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Understanding the 
Mobile Video Ad Market 
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! 
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ROC Santa Monica 
Sept 2nd 2014 
Martin Price 
@martinprice 
...
About the author
3 
Martin Price 
‣ 15+ years as Product Executive leading product management, UX, 
design, content & operations teams for ...
4 
Some wins 
‣ Lead global rollouts of products in 24+ markets at Yahoo! in both 
Consumer space (yahoo.com homepage, my ...
Mobile Video Market
US Mobile Video Audience 
The number of people watching video on a smartphones (ages 2 and up) in the first quarter reache...
Mobile web & app usage 
The number of people using the mobile Web 
or any app on a smartphone app in the first 
quarter we...
8" 
7" 
6" 
5" 
4" 
3" 
2" 
1" 
0" 
2011" 2012" 2013" 2014" 2015" 2016" 2017" 
Millions'of'Terabytes'Per'Month' 
Source:(C...
‣ Zero-TV Households: Younger audiences have a higher propensity to 
live in zero-TV environments. They've either cancelle...
Web Properties 
General 
Aggregators 
Content Network 
©"LUMA"Partners"LLC"2014 
VIDEO&LUMAscape 
Exchanges Networks 
Deno...
Ad Formats 
29 
Multiple Formats 
MAKING SENSE OF EVERYTHING 
Marketplace Names Definition Type 
Pre-roll, mid-roll, post-...
Video Standards & Examples 
! 
Vsuite Overview https://www.youtube.com/watch?v=1bBV0JWLZUU 
! 
VAST 
Sample 2.0 Tags 
http...
Mobile Video @ 
OpenX
Interstitial Video Ads 
•Video interstitial ads are enabled for 
in-app inventory 
! 
•Available for direct sold campaigns...
Pre / Mid / Post Roll Video 
Pre Roll 
Content Mid Roll Content Post Roll
In-feed Video 
•Native in-feed video in your 
native apps including auto play 
video 
! 
•Simply add premium video in the ...
Q&A
Mobile video ad market presentation
Mobile video ad market presentation
Mobile video ad market presentation
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Mobile video ad market presentation

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Understanding the Mobile Video Ad Market presentation for the American Marketing Association Los Angeles

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Mobile video ad market presentation

