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Understanding the 
Mobile Video Ad Market 
! 
! 
! 
! 
! 
! 
ROC Santa Monica 
Sept 2nd 2014 
Martin Price 
@martinprice 
www.linkedin.com/in/mprice
About the author
3 
Martin Price 
‣ 15+ years as Product Executive leading product management, UX, 
design, content & operations teams for large corporations & start-ups, 
also entrepreneur and startup founder 
‣ Currently Sr Director Mobile Products @ OpenX experienced 
leading product strategy and working with CEO and exec teams at 
Yahoo! (8 Yrs), IAC, & top tier VC investors (Shasta, Clearstone+) at 
Geodelic 
‣ Experience building compelling consumer experience for web, 
mobile & tablet devices and launching in global markets 
‣ Experience building successful scalable ad tech products and API 
services at scale & integrating with partners industry globally 
‣ Industry speaker & panelist on mobile at Mobile World Congress, 
Techcrunch Disrupt, VentureBeat Mobile Summit (invite only), CTIA, 
MobileBeat, AppNation, AppsWorld, Silicon Beach Fest + more 
‣ Writing book entitled “No Such Thing As Done! - Designing and 
managing iterative mobile products for the attention deficit 
generation”
4 
Some wins 
‣ Lead global rollouts of products in 24+ markets at Yahoo! in both 
Consumer space (yahoo.com homepage, my y! & toolbar) & Ad tech space 
(video ad products & rich media) incl. patents granted for Toolbar 
innovations at Yahoo! 
! 
‣ Created a mobile cloud services and product innovation startup up called 
Productsy and took it from $0 to $1m revenue in 1 year with $0 funding 
! 
‣ Built one of first local mobile advertising platforms in the industry at IAC 
and launched with Pandora, Urbanspoon and others as top 10 network in 
2010 
! 
‣ Lead the release of multiple product innovations at OpenX incl. new SDK’s, 
Video & the first Native Advertising Exchange in Barcelona at Mobile World 
Congress
Mobile Video Market
US Mobile Video Audience 
The number of people watching video on a smartphones (ages 2 and up) in the first quarter reached 
103.5 million, up from 89.7 million in the year-earlier period. 
16% 
103.5 
Source: MediaPost News, Mobile Marketing Daily 
89.7 Million 
Million 
Q1 2013 Q1 2014
Mobile web & app usage 
The number of people using the mobile Web 
or any app on a smartphone app in the first 
quarter went up 22% in the last year, from 
almost 122 million to 149 million. 
122 million 
149 million 
22% 
Avg. monthly viewing time 
Average monthly time spent per user 
viewing mobile video grew was one hour, 
37 minutes, up 23% from 1:11 a year ago. 
2013 
2014 
1:37 mins 
1:11 mins 
Source: MediaPost News, Mobile Marketing Daily
8" 
7" 
6" 
5" 
4" 
3" 
2" 
1" 
0" 
2011" 2012" 2013" 2014" 2015" 2016" 2017" 
Millions'of'Terabytes'Per'Month' 
Source:(Cisco,(2013( 
Global'Mobile'Video'Traffic'Will'Con9nue'To'Surge''
Mobile video ad market presentation
‣ Zero-TV Households: Younger audiences have a higher propensity to 
live in zero-TV environments. They've either cancelled cable 
subscriptions ("cord-cutters") or never adopted traditional pay TV 
("never cords"). Instead, they stream or download video to a variety of 
Internet connected devices. Nielsen, which began to track zero-TV 
homes this year, says 44 percent of the estimated 5 million zero-TV 
U.S. households are 34 and younger. 
‣ Second Screen: This terms refers to the simultaneous use of a mobile 
device or PC while watching TV. Sometimes this activity is related to 
what's happening on the main screen, but often it's not. For 
millennials, second-screen behavior is simply second nature. Forty-one 
percent or more of audiences aged 14 to 29 routinely text or 
browse the Web while watching TV, according to 
the Deloitte survey cited earlier. Across age groups, the average is 
closer to 25 percent. 
