What are the opportunities for video advertising on mobile?!

Setting the scene

Mobile video is growing Infrastructure is robust enough to handle “broadcast experience”

Source: Cisco VNI Mobile Forecast, 2013

Traffic share 2017

UK Mobile Ad Spending Growth by Format

Source: eMarketer, April 2013

600% £150m

300% £75m

Mobile ad impression growth in Karbon

Mobile and tablets now 20% of all ads delivered via Karbon

2012 2013

Source: Videoplaza

Digital natives are increasingly mobile

Source: IAB Europe

Internet access ‘on the go’

81% 81% of Digital Natives own an

internet enabled phone

(EU: 68%)

Advertisers are seeing great engagement rates on their content

Great engagement Users take action because:

• More focus on content

• Less disruption from other tabs/browsers

2.4% 5.0%

Source: The Jun Group, Q2 2013

Mobile monetisation in action

•  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

Mobile video strategy #1: find your audience!

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

STV’s digital mission •  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

Mobile Monetisation •  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

Mobile video strategy #3: grow video inventory

So, what are the opportunities?

Opportunities

Monetise your fragmented audience

Capture this highly lucrative ad spend

£ $ €

Increase your available inventory

Interact with a young brand-friendly audience

Thank you

Stephen Byrne 07739 019 948

stephen.byrne@videoplaza.com