Breakfast & Brains May 2013- George Dixon
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Transcript of Breakfast & Brains May 2013- George Dixon
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Why mobile video should be
part of every brand's strategy
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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
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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
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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
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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
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And remember to take advantage of the platform you are delivering your video on
Location relevance in ad improves effectiveness by 75%
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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%
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It’s important to test and learn now, around the corner is
4G, which will change content consumption again
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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
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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