‣ Mobile-centric: Millennial audiences were far more likely than the 
average U.S. consumer to routinely rely on the tablet or smartphone 
as their consumption device for movies and TV shows, according to 
the same survey. Twenty-eight percent of video audiences aged 24 to 
29 said they watched TV shows on their smartphone or mobile device 
weekly or every day, compared to only 4 percent of Baby Boomers 
aged 47 to 65.
Web Properties 
General 
Aggregators 
Content Network 
©"LUMA"Partners"LLC"2014 
VIDEO&LUMAscape 
Exchanges Networks 
Denotes acquired company 
Video Ad 
Targeted TV 
DSPs 
Agencies Media Buying 
Desks 
Video Ad Servers 
Media Management & Ops 
Video Search / 
Guide 
Ad Creation 
CDNs 
Video Delivery Mgmt 
Encoding / Transcoding 
Video Syndication 
TV Everywhere 
OTT Platforms 
Carriers Connected TVs & 
Traditional STB 
OTT Applications 
Video Specific 
Data Mgmt 
IP-Enabled 
Set Top Boxes 
Data / DRM 
Video Ad Servers 
Media 
Agencies 
OVPs 
TV / Targeted 
TV Platforms 
Players 
Creation Tools 
/ 
MARKETE 
R 
CONSUME 
R 
Branded Content 
Distribution 
Measurement 
and Analytics 
Denotes shuttered company 
Social Networks 
Video Production 
Tools 
Video SSPs 
MCNs
Mobile video ad market presentation
Ad Formats 
29 
Multiple Formats 
MAKING SENSE OF EVERYTHING 
Marketplace Names Definition Type 
Pre-roll, mid-roll, post-roll, interstitial, 
ad skip, Ad Selector, Innovid iRoll 
VIDEO ADS in the video stream Linear 
Lower Third 
DISPLAY ADS overlaid on the video 
stream Overlay 
300x250 display Ads ALONGSIDE video stream Companion 
Rich Media 
VIDEO ADS delivered in banner 
space Standalone 
Branded Entertainment 
Standalone brand or product VIDEO 
ADVERTORIAL or entertainment Native 
Google Video AdSense VIDEO ADS via text rollover In-Text 
Console/Connected TV Interactivity Digital interactivity on TV platform TV Platform 
Consumer Opt-In Choose your own ad or ad skipping Ad Selector
Video Standards & Examples 
! 
Vsuite Overview https://www.youtube.com/watch?v=1bBV0JWLZUU 
! 
VAST 
Sample 2.0 Tags 
http://demo.tremorvideo.com/proddev/vast/vast_inline_linear.xml 
http://ad3.liverail.com/? 
LR_PUBLISHER_ID=1331&LR_CAMPAIGN_ID=229&LR_SCHEMA=vast2 
! 
VPAID 
http://www.iab.net/guidelines/508676/digitalvideo/vsuite/vpaid 
VPAID ad examples https://www.youtube.com/watch? 
feature=player_embedded&v=8vIiUQyfZEk 
! 
VAST 2.0 non linear VPAID http://static.openvideoads.org/examples/ova.jwplayer.5x/ 
examples/pages/ad-servers/adotube/example04.html 
! 
VMAP 
http://www.iab.net/guidelines/508676/digitalvideo/vsuite/vmap 
! 
! 
!
Mobile Video @ 
OpenX
Interstitial Video Ads 
•Video interstitial ads are enabled for 
in-app inventory 
! 
•Available for direct sold campaigns in 
Ad Server 
! 
•Enables core functionality for video 
! 
•In-built Video Player for app 
developers to utilize ensures video ads 
can be played and tracked seamlessly 
! 
