In-app mobile video usage is exploding as highlighted in the latest App Annie Market Index report. Nearly half of mobile video viewers can only (or mostly only) be reached in-app according to IAB. The recent SMOX MMA study with Coca-Cola, Walmart & Mastercard showed that mobile video can outperform cable television. Learn all about in-app mobile video in terms of vertical video, completion rates, viewability, true full-screen formats, rich interactive features, programmatic buying, and more. Speaker: Anne Frisbie Senior Vice President, InMobi Exchange and Global Alliances InMobi

1. The Future of Brand Marketing
= In-App Mobile Video
MMA Webinar Series
October 06, 2015
Sponsored by:

2. About the MMA
Cultivating Inspiration
Aimed at the Chief Marketer; guiding best practices and driving innovation
Building Capability for Success
Fostering know-how and confidence within the Chief Marketer's
organization
Demonstrating Measurement and Impact
Proving the effectiveness and impact of mobile through research providing
tangible ROI measurement and other data
Advocacy
Working with partners and our members to protect the mobile marketing
industry
The MMA is the world's leading global non-profit trade association
comprised of more than 800 member companies, from nearly fifty countries
around the world. The MMA's mission is to accelerate the transformation and
innovation of marketing through mobile, driving business growth with closer
and stronger consumer engagement.
Anchoring the MMA's mission are four core pillars:
MMA Members Include:
For more information about membership
email: membership@mmaglobal.com
2

3. 3
Managing Your Questions
Share the Insights
#MMAWeb

4. Moderator
Leo Scullin
Head of Global Industry Initiatives
Mobile Marketing Association
Anne Frisbie
SVP, InMobi Exchange and Global Alliances
InMobi
Presenter
4

5. 1 bn uniques globally Deep audience insights
Custom and Seasonal Audience Segments
200 Mn
160 Mn
250 Mn
390 Mn
Exclusive & strategic Highly engaging ad formats
Native
Video
Rich
Media
Banner
Full
Screen

6. Interesting Trends

7. “The world has really not just gone from desktop to mobile,
but maybe more importantly from a world run by channels to
a world which was characterized by millions of sites and
now eventually to a world dominated by apps…”
- Rob Norman
Global Chief Digital Officer, GroupM

8. 88% of Smartphone
Usage is driven by Apps
53% of Total Digital Media
Time Spent is
In-App
Source: comScore

9. Mobile Video & TV: Usage Behavior
global
22%
US
25%
China
37%
UK
25%

10. 48% of people only or mostly only use mobile
apps to watch video on their smartphones
Only/mostly
mobile apps
48%
Only/mostly
mobile web
18%
Source: IAB

11. Understanding In-App
Mobile Video Ads…

12. Types of Videos
VAST Video
Rich Media Video
(MRAID)
Scale Interactive

13. Types of Video Ads : VAST

14. Linear VAST on Desktop
Pre-Roll / Post-
Roll Video with
Companion Ad

15. Non-Linear VAST on Desktop

16. Types of Video Ads: Linear VAST on Mobile
Full Screen
Interstitial –
Landscape
Mode

17. First topic
Second topic
Types of Video
Ads : Native
Video
Is scroll the new
skip?

18. Best Practices for High Performing VAST Video Ads
• MP4 Files (play across all devices and OS)
• Multiple files: 480p/720p/1080p (best resolution picked up based
on bandwidth)
• Aspect Ratio – 16:9
• Duration: 10 seconds – 30 seconds. Optimal: 15 seconds
• SSL compliance
• CORS header
• 1 Wrapper only

19. Types of
Video Ads: MRAID
In-Banner RM Video Ads
• Leveraged in Tablets and
300x250 Banners on Mobile

20. Types of Video Ads:
MRAID
Expandable Video Ads
• Landscape videos (16:9)
• Play in Portrait/Landscape mode

21. Types of Video
Ads: MRAID
Interstitial
Video Ads

22. Types of Video Ads:
Vertical Video
• The Future of Mobile Video
• Fullscreen video –
320x568 (9:16)
•MRAID or VAST

23. Best Practices for High Performing RM Video Ads
• Autoplay
• 2 Sets of Creatives: Delayed
Skippable (end of Q1) and
Non Skippable, ensures high
viewability
• Duration: 10 seconds – 30
seconds. Optimal: 15
seconds
Feature In Banner Videos
Expandable
Videos
Interstitial Videos
Play Setting Autoplay Inline
Click to expand
and autoplay
video
Autoplay
Initial Sound
Setting
Off On
Publisher
Controlled
Skippability NA NA
Publisher
Controlled
Recommended Settings:

24. Direct Metrics to Care About
Viewability
Completion Rate
Engagement

25. In-App Video Experience Lends
Itself to High Viewability
• Full screen, auto-play, delayed or non-skippable
• MRC is yet to publish guidelines specific to in-app
mobile inventory
• Third party viewability services offer limited or no in app
viewability metrics, and none are MRC accredited yet

26. Critical Advantage:
In the Moment
Location + Video =
High User Intent

27. Thank You
efficientbuying@inmobi.com

28. Upcoming MMA Events
Mobile Campaigns: Secrets to Delivering
Superior Conversions
Thursday, Oct 8th
To App or Not to App: Strategies & Tactics
to Make your App a Success
Tuesday, Oct 13th
View Webinar & Events Calendar
http://www.mmaglobal.com/events/other/webin
inars
http://www.mmaglobal.com/calendar/monthly
MMA Forum Vietnam
October 30, 2015
MMA Forum Spain
October 27, 2015
MMA Forum Indonesia
October 15, 2015
MMA Forum Mexico
October 22, 2015
MMA Webinar Series
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ongoing basis to develop and execute industry initiatives that reflect the needs of their initiative
area and membership.
To join a program, contact committees@mmaglobal.com.
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Benchmarking Study
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30. MMA Smartbrief Mobile Smart
Fundamentals
MMA LinkedIn Group
Case Study Hub Webinar Archive Get Social with MMA
Additional Resources
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31. Thank You!