  1. 1. Understanding the Mobile Video Ad Market ! ! ! ! ! ! ROC Santa Monica Sept 2nd 2014 Martin Price @martinprice www.linkedin.com/in/mprice
  2. 2. About the author
  3. 3. 3 Martin Price ‣ 15+ years as Product Executive leading product management, UX, design, content & operations teams for large corporations & start-ups, also entrepreneur and startup founder ‣ Currently Sr Director Mobile Products @ OpenX experienced leading product strategy and working with CEO and exec teams at Yahoo! (8 Yrs), IAC, & top tier VC investors (Shasta, Clearstone+) at Geodelic ‣ Experience building compelling consumer experience for web, mobile & tablet devices and launching in global markets ‣ Experience building successful scalable ad tech products and API services at scale & integrating with partners industry globally ‣ Industry speaker & panelist on mobile at Mobile World Congress, Techcrunch Disrupt, VentureBeat Mobile Summit (invite only), CTIA, MobileBeat, AppNation, AppsWorld, Silicon Beach Fest + more ‣ Writing book entitled “No Such Thing As Done! - Designing and managing iterative mobile products for the attention deficit generation”
  4. 4. 4 Some wins ‣ Lead global rollouts of products in 24+ markets at Yahoo! in both Consumer space (yahoo.com homepage, my y! & toolbar) & Ad tech space (video ad products & rich media) incl. patents granted for Toolbar innovations at Yahoo! ! ‣ Created a mobile cloud services and product innovation startup up called Productsy and took it from $0 to $1m revenue in 1 year with $0 funding ! ‣ Built one of first local mobile advertising platforms in the industry at IAC and launched with Pandora, Urbanspoon and others as top 10 network in 2010 ! ‣ Lead the release of multiple product innovations at OpenX incl. new SDK’s, Video & the first Native Advertising Exchange in Barcelona at Mobile World Congress
  5. 5. Mobile Video Market
  6. 6. US Mobile Video Audience The number of people watching video on a smartphones (ages 2 and up) in the first quarter reached 103.5 million, up from 89.7 million in the year-earlier period. 16% 103.5 Source: MediaPost News, Mobile Marketing Daily 89.7 Million Million Q1 2013 Q1 2014
  7. 7. Mobile web & app usage The number of people using the mobile Web or any app on a smartphone app in the first quarter went up 22% in the last year, from almost 122 million to 149 million. 122 million 149 million 22% Avg. monthly viewing time Average monthly time spent per user viewing mobile video grew was one hour, 37 minutes, up 23% from 1:11 a year ago. 2013 2014 1:37 mins 1:11 mins Source: MediaPost News, Mobile Marketing Daily
  8. 8. 8" 7" 6" 5" 4" 3" 2" 1" 0" 2011" 2012" 2013" 2014" 2015" 2016" 2017" Millions'of'Terabytes'Per'Month' Source:(Cisco,(2013( Global'Mobile'Video'Traffic'Will'Con9nue'To'Surge''
  9. 9. ‣ Zero-TV Households: Younger audiences have a higher propensity to live in zero-TV environments. They've either cancelled cable subscriptions ("cord-cutters") or never adopted traditional pay TV ("never cords"). Instead, they stream or download video to a variety of Internet connected devices. Nielsen, which began to track zero-TV homes this year, says 44 percent of the estimated 5 million zero-TV U.S. households are 34 and younger. ‣ Second Screen: This terms refers to the simultaneous use of a mobile device or PC while watching TV. Sometimes this activity is related to what's happening on the main screen, but often it's not. For millennials, second-screen behavior is simply second nature. Forty-one percent or more of audiences aged 14 to 29 routinely text or browse the Web while watching TV, according to the Deloitte survey cited earlier. Across age groups, the average is closer to 25 percent. ‣ Mobile-centric: Millennial audiences were far more likely than the average U.S. consumer to routinely rely on the tablet or smartphone as their consumption device for movies and TV shows, according to the same survey. Twenty-eight percent of video audiences aged 24 to 29 said they watched TV shows on their smartphone or mobile device weekly or every day, compared to only 4 percent of Baby Boomers aged 47 to 65.
  10. 10. Web Properties General Aggregators Content Network ©"LUMA"Partners"LLC"2014 VIDEO&LUMAscape Exchanges Networks Denotes acquired company Video Ad Targeted TV DSPs Agencies Media Buying Desks Video Ad Servers Media Management & Ops Video Search / Guide Ad Creation CDNs Video Delivery Mgmt Encoding / Transcoding Video Syndication TV Everywhere OTT Platforms Carriers Connected TVs & Traditional STB OTT Applications Video Specific Data Mgmt IP-Enabled Set Top Boxes Data / DRM Video Ad Servers Media Agencies OVPs TV / Targeted TV Platforms Players Creation Tools / MARKETE R CONSUME R Branded Content Distribution Measurement and Analytics Denotes shuttered company Social Networks Video Production Tools Video SSPs MCNs
  11. 11. Ad Formats 29 Multiple Formats MAKING SENSE OF EVERYTHING Marketplace Names Definition Type Pre-roll, mid-roll, post-roll, interstitial, ad skip, Ad Selector, Innovid iRoll VIDEO ADS in the video stream Linear Lower Third DISPLAY ADS overlaid on the video stream Overlay 300x250 display Ads ALONGSIDE video stream Companion Rich Media VIDEO ADS delivered in banner space Standalone Branded Entertainment Standalone brand or product VIDEO ADVERTORIAL or entertainment Native Google Video AdSense VIDEO ADS via text rollover In-Text Console/Connected TV Interactivity Digital interactivity on TV platform TV Platform Consumer Opt-In Choose your own ad or ad skipping Ad Selector
  12. 12. Video Standards & Examples ! Vsuite Overview https://www.youtube.com/watch?v=1bBV0JWLZUU ! VAST Sample 2.0 Tags http://demo.tremorvideo.com/proddev/vast/vast_inline_linear.xml http://ad3.liverail.com/? LR_PUBLISHER_ID=1331&LR_CAMPAIGN_ID=229&LR_SCHEMA=vast2 ! VPAID http://www.iab.net/guidelines/508676/digitalvideo/vsuite/vpaid VPAID ad examples https://www.youtube.com/watch? feature=player_embedded&v=8vIiUQyfZEk ! VAST 2.0 non linear VPAID http://static.openvideoads.org/examples/ova.jwplayer.5x/ examples/pages/ad-servers/adotube/example04.html ! VMAP http://www.iab.net/guidelines/508676/digitalvideo/vsuite/vmap ! ! !
  13. 13. Mobile Video @ OpenX
  14. 14. Interstitial Video Ads •Video interstitial ads are enabled for in-app inventory ! •Available for direct sold campaigns in Ad Server ! •Enables core functionality for video ! •In-built Video Player for app developers to utilize ensures video ads can be played and tracked seamlessly ! •Video tracking
  15. 15. Pre / Mid / Post Roll Video Pre Roll Content Mid Roll Content Post Roll
  16. 16. In-feed Video •Native in-feed video in your native apps including auto play video ! •Simply add premium video in the stream or feed of your app with a couple of lines of code (SDK 2.5 and above) ! •Utilizes bundled native video player so no extra coding required • Integrates into the Native Ad Exchange directly for monetization ! •Ad creative via VAST tag
  17. 17. Q&A

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