers-be-certain-their-mobile-ads-are-actually-getting-seen-167748
People around the world were asked if they perceived mobile ads to be more intrusive, and there were different levels of agreement across markets.
Thesenumbersareevenmoredramaticwhenlookingatmobiledevices,astheintrusivenessofclassicadvertisingformatsismagnifiedbymobile.Thisposesachallengeforadvertisersandpublisherswhenlookingatwhichformatstoadoptinordertorespectuserexperience.
Highest % agreement
% AGREEMENT (TOP-2 BOX)
Lowest % agreement
Source:TeadsResearch,“ProfileofanAdBlocker”,fieldingbyResearchNow,analysisbyTeads.Base:Totalrespondents
81% 80% 76%
Mexico Argentina Spain
61% 62% 63%
United Kingdom France Germany
b. Native video ads are better tolerated
Ifpre-rolladsarethemostintrusiveadsformorethan50%ofusers,converselynativevideoadsaremuchbetterperceived,astheyarenotblockingaccesstocontentanduserscanscrollawayiftheydon’twanttowatchthead.
"If the ad hasn't loaded by the time that you start to scroll, you scroll past the place where the ad eventually loads. As a result, the ad is not viewable [because] you scrolled past the slot before it had a chance to load."
Jonah Goodhart|CEO&Co-Founder,MoatinAdWeek2
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Opt-in Pre-roll
+22%
+17%
+13%+11% +10%
+8%
LIFT IN AD AWARENESS
LIFT IN BRAND AWARENESS
LIFT IN BRAND AWARENESS FIRST*
Lift in Awareness vs. Control
Source:MillwardBrowncustomstudycommissionedbyTeads.Liftsforbothformatsweresignificantat99%confidencelevel.June2015
17
d. Control is crucial
ResultsfromtheTeads/ResearchNowstudy“Whypeopleblockads”alsoshowthatmorethan8outof10userswouldconsiderun-installingad-blockingsoftwareiftheyweregiventhechoiceofwhethertoseeanadornot.Thisreflectsoneofthemajortrendsintheindustryatthemoment,whichisthepoweroftheusertochoosehowandwhentoconsumecontent.
Theadoptionofmobiledevicesepitomisesthistrendasuserstendtohaveamorepersonable,exclusiverelationshipwiththeirmobilephones,smartphonesandtabletsasopposedtotraditionalmediasuchasradio,TVandprintwhicharenormallyshared.
Asaconsequence,users expect to be able to control and skip the adorcloseitfromtheverybeginningiftheywantto.
e. Opt-in video sees greater ROI
AresearchconductedbyTeadsandMillwardBrownshowsthatopt-in ads generated greater lift in standard ad metrics vs. pre-roll.
Acrossallawarenessmetrics,opt-inwasmoresuccessfulingeneratingliftsvs.thecontrolgroup,witha+22liftvs.thecontrolgroupforAdAwareness(99%confidence).
Opt-inadswerealsobetteratbuildingbrand-awarenessovertimethanpre-roll,witha53%vs.a27%buildrespectively.Thiscanbeexplainedbythefactthatusers are more engaged with the ad when they chose to watch it,ratherthanwhenexposureisforceduponthem.
AsmobilecontentconsumptionissodifferentfromtraditionalTV,bigscreenordesktop,advertisersfacethedifficultyofcreatingcontentthatisadaptedtoeachandeverymomentofconsumption.
Teads identified the main challenges of mobile video content creation at present:
• Challenge 1:Soundon/off
• Challenge 2:Goingvertical
• Challenge 3:Frombigtosmallscreen
• Challenge 4: Timematters
4Creative challenges: Mobile as a compass to reset the
creative standards
Challenge1
Sound on/offContentconsumptionischanging;usersoftenwatchvideoplayingsilentlyastheymightbeinanenvironmentwhichdoesnotallowthemtoplaythevideowithsound–eithertheyareinpublicorsoundisoffbydefaultontheirdevice.Brands should be aware that a high proportion of their ads will be played silently,thereforethecreativeshouldbeasimpactfulwithorwithoutsound.
Creatingsilentcontentisanother,maybemoreextremebutpotentiallysuccessfuloption.Moreover,videosthatdon’trelyonlanguagetopasstheirmessagehavehigherchancesofbeingusedacrossdifferentmarketsastheydon’tneedanytranslation.Beitthroughimageonly,call-outsorsubtitles,videosneedtobeunderstoodevenwhenmuted.
