The Mobile vidéo opportunity - Flurry MMA

Video Killed the Display Ad Star

MMA Webinar Series October 28, 2014

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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:

10/29/14 Proprietary & Confidential 2

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.


MMA Members Include


MMA Members Include


Today’s Agenda

The Mobile Video Opportunity Profile of a Mobile Video Viewer How to Create a Compelling Mobile Video Experience


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


Presenters


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


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


A Portrait of a Video Ad Viewer: Age

12% 21% 16% 40% 11%

13-17 18-24 25-34 35-54 55+


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%


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


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


Real-Time Results: Optimizing and Targeting Mobile Ads November 18, 2014 The Native Advertising Frontier November 20, 2014

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