Measuring the success of video ad formats

PowerPoint Presentation

MEASURING MOBILE VIDEO ADS

Sight. Sound. Motion | #WinWithVideo Series - Part-2 | October 5th, 2016

InMobi 2016www.inmobi.com

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SPEAKERS

Abhishek KhuranaProduct Marketing, Performance AdvertisingTanvi KapoorProduct Marketing, Brand Solutions

INMOBI 2016www.inmobi.com

AGENDAVideo Ad JourneyFormatsPerformance MetricsAttributionPricingViewability


THE VIDEO AD JOURNEY

Ad RequestAd ServedAd RenderedAd PlayedAd ViewableQ1 CompleteQ3 CompleteQ2 CompleteVideo CompleteClickConversion

Ad Loaded

InMobi 2016www.inmobi.comWalk through the different points in the video ad journey.Talk about what can go wrong at each pointRefer to facebook measurement



UNDERSTANDING THE DIFFERENT MOBILE VIDEO AD FORMATSVAST VideoVPAID Video MRAID VideoSiteServed


UNDERSTANDING THE DIFFERENT MOBILE VIDEO AD FORMATSVASTVPAIDMRAIDDefinitionVideo Ad Serving TemplateVideo Player Ad Interface DefinitionMobile Rich Media Ad Interface DefinitionWhat is it?Generic framework for facilitating communication between the video ad server and the video player defines the video experienceFramework for facilitating interactions between the video player and ad unit focused on enabling a rich interactive experience overlays, click interaction, etc.An API for facilitating interactions for a rich interactive creative within an in-app environment. The unit may or may not contain a video element.Environments SupportedWorks on Desktop and MobileOriginally designed for Desktop. Was being used on mobile web as well.Designed specifically for Mobile In-AppVideo ExperienceSupports video with or without companion ads. The companion ad may be a static image or a rich experienceSupports interactive video with overlays. Used to rely heavily on flash, but this is changing nowSupports interactive creatives through HTML5 players and javascriptMeasurementStandardized to measure basic metrics like plays, quartile completionsStandardized to measure advanced metrics like interactions, pause/play, sound, viewability, in addition to basic metricsDoes not have standards for measuring video specific metrics, but can be customized to measure anything




PERFORMANCE METRIC: SCALEWho does it matter to?Advertisers What is the # of users who see the video ad? At what scale is the marketing message being distributed?

How is it calculated?Users The # of users who see the video adUnique Users The # of unique users who see the video ad at least onceVideo Views The # of time the video ad was viewed


PERFORMANCE METRIC: COMPLETION RATEWho does it matter to?Brand Advertisers What % of the marketing message is being conveyed to the userPublishers Especially for CPCV billed campaigns

How is it calculated?Quartile Completions: # of quartile views completed / # of total viewsCompletion Rate: # of completed views / # of total views


PERFORMANCE METRIC: COMPLETION RATEAverage BenchmarksMMA AverageFacebookInMobiQ155%46%88%Q231%28%79%Q326%18%73%Q424%11%66%

Sources: http://www.mmaglobal.com/files/whitepapers/MMA_Video_Benchmarking_Study_FINAL_v4.pdfhttps://www.salesforce.com/blog/2016/02/facebook-video-ads-global.html


PERFORMANCE METRIC: COMPLETION RATEWhat factors influence the completion rate?Length of the video ad 15 second is the sweet spot on mobileContent quality optimized for mobile Publisher Placement Is it skippable or non-skippable?Time of day variationIs it a mobile first format vertical video vs landscape video?


LEARN MORESAMSUNG

25% OF SCREEN: HORIZONTAL VIDEO

100% OF SCREEN: VERTICAL VIDEOIMPROVING COMPLETION RATES: MOBILE FIRST VIDEO FORMATS


Newer formats like vertical video which do not expect any action from the user for a premium viewing experience Short form content which conveys the marketing message succinctly within 15 seconds and is not modified from TV long form ads. Measure drop off points to customize the message for mobile

PERFORMANCE METRIC: AVERAGE VIEWING TIMEWho does it matter to?Brand Advertisers What is the average length of video viewed? What time frame do you have to communicate your main value proposition?

