At LoopMe, we're convinced that video is absolutely the best format for grabbing attention, keeping it, and making a message work.
This is why we've launched LoopMe TV, covering the latest news and hot topics in the mobile advertising industry with insights from leading industry experts.
And by leading experts, from across all of mobile advertising, we really mean it. The list currently stands at seven videos and growing, with opinions from agency leaders, trade bodies, evangelists and investors. To give three examples:
In the best traditions of getting a message across quickly and succinctly, the videos average three minutes and explore a single take on a single theme critical to the mobile advertising industry.
So take a look and let us know what you think. Comment if you like, and please do share. And if you know of someone who’d like to appear – or if you want your voice to be heard and you’re a serious player in the mobile advertising space – then get in touch.
Mobile first. That’s the new mediaspeak. We’ve reached a tipping point in advertising. According to figures released by Flurry, time spent on mobile devices has now overtaken TV for the first time ever, which confirms forecasts published by eMarketer. Mobile is therefore more than just a first screen, it’s slowly shifting into our main screen and this is only going to accelerate as IoT (the Internet of Things) huddles around mobile as the remote control for “Connected Life”.
Advertisers now have the opportunity to reuse TV formats in a far more targeted way that delivers massive scale on large screen high quality mobile devices. This is achieved by a common audience targeting approach (using parameters such as demographics and TV regions) and improved levels of viewability that full-screen ad formats offer over online ads (in the online world, partial ads get counted as a view whereas on mobile, full-screen always get displayed).
There are two broad conceptual models evolving on mobile video - click-to-play (for brands) and autoplay (for performance). As an example of a brand advertiser, we recently ran a campaign to support driving awareness for the new film Imitation Game, which was user initiated. Because the campaign was click-to-play, the decision to watch the 15 second short video came down to the user. By placing the video ad in relevant environments (in this case puzzle games proved particularly effective not surprisingly), we empowered users to make choices around the content they wanted to consume and advertisers only paid for videos that started on a CPM basis.
In addition to the video ad, brands can also include dynamic and fully customisable end cards that enable extra features such social sharing or bespoke call-to-actions including but not limited to purchases, find out more, watch more content or drive to site – whatever the KPI of the campaign, our platform optimises towards the campaign goal.
For advertisers that require a more sophisticated viewing model, we have just launched our performance video offer that can be purchased on a CPCV (Cost-per-Completed-View) model. This gives advertisers the opportunity to benefit from massive scale but only pay for completed views.
As with all forms of advertising, the less intrusive and in-your-face it feels, the higher the levels of engagement that can be achieved. Our in-house creative services team now develops bespoke HTML5 branded experiences for brands and agencies for both video and rich media.
With direct access to some of the largest global apps, premium sites and integration with the top mobile ad exchanges for real-time bidding, LoopMe can now access over 1 billion global unique users with full-screen ads for video. That translates into approximately 75 million across Western Europe and 15 million in the UK. Our technology enables you to access and place videos on inventory where it was not previously possible, as we are not limited by SDK integrations, and we support both HTML5 and VAST for video delivery, giving LoopMe advantage and optimum global reach. Coupled with our audience tools and segmentation, we enable advertisers to accurately reach specific audience groups and align mobile with campaigns from other channels.
If your goal is to drive transactions (for example film tickets), you can leverage the power of sequential campaigns to deliver specific messages based on previous interactions and manage consumers through the sales funnel.
With the numbers from Flurry and eMarketer demonstrating that consumers are now spending increasingly more time on mobile devices and less time watching TV (<2 hours per day), accessing light tv viewer audiences to drive incremental uplift to support TV campaigns will become a critical factor. These consumers cannot be reached via TV anymore and they represent a large and significant audience for any brands. Light TV views are now heavy mobile users accessed via demographic and behavioural targeting.
To find out more about how LoopMe can support you with accessing light TV viewers and run mobile video campaigns contact us on sales[at]loopmemedia[dot]com.
As a publisher, how do you make sure you can reach as many networks as possible? How do you optimise so that you can boost your fill rates and eCPMs?
One good answer: mediate.
This is why you can now access LoopMe's full-screen video and rich media ad formats directly from your MoPub dashboard. LoopMe is now only one of ten global ad networks supported in MoPub's Ad Network Mediation.
More is more
By using mediation you can add as many ad networks as you like from the list of available third-party ad sources. The more you have, the more you can build sophisticated optimisation strategies, including building country, app, ad size or OS waterfalls that can be managed manually or dynamically optimised.
Moreover, the MoPub platform also enables you to stack your ad network mediation partners alongside DSPs to make them compete against each other. It’s a neat way to make sure you’re squeezing as much value as possible from your impressions.
Less is more
MoPub does not charge publishers or ad networks a fee for ad network mediation. All they have to do is open a publisher account with every ad network that they choose to work with via the MoPub Ad Network Mediation feature.
Also, adding LoopMe as an Ad Network Mediation option does not require any SDK or technical work, so you don’t have to waste time integrating.
What are you waiting for?
In the first instance, contact your MoPub Account Manager and let them know that you want to enable LoopMe for Ad Network Mediation.
Then, go through our LoopMe MoPub Ad Network Mediation Playbook that provides you with a step-by-step description on how to get LoopMe running as an ad network mediation partner.
We’d like to know how you get along with this so please get in touch and tell us how it works for you.
It's the season for awards and on 10th November, at the Mobile Marketing Association Smarties Awards at the etc. venues in Bishopsgate, we won the award for Brand Awareness. Cue lots of happy faces (above). We were also shortlisted for the Innovation and Video/Rich Media categories so it was a great night for us.
The case study that clinched it was our work with Selfridges.
The Selfridges ‘Hello Beautiful - The Beauty Project’ was an integrated campaign in London and major cities with Out-of-Home (OOH) advertising and in-store promotions, supported by high-impact interactive digital formats. We worked with digital agency MediaCom to deliver the mobile campaign for Selfridges and help drive brand awareness and footfall.
Our key insight was that we could use social endorsements from consumers and fans to boost the advertising effectiveness, add credibility and make the campaign go viral.
And the key result? A happy client. For the award entry Selfridges stated: “LoopMe provided Selfridges with a unique and innovative way to engage consumers using full-screen ads on mobile and tablet. Social endorsement generated an uplift on brand interaction and encouraged social sharing and feedback."
Pete O'Mara-Kane, VP sales at LoopMe, looks at this as part of the wider LoopMe perspective. His take on it is that “LoopMe’s focus on full-screen ad formats at massive scale including video, rich media and interstitial is becoming an exciting proposition for brand advertisers."
Take a look at the award entry and see how this worked. And watch out for LoopMe at more awards events. We are now looking forward to the Effective Mobile Marketing Awards taking place this coming Thursday where we have been nominated for our work for Sky and Selfridges.
LoopMe is the world’s largest mobile video platform, reaching over 2 billion devices worldwide via integration with programmatic ad exchanges and direct publishers.