Prsentation PowerPoint

How can brands communicate more effectively in the mobile era?Elena Iordache - Teads STUDIONovember 8th 2016

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360 ads/ dayAttention span? 8.25 seconds

REINVENTING VIDEO ADVERTISING

An adult is exposed to aprox. 360 ads per day (TV, internet, radio, newspaper, magazine), out of which aprox 150-155 are even noted, far less make a strong impact to be remembered.Attention span in 2000: 12 secAttention span in 2015: 8.25 sec

http://www.statisticbrain.com/attention-span-statistics/http://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/

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Mobile overtook desktop computers as peoples preferred device to access the internet last year, and that trend is forecast to jump by 28 percent this year, according to Zeniths Media Consumption Forecasts, released Monday.Mobile internet is now growing at the expense of all other media, said Jonathan Barnard, Zeniths head of forecasting. Seventy percent of internet use is now on a mobile, and the use of a desktop for internet will fall by almost 16 percent, this year.

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Sursa: GWI, 2016

# hours per day spent on mobile

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So how do you create advertising that gets recalled?

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Video offers a compelling way to tell a story

Easiest comprehension and synergy to media companies: Pre-roll and post-roll ads are similar to TV ads, which are the easiest for traditional advertisers and marketers to comprehend.Video offers a compelling way to tell a story, not to mention it also performs well gets 3x more clicks that display banners80% of viewers recall a video ad they saw in the past 30 days in 2007According to Nielsen Wire, 48% of consumers trust video adshttp://www.nielsen.com/content/dam/nielsenglobal/apac/docs/reports/2015/nielsen-global-trust-in-advertising-report-september-2015.pdfhttp://www.insivia.com/50-must-know-stats-about-video-animation-marketing-2013/http://marketingland.com/online-vs-tv-72-agencies-say-online-video-ads-effective-effective-tv-survey-118854

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#1. The future of online advertising is mobilevideo

Mobile is FIRST screen, as users spend time on mobileIn UK, mobile ad spent will surpass TV spent in 201644% of video are viewed on mobile Ooyala report

http://mandmglobal.com/why-your-mobile-video-ads-stink/

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Ad spend per medium

In fact, forecasts for mobile growth this year are upgraded from 46% to 48%, and next year from 29% to 33%. While it may only amount to a few percentage points, the impact on the total is tremendous. Zenith now expects mobile ad spend to exceed desktop by $8 billion in 2017, up from the $2 billion that was predicted in June.https://digitalcontentnext.org/blog/2016/09/20/mobile-internet-advertising-rising-fast-to-eclipse-desktop-in-2017/9

Format matters

One study from Kargo, a specialist in mobile brand advertising, found that interstitial ads which pop up and block the entire mobile screen were themost disruptive and intrusive. While "technically" viewable, it said, the attention by a viewer to this format after it is served often drops dramatically. "The full page video interstitial ads triggered fight-or-flight responses at a rate twice that of the embedded opt-in ads," it said, adding that "interstitial ad viewers fixated 22% of time spent looking for the X button".That effect was also reported by Kargo: AJ Mathew, its VP/Research, noted that consumers did visually engage with interstitial ads, "but often because they are trying to close them". Researchers found that embedded, opt-in ads that rewarded attention and presented within the context of user's app experiences yielded eight times more mental engagement, more than three times amount of time spent with the brand, and significantly higher brand recall and positive sentiment than standard interstitial video ads.

Embedded, opt-in ads, on the other hand, yielded eight times more mental engagement, MediaBrix found, with more than three times the amount of time spent with the brand, and significantly higher brand recall and positive sentiment than standard interstitial video ads. People actually watched the embedded, opt-in units: close to 90% of viewers in the MediaBrix research watched the full 30-second video, compared to only 25% when exposed to an interstitial.

http://www.warc.com/LatestNews/News/EmailNews.news?ID=37493&Origin=WARCNewsEmail&CID=N37493&PUB=Warc_News&utm_source=WarcNews&utm_medium=email&utm_campaign=WarcNews20160929http://www.prnewswire.com/news-releases/new-neuroscience-study-shows-how-mobile-users-actually-respond-to-in-app-ads-300334644.html#continue-jump

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LandscapeSquareVertical

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#2. Vertical & Square Video

Horizontal is a heritage from TV eraOn mobile, horizontal videos get a 9x lower completion rate than vertical videos.*Snapchat May 2015 report

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Vertical Video

2.8x awareness rate for vertical videoVertical Video15%27%43%

Changing orientation makes all the difference

TV AdMobile adSource : Video going moble, a Teads study commissioned by Ipsos, June 2016