How is it calculated?Average Viewing Time = Total # of seconds of video viewed / # of video viewsExample: If total viewing time of a 30 second video ad is 1200 secs and total # of video views is 100, then average viewing time = 1200/100 = 12 secs



PERFORMANCE METRIC: AVERAGE VIEWING TIMEWhat is the Facebook Reporting controversy?Facebook counted video views as # of views which crossed 3 secondsThis is roughly 50% of the # of users who view a video in a scrolling environment. Facebook conveyed the average viewing time as 1200/50 = 24 secs (an inflation of 100% on the actual 12 secs)The average viewing time metric was inflated by 60-80%Advertisers have taken decisions on the content quality as well as how much to spend on different advertising platforms based on these metrics



PERFORMANCE METRIC: CLICK-THROUGH RATEWho does it matter to?Advertisers who have a clear call-to-action in the campaign. Typically app download advertisers who nudge the user to download an app. Call-to-action for brand advertisers could be lead generation such as register here, and so on.

How is it calculated?Click Through Rate (CTR) % = # of Clicks / # of ImpressionsNote: Compare CTRs for the same media type to give indication of which creative message is encouraging the most clicks for the audience of traffic it is being displayed to.


Its not wise to compare ad success across different media channels using CTRs. However, comparing CTRs for the same media type will give indication of which creative message is encouraging the most clicks for the audience of traffic it is being displayed to

What factors influence the click-through rate?Content of the videoDevice of the userTime of Day/Day of Week variationVideo format i.e. rich end card vs static end card vs no end card

PERFORMANCE METRIC: CLICK-THROUGH RATE


INTERACTIVE END CARDS DELIVER BEST CTRs

Pre/Mid/Post Roll No End CardHD Video Static End CardMRAID Video Interactive End Card1X2X4X


PERFORMANCE METRIC: CONVERSION RATEWho does it matter to?Typically App Install advertisers or Brand advertisers looking to promote their apps

How is it calculated?Conversion Rate (CVR) % = # of Conversions/ # of ClicksConversion could imply a range of actions such as an app download, a purchase, a registration, level 1 completion and so on


What factors influence the conversion rate?Audience targeting - to show the right proposition to the right userFrequency capping and pacing to control/pace the number of times the same proposition is shown to the user to prevent user fatigueAttribution Method

PERFORMANCE METRIC: CONVERSION RATE




ATTRIBUTION: 101


SYNC FLOW INTRODUCES POST-CLICK LATENCY LEADING TO DROP-OFFS


ASYNC USING S2S REDUCES POST-CLICK LATENCY15-25% CVR Improvement!Ensure your tracking partner supports Async Flow


A VIEW CAN INFLUENCE BEYOND BRAND AWARENESS TO DRIVE USER INTENT AND CONVERSIONSAFTER VIEWING A DISPLAY AD, USER INTENT measured through search activity increases by 155%POST-IMPRESSION, USER CONVERSIONS shot up by 60%RISE IN USER INTENT ON MOBILE AFTER A VIEW

RISE IN USER CONVERSIONS POST-IMPRESSION155%60%

Source: Specific Media, Yahoo! ResearchSource: InMobi Network Insights85%

of all online users are NON-CLICKERS*of all users on the InMobi Network are NON-CLICKERS

75%

*Non clickers are users who do not click on a display ad in a month

InMobi 2016www.inmobi.comDefine non-clickers using the giphy on the left and proceed to impact of views.25

Exposure to Impression/View48 hours

IDEAL VIEW-THROUGH WINDOW

USER CONVERSION POINTUSE OPTIMAL ATTRIBUTION WINDOWS TO OPTIMIZE CAMPAIGNS AND GET THE TRUE RoI

75% view-based installs occur by DAY 2Source: InMobi Network Insights


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DIFFERENT PRICING MODELS FOR MOBILE VIDEO AD FORMATSPricing ModelScale PotentialDefinitionInterpretationsCPMHighCost per 1000 impressions/views for videoVideo starts to play = 1 impressionMRC Viewability: Video plays for atleast 2 seconds = 1 impressionFacebook: Video plays for atleast 3 seconds = 1 impressionYoutube: Video plays for min(length of video, 30 seconds) = 1 impressionCPIMediumCost per install i.e. Cost/Number of installs-




VIEWABILITY


VIEWABILITY INDUSTRY DEFINITIONSMRC Definition:At least 50% of the pixels of the video ad are in view for at least 2 continuous secondsAVOC Audibility and Viewability on Completion Definition (by MOAT):The video is in view and audible on video complete Preferred by CPG brandsWPP Definition:The ad is user initiated and hence 100% in view, for at least 50% of the video duration with audio ON

Source: Integral Ad Science, H1 2016 Media Quality Report


QUESTIONS


THANK YOU!