•Video tracking
Pre / Mid / Post Roll Video 
Pre Roll 
Content Mid Roll Content Post Roll
Mobile video ad market presentation
In-feed Video 
•Native in-feed video in your 
native apps including auto play 
video 
! 
•Simply add premium video in the 
stream or feed of your app with a 
couple of lines of code (SDK 2.5 
and above) 
! 
•Utilizes bundled native video 
player so no extra coding 
required 
• 
Integrates into the Native Ad 
Exchange directly for 
monetization 
! 
•Ad creative via VAST tag
Q&A

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Mobile video ad market presentation

  • 1. Understanding the Mobile Video Ad Market ! ! ! ! ! ! ROC Santa Monica Sept 2nd 2014 Martin Price @martinprice www.linkedin.com/in/mprice
  • 3. 3 Martin Price ‣ 15+ years as Product Executive leading product management, UX, design, content & operations teams for large corporations & start-ups, also entrepreneur and startup founder ‣ Currently Sr Director Mobile Products @ OpenX experienced leading product strategy and working with CEO and exec teams at Yahoo! (8 Yrs), IAC, & top tier VC investors (Shasta, Clearstone+) at Geodelic ‣ Experience building compelling consumer experience for web, mobile & tablet devices and launching in global markets ‣ Experience building successful scalable ad tech products and API services at scale & integrating with partners industry globally ‣ Industry speaker & panelist on mobile at Mobile World Congress, Techcrunch Disrupt, VentureBeat Mobile Summit (invite only), CTIA, MobileBeat, AppNation, AppsWorld, Silicon Beach Fest + more ‣ Writing book entitled “No Such Thing As Done! - Designing and managing iterative mobile products for the attention deficit generation”
  • 4. 4 Some wins ‣ Lead global rollouts of products in 24+ markets at Yahoo! in both Consumer space (yahoo.com homepage, my y! & toolbar) & Ad tech space (video ad products & rich media) incl. patents granted for Toolbar innovations at Yahoo! ! ‣ Created a mobile cloud services and product innovation startup up called Productsy and took it from $0 to $1m revenue in 1 year with $0 funding ! ‣ Built one of first local mobile advertising platforms in the industry at IAC and launched with Pandora, Urbanspoon and others as top 10 network in 2010 ! ‣ Lead the release of multiple product innovations at OpenX incl. new SDK’s, Video & the first Native Advertising Exchange in Barcelona at Mobile World Congress
  • 6. US Mobile Video Audience The number of people watching video on a smartphones (ages 2 and up) in the first quarter reached 103.5 million, up from 89.7 million in the year-earlier period. 16% 103.5 Source: MediaPost News, Mobile Marketing Daily 89.7 Million Million Q1 2013 Q1 2014
  • 7. Mobile web & app usage The number of people using the mobile Web or any app on a smartphone app in the first quarter went up 22% in the last year, from almost 122 million to 149 million. 122 million 149 million 22% Avg. monthly viewing time Average monthly time spent per user viewing mobile video grew was one hour, 37 minutes, up 23% from 1:11 a year ago. 2013 2014 1:37 mins 1:11 mins Source: MediaPost News, Mobile Marketing Daily
  • 8. 8" 7" 6" 5" 4" 3" 2" 1" 0" 2011" 2012" 2013" 2014" 2015" 2016" 2017" Millions'of'Terabytes'Per'Month' Source:(Cisco,(2013( Global'Mobile'Video'Traffic'Will'Con9nue'To'Surge''
  • 10. ‣ Zero-TV Households: Younger audiences have a higher propensity to live in zero-TV environments. They've either cancelled cable subscriptions ("cord-cutters") or never adopted traditional pay TV ("never cords"). Instead, they stream or download video to a variety of Internet connected devices. Nielsen, which began to track zero-TV homes this year, says 44 percent of the estimated 5 million zero-TV U.S. households are 34 and younger. ‣ Second Screen: This terms refers to the simultaneous use of a mobile device or PC while watching TV. Sometimes this activity is related to what's happening on the main screen, but often it's not. For millennials, second-screen behavior is simply second nature. Forty-one percent or more of audiences aged 14 to 29 routinely text or browse the Web while watching TV, according to the Deloitte survey cited earlier. Across age groups, the average is closer to 25 percent. ‣ Mobile-centric: Millennial audiences were far more likely than the average U.S. consumer to routinely rely on the tablet or smartphone as their consumption device for movies and TV shows, according to the same survey. Twenty-eight percent of video audiences aged 24 to 29 said they watched TV shows on their smartphone or mobile device weekly or every day, compared to only 4 percent of Baby Boomers aged 47 to 65.