18 19
Challenge2
Going vertical
The2015innovationofverticalvideofacilitatesuserexperiencewhenitcomestosmartphonevideoviewing,asitmimics the vertical handheld position.Thisalsohasimplicationsforvideoshootingasitchangesthetypicalvideolandscape-settingtoamoreimmediateformatthatfitsthedisplayofanyphone.
“Goingvertical”wasevennamedbyMaryMeekerasatrendfor2015inherInternetTrendsreport,withviewingverticallyaccountingfor29%ofviewedvideotime.
Advertiserscaneitherproducedifferentcreativesforeachdevice–withdifferentvideolengths,panoramasettings,levelsofdetailandsoon–orsimplyoptimisevideostotakeintoaccountthechallengesposedbymulti-screening,verticalvideoandsmartphoneusage.
AgreatexampleofabrandleveragingontheverticalvideotrendisofferedbyJeep.Forits"Portraits"ad,whichairedathalftimeofSuperBowl50andendedupbeingamongstuser’sfavouritespotsofthegame,Jeepchosetoproduceaverticalvideothatplayedbeautifullyonmobilescreens.
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Challenge3
From big to small screen
Videocreatedformulti-screenneedstotakeintoaccountthesizeofeachdevice:smalldetailsaremorelikelytogetlostwhencontentoriginallycreatedforTVisshownonasmartphonescreen.Thismeansthatshootingneedstobeadaptedtothedevice–makingsurethatthecontentworksbothonsmallaswellasonlargescreens.
Unboxingvideosofferagreatexampleofhowtoputtheproductatthecentreofthevideo,zooming in on details that would otherwise be overlooked.Thisisatechniqueusedbymanybeautyandconsumertechnologybrandstoshowcasetheirproductsjustafterorevenshortlybeforetheofficialproductlaunch.
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Challenge4
Time matters
Source:IPGMediaLab,2015,‘Puttingsciencebehindthestandards'
TIM
E IN
VIE
W
% IN VIEW
7sec
4sec
2sec
1sec
100
30%
32%
12%
8%
34%
25%
13%
13%
34%
24%
10%
12%
75 50 25
26%
10%
17%
9%
WhencomingfromaTV-firstbackground,advertisersshouldlookatadaptingthelengthofanadwhenswitchingtodigital–reducingthecreativeto15sonmobileinordertoguaranteehighcompletionrates.
Hookingtheusersinthefirstfewsecondsisimperativeas,ifgiventhechoice,evenwithhighlyengagingads,manyusersskipawayassoonastheycan.
The first 2 seconds are critical: they represent 31% of all impressions delivered on Teads’ inRead format on mobile.
Astrongstartalsoencouragestheusertowatchthevideountilcompletion.Thetraditionalmottothatthebrandshouldberevealedattheendandthatthestorylineshouldunfoldthroughoutthevideoissimplynottrueanymore:asusersaregiventhechoiceofwhethertoskiportostay,thecreativeneedstopersuadethemtostickwithit.Foreachadditionalsecondinfullview,adrecallincreasessignificantly.
Whileonly10%ofconsumerswillrecalltheadattheMRCstandard(50%ofthesurfaceinviewforatleasttwoseconds),researchbyIPGMediaLabsshowshowthepercentagechanceofad-recalltriplesat50%oftimeviewingand100%surfaceviewable.(Studycarriedoutona15secondsmobileautoplayvideoad).
Predicted chance consumers will recall video ad
Teads identifies the new opportunities to reach, engage and drive adiences to store:
• Opportunity 1:Moreengagingmessages
• Opportunity 2:Newchannelsforlivestreaming
• Opportunity 3: Second-screeningandmobilefirst
• Opportunity 4: Drivetostore
Ontheotherhand,advertisersarerewardedwithhigheruserengagementonmobilevs.desktop,especiallywhenadsaretargetedtotheuser.
Thisbehaviouropensaseriesofopportunities,forinstancetargetinguserswhilein-storeordrivingthemtoastore(beitbrick-and-mortarore-commerce),capturingthosemicro-momentsinwhichuserssearchforspecificinformationwhileonthego.
22
Asmobilevideoadvertisingisclosertotheuserthanadvertisingshownonlargerscreens,people expect more from the ad.Giventhenaturaltendencyofusingmobiledeviceswhen“onthego”orduringmicromomentsintheday,userswillbemoreimpatientwhenfacedwithpoororwronglytargetedcontentthanwhenusingadesktoporlaptop.
