rags gupta - breakfast & brains - mobile video monetisation best practices
DESCRIPTION
Rags Gupta's presentation from Breakfast & Brains 5TRANSCRIPT
Rags Gupta, CCO
Mobile Video Monetisation:Best Practices
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
IP-delivered video advertising revenue and growth in Western Europe
2010 2011 2012 2013 2014 2015 2016 2017
20
40
60
80
0
750
1500
2250
3000RevenueYoY growth
€m
Source: IHS & Videoplaza - A future for TV:The publisher as audience architect -
Dec 2013
68%
68% of Digital Natives own an internet enabled
phone
Source: IAB Europe - 2013
51%
51% of the UK population own a tablet device
Source: Britain’s Got Tablets IAB UK - April
2014
Video consumption is increasingly happening on a range of different devices
Data from Videoplaza’s Karbon platform22% of all Karbon traffic is now delivered to mobiles and tablets
67%11%10%
12%
PC traffic IPTVMobile Tablets
Source: Videoplaza Karbon - Jan 2014 - March
2014
Growth over a two year periodVideo viewing on tablet devices continues to increase
Apr 12
Jun 12 Au
Oct 12 De
Feb 13
Apr 13
Jun 13 Au
Oct 13 De
Feb 14
Apr 14
0
12,500,000
25,000,000
37,500,000
50,000,000
62,500,000
TabletsAd
impr
essio
ns
Source: Videoplaza Karbon - April 2012 - April
2014
862%increase
Lower ad-loads on non-PC devices are a common feature across markets…
DE DK FI FR NL NO SE TR UK0
2.75
5.5
8.25
11Web/PCMobileTablet
# of
ads
Source: IHS & Videoplaza - A future for TV:The publisher as audience architect -
Dec 2013
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%
Source: Videoplaza Karbon - April 2014
Publishers are finding that monetisation via non-PC devices is lagging behindThere 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:2ad-loads for mobile video assets are often between 70% and 30% lower than PC ad-loads
Lower CPMs:3not all devices are created equal where video advertising CPMs are concerned
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
Source: Videoplaza Karbon - April 2014
Content and context also drive completion rate and ad load
88.93%
Broa
dcas
ter
77.20%
Publ
isher
64.54%
Ad
Netw
ork
Source: Videoplaza Karbon - April 2014
Recommendations
1Optimise delivery
based on campaign objectives
2As much as
possible sell one audience
3Tweak ad loads
based on AB testing and user behaviour
Thank you@ragsgupt
a