  • 11. Web Properties General Aggregators Content Network ©"LUMA"Partners"LLC"2014 VIDEO&LUMAscape Exchanges Networks Denotes acquired company Video Ad Targeted TV DSPs Agencies Media Buying Desks Video Ad Servers Media Management & Ops Video Search / Guide Ad Creation CDNs Video Delivery Mgmt Encoding / Transcoding Video Syndication TV Everywhere OTT Platforms Carriers Connected TVs & Traditional STB OTT Applications Video Specific Data Mgmt IP-Enabled Set Top Boxes Data / DRM Video Ad Servers Media Agencies OVPs TV / Targeted TV Platforms Players Creation Tools / MARKETE R CONSUME R Branded Content Distribution Measurement and Analytics Denotes shuttered company Social Networks Video Production Tools Video SSPs MCNs
  • 13. Ad Formats 29 Multiple Formats MAKING SENSE OF EVERYTHING Marketplace Names Definition Type Pre-roll, mid-roll, post-roll, interstitial, ad skip, Ad Selector, Innovid iRoll VIDEO ADS in the video stream Linear Lower Third DISPLAY ADS overlaid on the video stream Overlay 300x250 display Ads ALONGSIDE video stream Companion Rich Media VIDEO ADS delivered in banner space Standalone Branded Entertainment Standalone brand or product VIDEO ADVERTORIAL or entertainment Native Google Video AdSense VIDEO ADS via text rollover In-Text Console/Connected TV Interactivity Digital interactivity on TV platform TV Platform Consumer Opt-In Choose your own ad or ad skipping Ad Selector
  • 14. Video Standards & Examples ! Vsuite Overview https://www.youtube.com/watch?v=1bBV0JWLZUU ! VAST Sample 2.0 Tags http://demo.tremorvideo.com/proddev/vast/vast_inline_linear.xml http://ad3.liverail.com/? LR_PUBLISHER_ID=1331&LR_CAMPAIGN_ID=229&LR_SCHEMA=vast2 ! VPAID http://www.iab.net/guidelines/508676/digitalvideo/vsuite/vpaid VPAID ad examples https://www.youtube.com/watch? feature=player_embedded&v=8vIiUQyfZEk ! VAST 2.0 non linear VPAID http://static.openvideoads.org/examples/ova.jwplayer.5x/ examples/pages/ad-servers/adotube/example04.html ! VMAP http://www.iab.net/guidelines/508676/digitalvideo/vsuite/vmap ! ! !
  • 15. Mobile Video @ OpenX
  • 16. Interstitial Video Ads •Video interstitial ads are enabled for in-app inventory ! •Available for direct sold campaigns in Ad Server ! •Enables core functionality for video ! •In-built Video Player for app developers to utilize ensures video ads can be played and tracked seamlessly ! •Video tracking
  • 17. Pre / Mid / Post Roll Video Pre Roll Content Mid Roll Content Post Roll
  • 19. In-feed Video •Native in-feed video in your native apps including auto play video ! •Simply add premium video in the stream or feed of your app with a couple of lines of code (SDK 2.5 and above) ! •Utilizes bundled native video player so no extra coding required • Integrates into the Native Ad Exchange directly for monetization ! •Ad creative via VAST tag
  • 20. Q&A