Thismeansthatcompletionratestendtobenaturallyloweronmobile.
5New opportunities to reach,
engage and drive to store
23
Mobileisthemostpersonalmediaandassuchitoffersagreatopportunitytocreateamoreengagingcommunicationwithconsumers.
ForitsChristmascampaign,BritishretailerJohnLewiscreatedanemotivefilminwhichayounggirl,ondiscoveringthatanelderlypersonwaslivingaloneonthemoon,findsawaytosendhimagift.
Thetweetreleasingthevideowasre-tweeted52,000timesbyconsumers;eachofthemreceivedatweetbackfromJohnLewis,includingathank-youvideopersonalisedwiththeuser’sname.
Thisisagreatexampleofhowto combine a mainstream, TV-centric approach, with further engagement via digital platforms.
Opportunity1
More engaging messages
24 25
Opportunity2
New channels for live streaming
Withthewindowbetweentimeofpublicationandtimeofconsumptionnarrowing,live-streamingisbecominganeffectivewaytoengagewithaudiencesonmobile.
PlatformssuchasSnapchat,PeriscopeandMeerkatallowreal-timetransmissionofcontentforuserswhoareonthelook-outforraw,(seemingly)uneditedcontent.Thisshiftalsobringswithittheappearanceofunfilteredimagesandcontent,althoughthefilteringandeditingsimplypassesstraighttothehands(andeyes)ofthepersonrecording.Nevertheless,these channels allow users to feel close to the centre of the events;fashionbrandssuchasBurberryuseMeerkatandPeriscopetolive-streamtheirfashionshows,creatingauniqueconnectionbetweenthepeoplephysicallypresentintheroomandthosewatchingtheshowfromthecomfortoftheirhome.
Thisisperhapsironicwhenconsideringthatlive-streamingisrisingalongwithon-demandandcatch-upTV –aparalleldevelopmentthatissimilartothe‘eventisation’originallyoccurringaroundTVgatherings,backinthedayswhenpeoplewouldwaitthewholedayforaprogrammetoair.
Source:TheDrum,Burberryfashionshow
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Opportunity3
Second-screening
and mobile first
TABLET
DESKTOP
MOBILE
7%
11%
82%
Source:AdometryTVAttributionSource:2015AccentureDigitalConsumerSurvey,andSoasta,SecondScreeningData.
Gettingtheuserintherightmoment,ontherightscreen,isnoeasytask.
LargeeventssuchastheSuperBowl,theOscarsortheOlympicGamesprovideagreatplatformforcross-screentargetingtheuser.
ResearchshowsthatusersswitchtomobileduringaTVad-breakandthenumbergetsevenhigherwhenitcomestoMillennialsandGenZ.Second-screening in general has now become common practice for most, with 87% of consumers admitting to it.MobilewinsbigespeciallywhenitcomestoMillennials:71%ofconsumersaged18-34useasmartphoneand26%useatableteitherasaninteractiveextensionoftheTVshowtheyarewatchingorasaparallelsourceofcontentandentertainment.
Thisiswhyitiscrucialtonotonlyplancampaignscross-screen,butalsotocoordinatethetargetingsotoensuremaximumon-targetreach.CompaniessuchasTVTYcantarget users on their mobile during TV show-time,maximisingthepotentialofuserexposuretothebrand.
DuringtheSuperBowl,nearly1in3(32%)ofAmericanswhowatchedtheBigGamealsousedsocialmediaonwebsitesorapps.Inaddition,21%usedsportssitesorapps,19%wouldusenewssitesorapps;17%wouldusefooddeliverysitesorappsand14%wouldusegamesitesorapps.
Thisposesagreatopportunityforextending campaign reach and storytelling across devices.
During the big game, the majority of TV-ad-driven searches happened on mobile
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Opportunity4
Drive to store
Mobilepurchasesareontherise,with46% of users buying products via mobile atleastafewtimesayear,comparedto40%lastyearaccordingtoPWCTotalRetailsurvey.Moreover,68%ofIndianshoppers,59%ofChineseand26%ofUSshopperssaytheirmobilephonewillbecometheirmainpurchasingtoolinthefuture.
