opportunity in motion€¦ · mobile web source: comscore, 2015 u.s. mobile app report more than...
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Opportunity in Motion
Automating Vertical Video Advertising
John Peragine, Head of Video
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Consumer Behavior Continues to Change: • 25% of time spent watching video is now digital (desktop and mobile)
• 90% of millennials watch some TV online weekly, as do 58% of older adults
• 23% of adults watch TV show clips on their phones
Source: eMarketer, April, 2015 Confidential – Rubicon Project
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The forecast is clear for continued growth
Category 2016 2017 2018 2019
Online Video $9.8 Billion $11.1 Billion $12.5 Billion $13.4 Billion
Mobile Video $8.7 Billion $13.5 Billion $18.5 Billion $25.7 Billion
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Programmatic Video Taking Off!
• Programmatic video
will hit $5.37 billion in
2016.
• That is more than
50% of total predicted
digital video ad spend
($9.59 billion)
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Yahoo 2015 Confidential & Proprietary. Yahoo 2015 Confidential & Proprietary.
Ads achieve more emotional response on smartphones than on TV
Source: Nielsen Biometric Day in the Life
Smartphone Ads TV Ads
53 EMOTIONAL RESPONSE 43
EMOTIONAL RESPONSE
Ads achieve more emotional response on Smartphones vs. TV
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Globally, buyers and sellers say
they are more excited about video
• 100% of buyers in North America, APAC,
and LATAM expect to increase spend on
mobile video in 2016
• 90% of buyers in EMEA expect to
increase spend on mobile video in 2016
• 44% of all buyers, and 41% of sellers are
most excited about video in 2016
All Buyers
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2014: We set out on a mission to build a global and premium quality
automated video marketplace
• A clean, well-lit environment: a trusted
marketplace where buyers can safely
buy quality inventory from sellers
• Sellers are in full control of negotiation,
transaction and execution and are
empowered to meet buyers’ needs
• Buyers find the variety of video formats
they need -- across all screens -- and
buy in whichever way(s) they prefer
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Video Scale
Confidential – Rubicon Project
24 BillionImpressions a Month
Top 4 Video Marketplace
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Now automating ten varieties of mobile video including Vertical
2016: The Smartphone Wins!
Changing Video’s Aspect Ratio
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Vertical Video @ Rubicon Project:
• Sellers can offer vertical video
on Mobile Web
• Buyers can buy that inventory,
as well as in-app vertical video
inventory on InMobi
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IN-APP TALK: VERTICAL VIDEO
KAYLA WILSON HEAD OF PROGRAMMATIC PARTNERSHIPS
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IN-APP VIDEO: OPTIMAL, INSTANT PLAY HD EXPERIENCE
94% CompletionNon Skippable
84% CompletionSkippable Quartile 1
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25% 100 %
4X greater visual effects
Source: InMobi internal data
LEARN MORE
SAMSUNG
VERTICAL VIDEO
HORIZONTAL VIDEO
HORIZONTAL VS. VERTICAL
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IN-APP VERTICAL VIDEO: IMPLEMENTED AS FULL SCREEN INTERSTITIAL (MRAID 9:16)
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ADVANCED, ENGAGING CREATIVE: 360 VERTICAL VIDEO
SAMSUNG SOCCER SAMSUNG WINDSURF
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1/3rd of users are more likely to interact with the brand after seeing end
card message
User engagement time on video ads is 2X bigger with end
cards
LEVERAGE UNIQUE MOBILE-ONLY FEATURES WITH END CARDS
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ACTIONABLE INSIGHTS
15 second, non skippable video.
Vertical and 360º video is a Mobile-First Experience. Must be filmed in portrait mode (9:16). Leverage Rich Media
Interactive End Cards to drive 2X engagement rates.
Video files must be 5MB or less.
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THANK YOU!
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VERTICAL VIDEO ADVERTISING
UTILIZE ALL FOUR CORNERS
ENGAGES THE MODERN VIEWER
MADE FOR MOBILE WEB
SOURCE: COMSCORE, 2015 U.S. MOBILE APP REPORT
More than 60% of our site traffic coming from mobile web and vertical video has the potential to become a big part of our video monetization strategy.
MIKE FOLEYDIRECTOR OF PROGRAMMATIC
Mobile web properties have unique audiences that are more
than 2.5X the size of mobile apps…
…and these audiences are growing twice as fast.