1. Understanding theMobile Video Ad Market!!!!!!ROC Santa MonicaSept 2nd 2014Martin Price@martinpricewww.linkedin.com/in/mprice

2. About the author 3. 3Martin Price 15+ years as Product Executive leading product management, UX,design, content & operations teams for large corporations & start-ups,also entrepreneur and startup founder Currently Sr Director Mobile Products @ OpenX experiencedleading product strategy and working with CEO and exec teams atYahoo! (8 Yrs), IAC, & top tier VC investors (Shasta, Clearstone+) atGeodelic Experience building compelling consumer experience for web,mobile & tablet devices and launching in global markets Experience building successful scalable ad tech products and APIservices at scale & integrating with partners industry globally Industry speaker & panelist on mobile at Mobile World Congress,Techcrunch Disrupt, VentureBeat Mobile Summit (invite only), CTIA,MobileBeat, AppNation, AppsWorld, Silicon Beach Fest + more Writing book entitled No Such Thing As Done! - Designing andmanaging iterative mobile products for the attention deficitgeneration 4. 4Some wins Lead global rollouts of products in 24+ markets at Yahoo! in bothConsumer space (yahoo.com homepage, my y! & toolbar) & Ad tech space(video ad products & rich media) incl. patents granted for Toolbarinnovations at Yahoo!! Created a mobile cloud services and product innovation startup up calledProductsy and took it from $0 to $1m revenue in 1 year with $0 funding! Built one of first local mobile advertising platforms in the industry at IACand launched with Pandora, Urbanspoon and others as top 10 network in2010! Lead the release of multiple product innovations at OpenX incl. new SDKs,Video & the first Native Advertising Exchange in Barcelona at Mobile WorldCongress 5. Mobile Video Market 6. US Mobile Video AudienceThe number of people watching video on a smartphones (ages 2 and up) in the first quarter reached103.5 million, up from 89.7 million in the year-earlier period.16%103.5Source: MediaPost News, Mobile Marketing Daily89.7 MillionMillionQ1 2013 Q1 2014 7. Mobile web & app usageThe number of people using the mobile Webor any app on a smartphone app in the firstquarter went up 22% in the last year, fromalmost 122 million to 149 million.122 million149 million22%Avg. monthly viewing timeAverage monthly time spent per userviewing mobile video grew was one hour,37 minutes, up 23% from 1:11 a year ago.201320141:37 mins1:11 minsSource: MediaPost News, Mobile Marketing Daily 8. 8"7"6"5"4"3"2"1"0"2011" 2012" 2013" 2014" 2015" 2016" 2017"Millions'of'Terabytes'Per'Month'Source:(Cisco,(2013(Global'Mobile'Video'Traffic'Will'Con9nue'To'Surge'' 9. Zero-TV Households: Younger audiences have a higher propensity tolive in zero-TV environments. They've either cancelled cablesubscriptions ("cord-cutters") or never adopted traditional pay TV("never cords"). Instead, they stream or download video to a variety ofInternet connected devices. Nielsen, which began to track zero-TVhomes this year, says 44 percent of the estimated 5 million zero-TVU.S. households are 34 and younger. Second Screen: This terms refers to the simultaneous use of a mobiledevice or PC while watching TV. Sometimes this activity is related towhat's happening on the main screen, but often it's not. Formillennials, second-screen behavior is simply second nature. Forty-onepercent or more of audiences aged 14 to 29 routinely text orbrowse the Web while watching TV, according tothe Deloitte survey cited earlier. Across age groups, the average iscloser to 25 percent. Mobile-centric: Millennial audiences were far more likely than theaverage U.S. consumer to routinely rely on the tablet or smartphoneas their consumption device for movies and TV shows, according tothe same survey. Twenty-eight percent of video audiences aged 24 to29 said they watched TV shows on their smartphone or mobile deviceweekly or every day, compared to only 4 percent of Baby Boomersaged 47 to 65. 10. Web PropertiesGeneralAggregatorsContent Network"LUMA"Partners"LLC"2014VIDEO&LUMAscapeExchanges NetworksDenotes acquired companyVideo AdTargeted TVDSPsAgencies Media BuyingDesksVideo Ad ServersMedia Management & OpsVideo Search /GuideAd CreationCDNsVideo Delivery MgmtEncoding / TranscodingVideo SyndicationTV EverywhereOTT PlatformsCarriers Connected TVs &Traditional STBOTT ApplicationsVideo SpecificData MgmtIP-EnabledSet Top BoxesData / DRMVideo Ad ServersMediaAgenciesOVPsTV / TargetedTV PlatformsPlayersCreation Tools/MARKETERCONSUMERBranded ContentDistributionMeasurementand AnalyticsDenotes shuttered companySocial NetworksVideo ProductionToolsVideo SSPsMCNs 11. Ad Formats29Multiple FormatsMAKING SENSE OF EVERYTHINGMarketplace Names Definition TypePre-roll, mid-roll, post-roll, interstitial,ad skip, Ad Selector, Innovid iRollVIDEO ADS in the video stream LinearLower ThirdDISPLAY ADS overlaid on the videostream Overlay300x250 display Ads ALONGSIDE video stream CompanionRich MediaVIDEO ADS delivered in bannerspace StandaloneBranded EntertainmentStandalone brand or product VIDEOADVERTORIAL or entertainment NativeGoogle Video AdSense VIDEO ADS via text rollover In-TextConsole/Connected TV Interactivity Digital interactivity on TV platform TV PlatformConsumer Opt-In Choose your own ad or ad skipping Ad Selector 12. Video Standards & Examples!Vsuite Overview https://www.youtube.com/watch?v=1bBV0JWLZUU!VASTSample 2.0 Tagshttp://demo.tremorvideo.com/proddev/vast/vast_inline_linear.xmlhttp://ad3.liverail.com/?LR_PUBLISHER_ID=1331&LR_CAMPAIGN_ID=229&LR_SCHEMA=vast2!VPAIDhttp://www.iab.net/guidelines/508676/digitalvideo/vsuite/vpaidVPAID ad examples https://www.youtube.com/watch?feature=player_embedded&v=8vIiUQyfZEk!VAST 2.0 non linear VPAID http://static.openvideoads.org/examples/ova.jwplayer.5x/examples/pages/ad-servers/adotube/example04.html!VMAPhttp://www.iab.net/guidelines/508676/digitalvideo/vsuite/vmap!!! 13. Mobile Video @OpenX 14. Interstitial Video AdsVideo interstitial ads are enabled forin-app inventory!Available for direct sold campaigns inAd Server!Enables core functionality for video!In-built Video Player for appdevelopers to utilize ensures video adscan be played and tracked seamlessly!Video tracking 15. Pre / Mid / Post Roll VideoPre RollContent Mid Roll Content Post Roll 16. In-feed VideoNative in-feed video in yournative apps including auto playvideo!Simply add premium video in thestream or feed of your app with acouple of lines of code (SDK 2.5and above)!Utilizes bundled native videoplayer so no extra codingrequiredIntegrates into the Native AdExchange directly formonetization!Ad creative via VAST tag 17. Q&A