The Buyers Lexicon for Mobile Video - February 2018 - Mobile Marketing Association
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The Buyers Lexicon for
Mobile Video
February 2018
©2018 Mobile Marketing Association, Inc. All Rights Reserved.
1
Table of Contents
The Buyers Lexicon for Mobile Video is a comprehensive compilation constructed to make
buying and selling mobile video placements simple and consistent across industry partners.
The document is meant to demystify mobile video formats and provide clarity of
vocabulary to all, including advertisers, agencies, publishers, and industry vendors. The
lexicon not only defines the most pertinent mobile video placements, but also defines video
formats and features.
Definition Page No.
MOBILE VIDEO AD PLACEMENTS 3
• IN-STREAM (PRE-, MID-, POST-ROLL) 3
• INTERSTITIAL 3
• NATIVE 3
• OUT-STREAM 4
– IN-ARTICLE 4
– IN-BANNER 4
– IN-FEED 4
• VALUE EXCHANGE 5
MOBILE VIDEO PLAYBACK OPTIONS 6
• AUTO-EXPANDING, COLLAPSIBLE 6
• AUTO-PAUSING, AUTO-RESUMING 6
• AUTOPLAY 7
• CLICK-TO-PLAY, USER – INITIATED 7
• LIGHTBOX 7
• MUTED 8
• SKIPPABLE 8
VIDEO FEATURES 9
• DYNAMIC, DATA-DRIVEN, or PERSONALIZED 9
• GIF 9
• HAPTIC 10
• INTERACTIVE 10
• SHOPPABLE 11
VIDEO TYPES 12
• 360 VIDEO 12
• AUGMENTED REALITY VIDEO 13
• CIRCULAR VIDEO 14
• SQUARE OR 1:1 VIDEO 14
• VERTICAL VIDEO 15
• VIRTUAL REALITY VIDEO 15
PRICING OPTIONS 15
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 2
MOBILE VIDEO PLACEMENTS
These are video ads delivered via a mobile device. Video ads come in all shapes and sizes
and also can contain a variety of playback options. They can be short-form, long-form,
skippable, non-skippable, autoplay, click-to-play, full-screen, or windowed. These units can
also be purchased on exchanges or directly from publishers, and can be bought using most
pricing models, including CPM, CPCV, CPC, CPV [for definitions of acronyms see “Pricing
Options” below on page 15].
IN-STREAM (PRE-, MID-, POST-ROLL)
A mobile video ad unit that appears in front of (pre-roll), during (mid-roll), or after (post-
roll) video content. In-stream units mimic the look and feel of TV commercials within a
video player.
INTERSTITIAL
A mobile ad unit that appears at various
transition points between content, such as with
articles, photos, or in-between levels in a game.
These units are typically full-screen or almost full-
screen and tend to include calls-to-action (CTAs)
directing users to other apps or a mobile
webpage. Increasingly, interstitials contain rich
media features, making experiences more
immersive and engaging.
(See example at right.)
NATIVE
A mobile video ad that matches the look and feel,
form and function, of the app, publisher, or
platform it's running on. These units come in all
shapes and sizes -- common variations are as
outlined under out-stream.
NOTE: Out-stream and Native placements can be
similar. Traditional Native ads visually and
contextually fit into the environment of the
publisher. Out-stream may only mimic the
function and form of a publisher page -- for
instance, it could be a video ad in a newsfeed
where the content of the video ad and look and
feel of the unit is mismatched.
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 3
OUT-STREAM
A subgroup of video ad types that are defined as NOT in-stream (i.e. pre-roll, mid-roll,
etc.) and play as standalone videos without any video content before or afterwards, in
various placements as follows:
IN-ARTICLE IN-BANNER IN-FEED
A video ad that is viewed A video ad that is viewed A video ad that is viewed
in between paragraphs of in a typical in-page within content, social,
editorial content. banner placement (300 x news, or product feeds.
50, 300 x 250, etc.).
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 4
VALUE EXCHANGE
A user-initiated mobile video ad that is viewed to unlock entertainment, points, music, WiFi,
or other content or services. These placements can contain rich media features and often
include a custom branded end-screen.
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 5
MOBILE VIDEO PLAYBACK OPTIONS
In-stream units play like TV commercials -- before, during or after video content, playing
automatically, typically with sound on, and remain fully in-view for the duration of the ad
unless skipped (assuming they are skippable). Non-in-stream video ad playback can vary in
a number of different ways, described below:
AUTO-EXPANDING, COLLAPSIBLE
A video ad that reveals itself as a portion of the page comes into view. It may similarly
collapse itself as the user scrolls past the placement, or it could also follow the users down
the page and require the user “X” out of the ad to remove it from the screen.
AUTO-PAUSING, AUTO-RESUMING
A video ad that plays only while it is in-view, pausing when it moves out of the viewable
window of the device due to page scrolling, and resuming when it comes back into view.
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 6
AUTOPLAY A video ad that starts as soon as it is in view, sometimes, but not always, abiding by Media Ratings Council (MRC) viewability guidelines. (See example at left.) CLICK-TO-PLAY, USER-INITIATED A video ad that starts only if a user chooses to view it, usually by clicking a play button. LIGHTBOX A video ad that appears over the page, obscuring the content behind it until it finishes playing, either because it reaches completion or because it is dismissed by the user (assuming that is an option). ©2018 Mobile Marketing Association, Inc. All Rights Reserved. 7
MUTED A video ad that starts with the sound off, requiring the user to unmute it to hear the audio. SKIPPABLE A video ad that allows the user to skip over all or part of it. Skippable ads typically have some period of mandatory viewing before the skip call-to-action appears. ©2018 Mobile Marketing Association, Inc. All Rights Reserved. 8
VIDEO FEATURES
DYNAMIC, DATA-DRIVEN, or PERSONALIZED
A video ad that leverages data to provide the viewer with a more relevant experience.
