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The Future of Brand Marketing = In-App Mobile Video
The Mobile Marketing Association (MMA) hosts a webinar series focused on the future of brand marketing through in-app mobile video, emphasizing best practices and effective measurement of mobile marketing's impact. The MMA, comprising over 800 member companies, aims to enhance marketing innovation and drive business growth through mobile engagement. Key topics include audience insights, types of video ads, and best practices for optimizing in-app video advertising.
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The Future of Brand Marketing = In-App Mobile Video
- 1. The Future ofBrand Marketing = In-App Mobile Video MMA Webinar Series October 06, 2015 Sponsored by:
- 2. About the MMA CultivatingInspiration 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 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. 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: MMA Members Include: For more information about membership email: membership@mmaglobal.com 2
- 3. 3 Managing Your Questions Sharethe Insights #MMAWeb
- 4. Moderator Leo Scullin Head ofGlobal Industry Initiatives Mobile Marketing Association Anne Frisbie SVP, InMobi Exchange and Global Alliances InMobi Presenter 4
- 5. 1 bn uniquesglobally Deep audience insights Custom and Seasonal Audience Segments 200 Mn 160 Mn 250 Mn 390 Mn Exclusive & strategic Highly engaging ad formats Native Video Rich Media Banner Full Screen
- 6.
- 7. “The world hasreally not just gone from desktop to mobile, but maybe more importantly from a world run by channels to a world which was characterized by millions of sites and now eventually to a world dominated by apps…” - Rob Norman Global Chief Digital Officer, GroupM
- 8. 88% of Smartphone Usageis driven by Apps 53% of Total Digital Media Time Spent is In-App Source: comScore
- 9. Mobile Video &TV: Usage Behavior global 22% US 25% China 37% UK 25%
- 10. 48% of peopleonly or mostly only use mobile apps to watch video on their smartphones Only/mostly mobile apps 48% Only/mostly mobile web 18% Source: IAB
- 11.
- 12. Types of Videos VASTVideo Rich Media Video (MRAID) Scale Interactive
- 13. Types of VideoAds : VAST
- 14. Linear VAST onDesktop Pre-Roll / Post- Roll Video with Companion Ad
- 15. Non-Linear VAST onDesktop
- 16. Types of VideoAds: Linear VAST on Mobile Full Screen Interstitial – Landscape Mode
- 17. First topic Second topic Typesof Video Ads : Native Video Is scroll the new skip?
- 18. Best Practices forHigh Performing VAST Video Ads • MP4 Files (play across all devices and OS) • Multiple files: 480p/720p/1080p (best resolution picked up based on bandwidth) • Aspect Ratio – 16:9 • Duration: 10 seconds – 30 seconds. Optimal: 15 seconds • SSL compliance • CORS header • 1 Wrapper only
- 19. Types of Video Ads:MRAID In-Banner RM Video Ads • Leveraged in Tablets and 300x250 Banners on Mobile
- 20. Types of VideoAds: MRAID Expandable Video Ads • Landscape videos (16:9) • Play in Portrait/Landscape mode
- 21. Types of Video Ads:MRAID Interstitial Video Ads
- 22. Types of VideoAds: Vertical Video • The Future of Mobile Video • Fullscreen video – 320x568 (9:16) •MRAID or VAST
- 23. Best Practices forHigh Performing RM Video Ads • Autoplay • 2 Sets of Creatives: Delayed Skippable (end of Q1) and Non Skippable, ensures high viewability • Duration: 10 seconds – 30 seconds. Optimal: 15 seconds Feature In Banner Videos Expandable Videos Interstitial Videos Play Setting Autoplay Inline Click to expand and autoplay video Autoplay Initial Sound Setting Off On Publisher Controlled Skippability NA NA Publisher Controlled Recommended Settings:
- 24. Direct Metrics toCare About Viewability Completion Rate Engagement
- 25. In-App Video ExperienceLends Itself to High Viewability • Full screen, auto-play, delayed or non-skippable • MRC is yet to publish guidelines specific to in-app mobile inventory • Third party viewability services offer limited or no in app viewability metrics, and none are MRC accredited yet
- 26. Critical Advantage: In theMoment Location + Video = High User Intent
- 27.
- 28. Upcoming MMA Events MobileCampaigns: Secrets to Delivering Superior Conversions Thursday, Oct 8th To App or Not to App: Strategies & Tactics to Make your App a Success Tuesday, Oct 13th View Webinar & Events Calendar http://www.mmaglobal.com/events/other/webin inars http://www.mmaglobal.com/calendar/monthly MMA Forum Vietnam October 30, 2015 MMA Forum Spain October 27, 2015 MMA Forum Indonesia October 15, 2015 MMA Forum Mexico October 22, 2015 MMA Webinar Series 28
- 29. MMA programs andworking groups consist of executives who discuss key issues for a specific industry segment, technology or business issue. The programs and working groups meet on an ongoing basis to develop and execute industry initiatives that reflect the needs of their initiative area and membership. To join a program, contact committees@mmaglobal.com. Text Marketing Privacy Mobile Shopper Marketing Location Committee Internet of Things Incubation Council Currency (Advertising) Attribution Analysis Programmatic Native Advertising Mobile Video Benchmarking Study MMA Programs and Initiatives 29
- 30. MMA Smartbrief MobileSmart Fundamentals MMA LinkedIn Group Case Study Hub Webinar Archive Get Social with MMA Additional Resources 30
- 31.