Mobile Video is Not Desktop Video or TV

<:150% 25% 50% 75% 100%

3%1%1%5%20%43%27%

< :15 :15 :30 1:00 2:00 > 2:00 No Ideal Length

6%

94%

YES They Are DifferentNO They Are The Same

Can’t Get No

Satisfaction

KPIs

D I R T Y L I T T L E S E C R E T S O F M O B I L E V I D E O

R A P I D G R O W T H , U N R E A L I Z E D P OT E N T I A L , C H AO S & C H A L L E N G E S

0% 25% 50% 75% 100%

17%25%47%11%

1 2-5 6-20 20+

Though video is providing the strongest growth among mobile applications, marketers and agencies face challenges developing creative, tracking performance

and navigating the many channels of mobile video

And it’s the differences between mobile video and legacy video implementations which are creating the challenges for mobile marketers and

their agencies as they increase their use of mobile video.

Top Challenges: Developing Creative and Finding Properties to Run Mobile Videos

42% use 6+ channels, while 17% use over 20 different channels

42%

Too many metrics / Too many KPIs to measure success

Regardless of the challenges, marketers see tremendous opportunities with mobile video

Regarding Channels, Facebook Rules

Video Length: Shorter than 15 seconds is Better

In your opinion, are best practices different for mobile video than traditional desktop video?

YES they are Different

NO they are the Same

What challenges do you face in delivering effective mobile video?

How many different channels do you deliver mobile video to?

What metrics or KPIs do you use to measure the success of your mobile video activities?

Which of the following statements best represents your attitude towards the metrics that you are currently using to measure the success of your mobile video programs?

How has the importance of mobile video changed in the past few years?

In your opinion, what is the ideal length of a video for mobile?

(Choose all that apply)

How do you expect the importance of mobile video to change in the coming years?

YouAppi Research shows that Mobile Marketers are challenged by Mobile Video Despite its Dynamic Growth

Which apps are important to your mobile video activities?

0% 25% 50% 75% 100%

54%32%8%6%

We don’t have metrics or reports to look atWe have lots of metrics and reports, but we don't believe themWe have metrics and reports, but they don’t measure what really mattersWe have metrics that give us everything we need to effectively measure our success

0% 25% 50% 75% 100%

54%32%8%6%

We don’t have metrics or reports to look atWe have lots of metrics and reports, but we don't believe themWe have metrics and reports, but they don’t measure what really mattersWe have metrics that give us everything we need to effectively measure our success

0% 25% 50% 75% 100%

17%25%47%11%

1 2-5 6-20 20+

0% 25% 50% 75% 100%

1%5%94%

Increased / Increase No Change Decreased / Decrease

0% 25% 50% 75% 100%

1%5%94%

Increased / Increase No Change Decreased / Decrease

0% 25% 50% 75% 100%

2%5%93%

Increased / Increase No Change Decreased / Decrease

0% 25% 50% 75% 100%

3%1%1%5%20%43%27%

< :15 :15 :30 1:00 2:00 > 2:00 No Ideal Length

youappi.com

To improve mobile capabilities, YouAppi offers a 360 degree mobile marketing platform for brands, enabling them to empower their data via our machine learning technology to raise awareness, build and maintain their business and reward their users through

branded video, user acquisition, user re-engagement and rewarded video.

is a Full-Funnel Growth Marketing Platform for Mobile Brands, Converting Data into Profitable Users

“As a data-driven mobile growth solution, we see opportunities among the creative, channel and measurement challenges mentioned by the survey

respondents,” said Moshe Vaknin, CEO & Co-Founder, YouAppi.

“Along with our partners, we expect to roll out a range of solutions which will enable our customers to overcome these challenges and utilize mobile video

to grow their businesses while enhancing their customers’ experience.”

The research conducted by Dimensional Research and commissioned by YouAppi surveyed 218 global mobile marketer and agency employees in May and June 2017. YouAppi’s research supported research from the Boston Consulting Group and the Google Digital Academy, which shows that the weakest digital capabilities for marketers and agency employees are mobile

advertising and mobile web and apps (along with testing).

CPI (Cost Per Install)

CTR (Click Through Rate)

VCR (Video Completion Rate)

CPCV (Cost Per Completed View)

CPV (Cost Per View)

CPM (Cost Per Thousand)

ER (Engagement Rate)

VCPM (Viewable Cost Per Thousand)

Other

We do not track metrics of KPIs for mobile video

0% 10% 20% 30% 40% 50%

4%

16%

6%

24%

30%

33%

37%

38%

39%

47%

Developing compelling creative

Finding properties to effectively deliver video to our audience

Not enough budget to do what we need to

Understanding changing viewer habits

Pressure to act too quickly before we have our strategy together

Other

We don’t face any challenges

0% 10% 20% 30% 40% 50%

4%

8%

21%

26%

28%

35%

44%

Developing compelling creative

Finding properties to effectively deliver video to our audience

Not enough budget to do what we need to

Understanding changing viewer habits

Pressure to act too quickly before we have our strategy together

Other

We don’t face any challenges

Social Media Platforms

Facebook

In-App advertising of other apps

YouTube

Our own apps

SnapChat

0% 20% 40% 60% 80% 100%

0%

6%

18%

20%

66%

69%

75%

1%

2%

3%1%1%

75%

“This research shows that mobile marketers are dealing with a huge number of different metrics and KPIs for video, and an enormous range in the types of measurement. When you combine this with fact that not even half can agree that any of these metrics is worth tracking, it clearly indicates a metric standardization challenge for the industry.”

Diane Hagglund Founder and Principal, Dimensional Research

With all of these KPIs, 46% are not satisfied by their ability to measure the success of their mobile video