Rags Gupta, CCO

Mobile Video Monetisation:Best Practices

The #1 video advertising platform in Europe and SE Asia

SBS Discovery (Nordics)

RTL (Germany)

MTV3 (Finland)

M6 (France)

STV (Scotland)

TV4 Group (Sweden)

MediaCorp (Singapore)

Canal + Group (France)

Aunia (Spain)

Dogus Group (Turkey)

• Commercial HQ London, • Product & Dev HQ Stockholm• Sales Offices in Berlin, Cologne, Hong Kong, Madrid, Paris &

Singapore• 90+ clients across 25 markets

IP-delivered video advertising revenue and growth in Western Europe

2010 2011 2012 2013 2014 2015 2016 2017

20

40

60

80

0

750

1500

2250

3000RevenueYoY growth

€m

Source: IHS & Videoplaza - A future for TV:The publisher as audience architect -

Dec 2013

68%

68% of Digital Natives own an internet enabled

phone

Source: IAB Europe - 2013

51%

51% of the UK population own a tablet device

Source: Britain’s Got Tablets IAB UK - April

2014

Video consumption is increasingly happening on a range of different devices

Data from Videoplaza’s Karbon platform22% of all Karbon traffic is now delivered to mobiles and tablets

67%11%10%

12%

PC traffic IPTVMobile Tablets

Source: Videoplaza Karbon - Jan 2014 - March

2014

Growth over a two year periodVideo viewing on tablet devices continues to increase

Apr 12

Jun 12 Au

Oct 12 De

Feb 13

Apr 13

Jun 13 Au

Oct 13 De

Feb 14

Apr 14

0

12,500,000

25,000,000

37,500,000

50,000,000

62,500,000

TabletsAd

impr

essio

ns

Source: Videoplaza Karbon - April 2012 - April

2014

862%increase

Lower ad-loads on non-PC devices are a common feature across markets…

DE DK FI FR NL NO SE TR UK0

2.75

5.5

8.25

11Web/PCMobileTablet

# of

ads

Source: IHS & Videoplaza - A future for TV:The publisher as audience architect -

Dec 2013

Even though engagement rates are much better than PC

Completion Rate CTR

PC 66.74% 3.4%

Mobile 76.98% 8.04%

Tablet 77.52% 12.4%

Source: Videoplaza Karbon - April 2014

Publishers are finding that monetisation via non-PC devices is lagging behindThere are several core issues…

1 Measurement and currency issues for mobile:hard to do frequency capping and sell based on GRPs and other metrics

Lower in-stream ad-loads:2ad-loads for mobile video assets are often between 70% and 30% lower than PC ad-loads

Lower CPMs:3not all devices are created equal where video advertising CPMs are concerned

Broadcasters are most successful in mobile video monetisation

Preroll Midroll Postroll Preroll Midroll Preroll Midroll

Broadcasters 1.58 3.42 0.92 1.33 1.75 1.33 1.92

Publishers 1.00 1.17 1.17 1.00 0.33 1.00 0.33

Ad networks 1.00 0.43 0.71 0.86 0.43 0.86 0.29

Web / PC Tablet Mobile

Source: Videoplaza Karbon - April 2014

Content and context also drive completion rate and ad load

88.93%

Broa

dcas

ter

77.20%

Publ

isher

64.54%

Ad

Netw

ork

Source: Videoplaza Karbon - April 2014

Recommendations

1Optimise delivery

based on campaign objectives

2As much as

possible sell one audience

3Tweak ad loads

based on AB testing and user behaviour

Thank you@ragsgupt

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