Withthetrendgrowing,itcomesasnosurprisethatmobilenativevideooffersagreatopportunityforproductpurchasealongsidemoreclassic“branding”options.
FashionbrandJohnVarvatosrecentlypromoted“touchable” and “shoppable” interactive video:infact,addingelementsofinteractivitythroughVPAIDorcustom-builthotspotsallowuserstoexploretheproductwithinthevideo,makingforamorepersonableexperience.Astheexperiencehappenswithinthevideoframe,thiskindofvideoadalsohastheadvantageofnotdrivingusersawayfromthepage,insteadallowingalltransactions–fromexploringtobuyingtheproduct–tohappenwithinthesamevideoframe.
From360-videoanddirectbuyingoptionstostore-locatorfunctionalitiesforaphysicaldrive-to-storethroughamap,mobilevideohasneverbeenmoreshoppable.
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1. Discover more
Videolength:15-20seconds.Extremelyinteractive.Redirectstheusertobottomofthefunneleitheronthecreativeoronthebrandsite.
2. Explore the collection
Thecreativeprovidesanoverviewoftheproductrangeuponuserinteraction(eitherbyclickorhoveringoverthecreative).
3. Chose an item
Theuserexploresoneormoreproductsfromtheentirebrandcollection.
4. Zoom in
Thechosenproductcanbezoomedin,zoomedoutorreplacedwithanotherproduct.
5. Lead to purchase
Uponclick,theuserisredirectedtoanend-screenwheretobuytheproduct.
Source:TeadsCampaigns
Title: Victor&RolfFlowerbombRelease date: 06.11.15Video length: 00:20
CTR: 1.4%Completion rate: 13%Countries: EU,US,Asia
Mobileleadsthegrowthindigitalnative
videoadvertising
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5. Show brand and product
Theshiftfromlargetosmallerscreensimpliestheneedtoadaptcreativestoaportabledevice,wherelittledetailsmightbemissed.Makesurebrand,productandmessagingareclearlyvisibleevenonatinyscreen.
6. Create shorter content
Creatingformobilemeanssnackablecontentbutalsohookingtheusersinthefirstseconds:giventhechoice,evenwithhighlyengagingads,manyusersskipawayassoonastheycan.
7. Personalise your messaging
Makesuretheclassicvideodistributionapproachiscomplementedbyengagingfansandcommunities.Personalisationandcustomisationarerisingtrendsthatmakeforgreatengagementbetweentheuserandthebrand.
8. Explore live streaming
Immediacyand360-degreeformatsallowuserstofeelmoreinvolved,generatingmoretransversalcontentthatgoesbeyondadvertisingforaspecificproduct.
9. Use second screening, go mobile first
Asover80%ofusersturntotheirmobiledeviceswhilewatchingTV,mobileshouldbethefocalpointofanyvideocampaign,notjustTV’sancillary.
10. Drive to store
Mobilevideogoesbeyondbranding:withm-commercesurging,videocanbeshoppable,too.InteractiveVPAIDformatsallowuserstoengagedirectlywiththecontent.
To find out more about how Teads can help you plan your cross-screen campaign effectively, get in touch for a demo.
6Creating for mobile video:
Why it matters
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As mobile truly revolutionised video advertising, it is time for brands to mobilise their creative genius, too. With TV losing ground, mobile leads the growth in digital video advertising.
So why does mobile video matter?
In a recap of our findings, Teads presents:
TEN GOLDEN RULES OF MOBILE VIDEO
1. Plan cross-screen but think mobile first
Anintegratedapproachofdigital+TVhelpspushbackthepointofdiminishingreturnsascampaignsfollowtheuserjourneyacrossdevices.Asusersaremorereceptivetoadintrusiononmobile,useitasastandardtodefinetheadvertisingexperience.
2. Choose native video formats
Withadblockingbehaviourontherise,especiallyonmobile,advertisersneedtorefrainfromintrusiveadformatsandusenativevideoads,thatareseamlesslyintegratedinthefeedofthecontentratherthanforcedtotheuser.
3. Make it work with no sound
Videosareoftenplayedsilently.Makingthevideoworkbothwithorwithoutsoundisimperativetoyieldgoodresults.
4. Adapt to viewing behaviour
Notallvideoisconsumedhorizontally–squareandverticalformatsareequallyimportantandneedtobetakenintoaccountbycreatingcontentthatworksacrossallformats.
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REINVENTINGVIDEOADVERTISING
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