Videoplaza's Commercial Director, Stephen Byrne at the Brightcove Digital Media Seminar - Wednesday 16th October 2013.

1. What are the opportunities for video advertising on mobile?!

2. Setting the scene

3. Mobile video is growing
Infrastructure is robust enough to handle “broadcast experience”
Traffic share 2017
Source: Cisco VNI Mobile Forecast, 2013

4. UK Mobile Ad Spending Growth by Format
600%
£150m
£75m
300%
Source: eMarketer, April 2013

5. Mobile ad impression growth in Karbon
2012
2013
Mobile and tablets now 20% of all ads delivered via Karbon
Source: Videoplaza

6. Digital natives are increasingly mobile
Internet access ‘on the go’
81% of Digital
81%
Natives own an
internet enabled
phone
(EU: 68%)
Source: IAB Europe

7. Advertisers are seeing great engagement rates on their content
2.4
%
Great engagement
Users take action because:
5.0%
• More
• Less
focus on content
disruption from other
tabs/browsers
Source: The Jun Group, Q2 2013

8. Mobile monetisation in action

9. Mobile video strategy #1: find your audience!
•
•
•
•
•
•
Dutch online publisher
Wide range of online
properties
75% audience uses their
apps/mobile sites
Audience typically young
adult
Social media content
High engagement and
sharing

10. Mobile video strategy #2: consider interactivity
•
•
•
•
Created cross platform
campaign
Goal to drive brand
engagement and
frequency of purchase
Mobile engagements were
higher (8%) as were sales
figures
Works especially well with
shorter video < 30s

11. Mobile video strategy #3: grow video inventory
STV’s digital mission
•
•
•
•
•
Mobile Monetisation
One of the UK’s largest broadcasters
•
Digital is in their DNA
•
1/3 of their revenues will come from non-broadcast by 2015
•
Early adopter of the New TV with digital catch up services:
•
STV Player, STV.TV and STVlocal.com
•
Their goal is total reach across all devices
Offer sponsorships cross device, selling one audience
Uniform user experience on Android, iOS and Windows Mob
Use consistent ad loads across each device
Over 30% of content is on mobile devices

12. So, what are the opportunities?

13. Opportunities
Capture this highly lucrative ad spend
Monetise your fragmented audience
£
$
€
Interact with a young brand-friendly
audience
Increase your available inventory

14. Thank you
Stephen Byrne
07739 019 948
stephen.byrne@videoplaza.com