REINVENTING VIDEO ADVERTISING

2.8 x rata de awarness vertical video vs TV spot

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Vertical & Square formats perform best in terms of attention and awareness rateVerticalAttentionUser ExperienceEngagementTurn on the audio and watch the video in fullExperience the ad as respectful or non-intrusiveWatch the video until the end Source: Teads & Ipsos Research, Born for mobile: vertical and square video ads May 2016. Base: 2,184 respondents; USA, Latin America, EuropeSquare

V

+53%

+66%

V

+44%

+34%

V

+43%

+192%vs. TV repurposed adsVerticalSquareVerticalSquare

Mobile first demands new KPIs Digital media landscape is shaping towards innovative quality focused metrics especially on mobile; inRead vertical & square are ergonomic formats for mobile and deliver a user first experience with +60% attention, +39% better user experience and +118% engagement vs. repurposed TV ads15

#3. Short video is the new norm

Optimal video ad length on mobile? Depends on how long the content is no one will watch a 30 sec ads before a 2 min content!Consumers recall shorter ads 5,10, 15 secMillenials recall shorter ads toohttp://www.mobilemarketer.com/cms/news/research/22407.html

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Subtitles matter

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Effectiveness of mobile-optimised creatives with subtitles vs. TV creatives on mobileSource: Teads & Ipsos, Video going mobile, June 2016

+20%Ad Recall(and +157% uplift in Brand recall in Mexico)+18%Engagement

+34%Attention (Viewability/Dwell time)Q:Do you remember seeing this ad among the ads you just saw?; What ad was this for?Q:Did you watch the ad until the end?Q Which, if any, of the following did you do while watching the video ad?.

Shorter, subtitled videos outperform by attention, user experience & engagement

34% au vazut ad until the end20% recall

Pt mobile video cu subtitles vs TV

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#4. Interactivity

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Click to buyInteractive

Smartphone-ul este un mediu foarte personal si obisnuinta este sa interactionam, nu sa fim conumatori pasivi.De ex, in campaniile interactive BR vedem o rata de interactiune de 2 ori mai mare pe mobile!Optiuniel sunt multe: harta cel mai apropiat restaurant, tap to call, gamification, sms etc

Costumise the experienceLet user find your locationTap to call

Gamification

Costumise the experienceLet user find your locationTap to call

#5. Customization

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Customise the video experience based on users contextLocation, time of day, day of week, platform

Optimizing by total mobile weight increased campaign performance -- either sales or other branding and conversion metrics -- by 4% to 12% (not counting a puzzling outlier from Coca-Cola in Brazil where sales rose a whopping 60%). But optimizing around creative type, location or other factors such as weather increased campaign impact 7% to 25%.http://adage.com/article/digital/boosting-speing-mobile-boosts-sales/306117/

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Customise the video experience based on users contextLocation, time of day, day of week, platform

Optimizing by total mobile weight increased campaign performance -- either sales or other branding and conversion metrics -- by 4% to 12% (not counting a puzzling outlier from Coca-Cola in Brazil where sales rose a whopping 60%). But optimizing around creative type, location or other factors such as weather increased campaign impact 7% to 25%.http://adage.com/article/digital/boosting-speing-mobile-boosts-sales/306117/

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Weather targeted ad

Optimizing by total mobile weight increased campaign performance -- either sales or other branding and conversion metrics -- by 4% to 12% (not counting a puzzling outlier from Coca-Cola in Brazil where sales rose a whopping 60%). But optimizing around creative type, location or other factors such as weather increased campaign impact 7% to 25%.http://adage.com/article/digital/boosting-speing-mobile-boosts-sales/306117/

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Weather targeted ad

Optimizing by total mobile weight increased campaign performance -- either sales or other branding and conversion metrics -- by 4% to 12% (not counting a puzzling outlier from Coca-Cola in Brazil where sales rose a whopping 60%). But optimizing around creative type, location or other factors such as weather increased campaign impact 7% to 25%.http://adage.com/article/digital/boosting-speing-mobile-boosts-sales/306117/

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#6. Video 360

http://adage.com/article/digital/360-degree-video-ads-facebook/301314/https://virtualrealityreporter.com/google-introducing-360-video-trueview-ads-in-youtube-adwords/http://adwords.blogspot.it/2015/07/see-future-of-video-by-looking-behind.html

YT - View on mobile ios & Android. On web via Chrome & Opera. Not Safari and Fifefox. Or google cardboardFacebook on web - Chrome, IOS & Android

http://www.reelseo.com/how-to-360-degree-video-youtube/http://www.trustedreviews.com/opinions/how-can-i-watch-facebook-360-videos-1http://gizmodo.com/youtubes-ready-to-blow-your-mind-with-360-degree-videos-1690989402

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Desktop 360

Mobile 360

elena.iordache@teads.tvThank you!

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