Rags Gupta - Breakfast & Brains - Mobile video monetisation best practices
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This document summarizes best practices for monetizing mobile video. It notes that video consumption is increasingly happening on mobile and tablet devices, with 22% of one company's traffic now on those devices. While engagement rates are better than PC, monetization on non-PC devices is lagging due to measurement issues, lower ad loads, and lower CPMs. Broadcasters have been most successful at mobile video monetization due to content and context. The document recommends optimizing delivery and ad loads based on objectives and testing, and selling audiences together as much as possible.
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2) Mobile advertising is growing rapidly globally but Norway's mobile ad growth lags behind the U.S.
3) Programmatic advertising is widely adopted in the U.S. but has yet to take off significantly in Norway.
4) The IAB has established many standards that have helped grow the digital advertising industry, especially in areas like video, mobile, and metrics, but more global standards are still
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Nielsen's maximizing digital roi bootcamp presentation
The American public is consuming more video content across various platforms each month. On average, Americans now consume 224 hours of content per month on TVs, computers, and mobile devices, an increase of 7 hours from the previous year. Mobile devices and digital platforms experienced the highest growth in consumption. As more devices become connected, the number of connected devices is expected to increase dramatically by 2020. However, measuring the effectiveness of advertising on new platforms like mobile remains a challenge due to issues with accuracy, frequency of impressions, and comparability of metrics across platforms. Nielsen is working to address these challenges and better understand cross-platform reach and effectiveness of advertising.
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Rags Gupta - Breakfast & Brains - Mobile video monetisation best practices
- 1. Rags Gupta, CCO Mobile Video Monetisation: Best Practices
- 2. The #1 video advertising platform in Europe and SE Asia SBS Discovery (Nordics) RTL (Germany) MTV3 (Finland) M6 (France) STV (Scotland) TV4 Group (Sweden) MediaCorp (Singapore) Canal + Group (France) Aunia (Spain) Dogus Group (Turkey) • Commercial HQ London, • Product & Dev HQ Stockholm • Sales Offices in Berlin, Cologne, Hong Kong, Madrid, Paris & Singapore • 90+ clients across 25 markets
- 3. IP-delivered video advertising revenue and growth in Western Europe 0 750 1500 2250 3000 . 20. 40. 60. 80. 2010 2011 2012 2013 2014 2015 2016 2017 €m Revenue YoY growth
- 4. 68% 68% of Digital Natives own an internet enabled phone 51% 51% of the UK population own a tablet device Video consumption is increasingly happening on a range of different devices
- 5. Data from Videoplaza’s Karbon platform 22% of all Karbon traffic is now delivered to mobiles and tablets 67% 11% 10% 12% PC traffic IPTV Mobile Tablets
- 6. Growth over a two year period Video viewing on tablet devices continues to increase 0 12,500,000 25,000,000 37,500,000 50,000,000 62,500,000 Adimpressions Tablets 862% increase
- 7. Lower ad-loads on non-PC devices are a common feature across markets… 0 2.75 5.5 8.25 11 DE DK FI FR NL NO SE TR UK #ofads Web/PC Mobile Tablet
- 8. Even though engagement rates are much better than PC Completion Rate CTR PC 66.74% 3.4% Mobile 76.98% 8.04% Tablet 77.52% 12.4%
- 9. Publishers are finding that monetisation via non-PC devices is lagging behind There are several core issues… 1 Measurement and currency issues for mobile: hard to do frequency capping and sell based on GRPs and other metrics Lower in-stream ad-loads: 2 ad-loads for mobile video assets are often between 70% and 30% lower than PC ad-loads Lower CPMs: 3 not all devices are created equal where video advertising CPMs are concerned
- 10. Broadcasters are most successful in mobile video monetisation Preroll Midroll Postroll Preroll Midroll Preroll Midroll Broadcasters 1.58 3.42 0.92 1.33 1.75 1.33 1.92 Publishers 1.00 1.17 1.17 1.00 0.33 1.00 0.33 Ad networks 1.00 0.43 0.71 0.86 0.43 0.86 0.29 Web / PC Tablet Mobile
- 11. Content and context also drive completion rate and ad load 88.93% Broadcaster 77.20% Publisher 64.54% AdNetwork
- 12. Recommendations 1 Optimise delivery based on campaign objectives 2 As much as possible sell one audience 3 Tweak ad loads based on AB testing and user behaviour