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The Future of Tablets New Orleans - Lisa Abramson mobile video case study
The document outlines various types of premium mobile video advertising, including 'tap to video' ads, in-banner video ads, and interactive pre-roll videos, highlighting their engagement effectiveness. It includes case studies demonstrating successful implementations, such as a top iPad app and travel advertisers regaining brand loyalty through targeted video ad strategies. Metrics show high engagement rates and improved brand awareness and consideration through innovative ad formats.
The Future of Tablets New Orleans - Lisa Abramson mobile video case study
- 1. Mobile Video Advertising PREMIUM MOBILEVIDEO ADVERTISING Case Study Lisa Abramson, Director of Marketing @RhythmNewMedia © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION
- 2. What Types ofMobile Video Advertising Exist? © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION
- 3. “TAP TO VIDEO”AD • Display ad taps to a full screen video • Higher engagement rates than regular display PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 3
- 4. IN-BANNER VIDEO AD •Auto-plays inside banner • Boosts engagement • Tap to expand and collapse PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 4
- 5. INTERACTIVE PRE-ROLL VIDEO/ INTERSTITIAL VIDEO / PRE-APP VIDEO • Many names, one unit • Interactive video outside of video content: - App Launch - Game Levels - Photo Galleries • Quality of content and experience varies PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 5
- 6. IN-STREAM VIDEO ADS •Ads appear before video • Interactive options • Seamless non- buffering experience • High demand; highly effective PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 6
- 7. PUBLISHER CASE STUDY: TMZ iPAD APP LAUNCHED APRIL 2012 • Interactive In-Stream Video • Top 10 iPad App at Launch • Leaderboard “Tap to Video” • Tablet Full Page PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 7
- 8. Advertiser Case Study © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION
- 9. GOALS • Increase awareness& consideration; regain brand loyalty • Reach travelers and high income, tech savvy, audience • Ensure premium content association Note: Images shown are representative of travel advertisers that have run on Rhythm’s collection of premium media properties. PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 9
- 10. COMBINATION OF VIDEO+ FULL SCREEN DISPLAY ADS PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 10
- 11. INCREASED AWARENESS &BRAND LOYALTY THROUGH IN-STREAM VIDEO 95.0% 91% COMPLETION 91.0% 90.0% 89.0% In-Stream Completion Rate 85.0% 80.0% 75.0% 70.0% Average Travel Case Study PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 11
- 12. TABLET FULL PAGEADS WITH HIGH ENGAGEMENT RATES BOOST CONSIDERATION 22% engagement PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 12
- 13. COMBINATION OF VIDEO+ FULL SCREEN DISPLAY BOOSTS ENGAGEMENT 10.0% 9.4% ENGAGEMENT RATE 9.5% 9.4% Full Page Ad Engagement 9.0% 8.6% 8.5% 8.0% 7.5% Average Travel Case Study PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 13
- 14. ADD “TAP TOVISIT WEBSITE” INTERACTIVITY ON IN-STREAM VIDEO 75% INCREASE 1.80% 1.7% In-Stream Video Ad Engagement 1.20% 0.97% 0.60% 0.00% Average Travel Case Study PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 14
- 15. DELIVER ADS TOTARGET AUDIENCE ON PREMIUM PROPERTIES TRANSPARENTLY PREMIUM MOBILE VIDEO ADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION 15
- 16. THANK YOU PREMIUM MOBILE VIDEOADVERTISING © Rhythm NewMedia Inc. PROPRIETARY AND CONFIDENTIAL INFORMATION
Editor's Notes
- #16 Reach travelers on contextually relevant sites on both tablets & smartphones