Some types of data that are commonly used include geo, weather, time of day,
demographic or psychographic audience data, or advertiser-held data from a CRM
database or other systems.
GIF
Not a video per se, but an animated image format that can look like a video and be purchased
similarly. Animated GIFs mimic the user experience of muted looped videos.
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 9
HAPTIC
A video ad that engages the actuator motor on a mobile device to produce a controlled
series of vibration effects felt by the user during video playback.
INTERACTIVE
A video ad that incorporates interactive elements into the video to allow the user to take
some kind of action. Interactivity takes many different forms (overlays, buttons, swipes,
hotspots, end cards, expandable components, custom features and so forth) and provides a
wide range of functionality (galleries, additional videos, coupons, games, etc.).
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 10SHOPPABLE
A special type of interactive video with the main purpose of generating sales or purchase
intent. The video format is interactive, in that users can click and “learn more” or click to
purchase items directly from the video.
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 11VIDEO TYPES
The following video types diverge from the commonly-used video aspect ratios of 4:3
(standard) or 16:9 (widescreen), or change the viewing experience to give the user the
ability to see more than what is on-screen at any given point in time.
360 VIDEO
360-degree videos are video recordings where a view in every direction is recorded at the
same time.
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 12AUGMENTED REALITY VIDEO
Augmented Reality Video is the integration of video with the user's environment in real
time. Unlike virtual reality, augmented reality uses the existing environment and “adds”
virtual elements to it. Think pokemonGO.
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 13CIRCULAR VIDEO
Videos that show 115 degrees of content (everything except the recorder perspective such
as video shot with Snapchat spectacles). These videos provide the option to view more
than a fixed view, but less than 360 degrees.
SQUARE OR 1:1 VIDEO
Video filmed (or more typically cropped) to a 1:1 ratio, as a compromise to provide closer to
full-screen viewing in both portrait and landscape view on a mobile device. Most frequently
seen in social networks.
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 14VERTICAL VIDEO
Video intended for viewing in portrait mode, 9:16
aspect. These units are not standard video viewed
in 9:16, but they are typically custom created for a
given platform and do not include black bars at
the top or bottom of the video. This video type is
growing in popularity as marketers look to
integrate video with apps that are usually viewed
vertically, such as Snapchat and Facebook. To
maximize viewer engagement, it is often
recommended that marketers shoot video
specifically for the format rather than re-purposing
horizontal video.
VIRTUAL REALITY VIDEO
Virtual Reality Video is an audiovisual simulation of
an altered, augmented or substituted environment
that surrounds users, allowing them to look around
in all directions, just as they can in real life. This
experience is typically achieved via a special
headset to immerse oneself into the new
environment.
PRICING OPTIONS
Video advertising can be transacted according to different pricing models depending on
campaign Key Performance Indicators (KPIs), and on media and publisher sites. Below is a
listing of those models, and their commonly-used abbreviations.
CPA: Cost per action
CPC: Cost per click
CPCV: Cost per completed view
CPI: Cost per interaction
CPM: Cost per one thousand impressions
CPV: Cost per view
For a list of video terminology from the Interactive Advertising Bureau, click here:
http://dvglossary.www2.iab.com/#chapter-11
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 15Acknowledgements
Special thanks to the MMA Mobile Video Committee and the following MMA member
companies who contributed mightily to this paper: AdColony, Facebook, Immersion,
Innovid, Jun Group, NBCUniversal and Tapjoy. Also we thank the other members of the
Committee for their support: AppsFlyer, Immersion and TAB. Thanks also to the main driver
of this effort, Michael Tuminello (Innovid) as well as Adam Cohen-Aslatei (Jun Group),
Stephane Krzywoglowy (NBCU), Emily McInerney (Tapjoy) and Chris Meador (Facebook).
And finally, kudos to Catharine Taylor, our veteran writer and all-around media maven.
The MMA Mobile Video Committee includes the following member companies: AdColony,
Alliance For Audited Media - Digital Services, Alphonso Inc., AppsFlyer, Charter
Communications (Spectrum), CNN, ESPN, Facebook, Google, Hathway, Hulu, Immersion
Corporation, Innovid, Intuit, Jun Group, NBCUniversal, Phunware, Rubicon Project, Snap
Inc., TAB, Tapad, Tapjoy, Inc., The Weather Company, an IBM Business, Turner Broadcasting
System, Inc., Twitter, Vehicle, Verve Mobile and VEVO.
About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association
comprised of more than 800 member companies, from nearly fifty countries around the
world. Our members hail from every faction of the mobile marketing ecosystem, including
brand marketers, agencies, mobile technology platforms, media companies, operators and
others. The MMA’s mission is to accelerate the transformation and innovation of marketing
through mobile, driving business growth with closer and stronger consumer engagement.
Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving
innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for
marketing organizations through fostering know-how and confidence; to champion the
effectiveness and impact of mobile through research providing tangible ROI measurement;
and to advocate for mobile marketers. Additionally, MMA industry-wide committees work
collaboratively to develop and advocate global best practices and lead standards
development. For more information about the MMA please visit: www.mmaglobal.com.
©2018 Mobile Marketing Association, Inc. All Rights Reserved. 16You can also read
