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REINVENTING VIDEO ADVERTISING

Creativity & Interactivity the perfect match

to win the user attention on mobile

.Caroline Hugonenc

Using mobile as a compass to reset the digital advertisingexperience

REINVENTING VIDEO ADVERTISING

Let’s face it

Ads are not onlywatched on TV ...

…and embracing mobile could unlock more creativity and increasedramatically ad effectiveness

Checklist

Win their attention1

2 Optimise the time spent with the ad

3 Make sure that the user can understandyour message with sound off

4 Adapt to screen size & shape

5 Play with the context

6 Make your message relevant to your audience

7 Enrich the ad experience

8 Leave a good impression

9 Create your own mix

10 Pre test your creative with us

Win theirattention

1.

Creative, format play a big role in thisbattle for attention

Eye-catchingad formats thatare integratedin the user experience but not disrupting it

Creating a visual impact to catch user attentionActions:

Use skin tostrengthen branding

Use bold, bright colorsto catch attention

Skin outpaced unskinned creatives by factor :

x2.5 for aided brand awareness

x2.4 for brand favorability

up to x28 for purchase Intent

Optimise the time spent withthe ad

2.

Optimizing the timing of creative

Weak sequence

Original 30s Optimised 20s

Actions:

Editing the video removing weak sequence

Strengthening key messaging using display

Enticing interactivity with CTA

Creative optimization can generate a significant lift in completion

Mobile results Video

completion rate

14,2%

18,5%

Original Creative Optimized Creative

27,4%

29,6%

Original Creative Optimized Creative

The optimized creative resulted

in a 30% increase in VCR

The optimized creative resulted

in a 9% increase

in VCR

Desktop results Video completion rate

Source: Teads Creative Lab, data from Teads DMP, live campaign, 50k total impressions, July 2017.

Noncompleted

Completedview

Complete vsexposed

� � %

Aided Brand Awareness

1 2 100%

Online Ad Awareness

9 33 267%

Message Association

6 25 317%

Brand Favorability 5 10 100%

PurchaseIntent

2 9 350%

Sample Size n= 505 n= 296

Completion boosts dramatically impact on brand metrics from x2 up to x4.5 for purchase intent

• Completions saw significantly larger improvement on Online Ad Awareness (x3,6), Message Association (x4,1) and Purchase Intent (x4,5)

• In addition, Aided Brand Awareness and Brand Favorability was also higher at completion versus non completed view (x2)

Significant increase at 90% confidence

Significant increase at 80% confidence

Source: Kantar Millward Brown for Teads / CPG brand US

Objective

Increase dwell time with more content

CAROUSEL

Completion rate on 2nd video (66s) 29%!!

Earning time with compelling content

Make sure that the user canunderstand yourmessage withsound off

3.

More than half of the users hate when video ads play with sound when they are reading on article

54%

Source: Study from Censuwide commissioned by Teads, May 2018

66%

UK US

63% of 16-34 76% of 16-34

Propensity to watch ads without sound

Source: Study from Censuwide commissioned by Teads, May 2018

77%

35%

79%

40%

Facebook Youtube

UK

US

We tested17 ads sound on vs sound off across5 categories…so far

For more than half of the cases,sound off performed as well asthan sound on.

For less than one third, soundOn performed better.

And in 2 cases, sound offperformed better.

Source: Teads, Optimising for Sound Off, March 2018

Optimized ads managed to compensate for the lack of sound.

Teads enhanced sound off version

Original videowith sound

49% 50%

66%62%

53%

46%

62%59%

50%46%

65% 64%

Memorability Enjoyement Easy to understand Branding

SOUND ON

SOUND OFF

STUDIO ENHANCED SOUND OFF

Questions:Branding: “It is so clear that [BRAND] is being advertised that everyone will get it”Memorability: “Is this video memorable?”Enjoyment: “Did you enjoy watching this video?”Undertstanding: “Is the video easy to understand?”

Source: Teads and RealEyes, Optimising for Sound Off, Oct 2017

Enhanced /optimised versions were as effective as original with sound, but slightly less enjoyable

Source: Teads and RealEyes, Optimising for Sound Off, Oct 2017

Scale of 1-10 where 10 = Max. emotionally engaged

Interestingly it appears Millennials prefer sound off

Emotional score

FMCG | original

FMCG | for sound off

Fashion | original

Fashion | for sound off

Luxury | original

Luxury | for sound off

18-29

4

7

2

4

30-49

1

2

3

1

5

25-35

2

3

35+

1

1

Adapt to screen size & shape

4.

inRead Vertical & Endscreen:Hero

Playingwith the context

5.

The impact of an ad varies depending on the context it plays in

Source: Study from Research Now commissioned by Teads, France, March 2018

Impact of a gaming ad placed in different contexts(Index=100 for the control group)

Exposed/Control Gaming Sport News

Brand Awareness 206 239 172

Brand Familiarity 120 130 131

Brand Favourability 174 182 179

Purchase Intent 163 124 124

Make yourmessage relevant to youraudience

6.

La lente progression de ces voitures aux deux sièges supplémentaires installés dans le coffre –repliables dans le plancher voire démontables sans trop de difficulté – résulte d’abord d’un phénomène de transfert.

Pour les repas quotidiens, la restauration rapide a,

semble-t-il, pris le pas sur les petits restaurants

"ouvriers" de la fin du 20ème siècle.

A signal

Date / Heure

Geolocalisation

Audience

Device

Grapeshot

The future of advertising is data-driven

Pour les repas quotidiens, la restauration rapide a,

semble-t-il, pris le pas sur les petits restaurants

"ouvriers" de la fin du 20ème siècle.

La lente progression de ces voitures aux deux sièges supplémentaires installés dans le coffre –repliables dans le plancher voire démontables sans trop de difficulté – résulte d’abord d’un phénomène de transfert.

Male, 28,owns aniPhone

Male, 18, in market for a new phone Female, 32 Mother of two

Tailor CTAs to Specific Consumer Profiles

Dynamic Creative Optimisation

Enrich the ad experience

7.

Objective:

Delivering new level of accessibility, engagementand personalisation forglobal audience.

Source: Teads/Millward Brown Ad Effectiveness study, A18+ HHI $250k, USA, 747 respondents, June 2017

Conversational ad experience with chatbotintegration

*Mesuré par MOAT sur la base du standard MRC

inRead ChatbotPeriod June 2017

Avg. Dwell Time(time spent on the unit)

2min30

Other campaign results are confidential

+82%

Incredible results

in online ad awareness

brand favorability on mobile

consideration on mobile

of desktop users said that the format was a fun way to interact with the brand

of mobile users felt that the format was in keeping with the Tommy Hilfiger Brand

+76%

73%

68%

Source: Teads / Millward Brown Ad Effectivenesstudy, Female ABC1 18-34, UK, June 2017

+67%

Talk is the natural language

Leave a good impression

8.

End your video with an endscreento generate branding and/or visit on site

Create yourown mix of format

9.

Pre test yourcreative withus

10.

Knowledge is Power