Why mobile video should be

part of every brand's strategy

We know that spend is growing fast as buying points

increase

1601% growth year on year!

Source; IAB / PwC Digital Adspend 2012

Four major video buying points in

2010

Over triple that in 2013, with a raft of

different innovations

This is being led by consumer behaviour as they

move to the most convenient screen for video

36.5% watch ‘video’ each month on their mobile

35.1% watched web content on their mobile

Source; ComScore MobiLens 2013 and Google

10% watch video on mobile every day

32% growth YOY

200% growth YOY

Facebook is the 2nd largest video platform 19.2% view via facebook

It is important that we don’t assume we can plan ‘screen

neutral’ because our audiences are platform agnostic

Research shows we need

to plan screen specific creatively Reusing your TV copy is not the most effective way of gaining lasting engagement

Source; Celtra 2013

TV Commercial

Trailer

Bespoke content

Give them great content and then give them the

opportunity to engage more, or share

They’re waiting to be entertained Give them something that captures their attention and the option to satisfy their curiosity

100M+ people/week are social on YouTube

And remember to take advantage of the platform you are delivering your video on

Location relevance in ad improves effectiveness by 75%

If you’re delivering video in banner, tailor your creative but be sure to track beyond the click

A high CTR doesn’t guarantee the best quality traffic. If you want video views you need to track accordingly

Source; MediaCom 2012

CTR Completion rate

Network A 1.38% 13%

Network B 0.47% 58%

It’s important to test and learn now, around the corner is

4G, which will change content consumption again

8

Despite the slow adoption of 4G with EE, the growth of mobile content consumption could go exponential from2013 when take up grows

This is happening on 3G

This is 4G

To wrap up

1. Investment is beginning to grow with opportunity

2. Our audiences are already migrating to watch video on mobile

3. We must prepare a screen specific strategy

4. Give people the opportunity to discover more

5. Remember to leverage mobile’s in built USP’s

■ E.g. location

6. Optimise beyond the click

7. Test and learn so you are ready for the next step change – 4G

Thank you

george.dixon@mediacom.com

@georgewdixon