Video Viewing On Digital Now Matches Time Spent Watching Tv, But Low Digital Ad Receptivity Brings Targeting And Creative Challenges

Video Viewing On Digital Now Matches Time Spent Watching Tv, But Low Digital Ad Receptivity Brings Targeting And Creative Challenges

NEW YORK, October 14, 2015 /PRNewswire/ --



AdReaction: Video Creative in a Digital World Examines Video Use By Multiscreen Users
in 42 Countries and Explores Opportunities for Marketers 



Multiscreen users spend the same amount of time viewing video on TV as they do on
digital platforms, yet remain less receptive to digital ads, found AdReaction: Video
Creative in a Digital World [http://www.millwardbrown.com/adreaction ] (AdReaction Video),
a new report from Millward Brown that examines video use and creative response across
screens and the impact for marketers. The study, released today, analyzes multiscreen use
and behavior among more than 13,500 consumers across 42 countries and also includes
learning from parallel copy testing conducted across TV, online video and mobile video
ads. The findings help marketers understand how, where and why people view video, when
consumers are open to advertising and which creative approaches work best on each screen.



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The study found that globally, among multiscreen users ages 16-45, videos are viewed
for more than three hours daily (204 minutes on average). The greatest amount of time
spent daily was in Nigeria with 4.5 hours, with Hungarians reporting the least amount of
time spent at 2.5 hours a day. While half of this video viewing (102 minutes) is on TV,
one-third is now conducted via mobile devices (45 minutes smartphone, 20 minutes tablet),
and the remainder (37 minutes) is viewed on laptops or PCs. While digital presents a
significant advertising opportunity for marketers, receptivity to digital video ads is
much lower (19 percent favorable) than for live TV ads (29 percent favorable).



"While video is now available on myriad screens, applying TV thinking to digital
content and placement is simply not acceptable, and consumers expect more from online
advertisers," said Duncan Southgate, Millward Brown's Global Brand Director for Digital.
"By exploring behaviors and preferences related to screens and advertising, AdReaction
Video provides a roadmap to help marketers build effective media plans and creative
approaches that target the right people in the right context with the right content."



AdReaction Video identified a number of opportunities for marketers to drive video
creative effectiveness and success:



People are receptive to targeting, but don't want to be stalked. AdReaction Video
found that consumers are most receptive to video ads targeted based on their interests (41
percent receptive) or preferred brands (40 percent receptive) and least receptive to ads
based on their web browsing history (25 percent receptive). Even though web browsing
behavior may drive interest-based targeting, this implies that sensitive application of
targeting is likely to work best.



Context matters. With negativity toward video ads on smartphones at 49 percent,
advertisers need to earn the right for attention. Twenty-nine percent of consumers
globally said they were less likely to skip, and pay more attention to, online video ads
that offer rewards, and they were most receptive to skippable and click-to-play ad formats
that provide control over what they see.  


Content is still king. AdReaction Video findings indicate the need to consider digital
early in the creative process, with an eye toward optimization across screens. And while
skippable formats are a creative challenge, they are worth the focus; aim for early
impact.  



Additional key findings from AdReaction include:




- Digital's share of total video minutes is higher (56 percent) among 16-24 year
olds and lower (43 percent) among 35-45 year olds.
- Consumers feel that they have more control over digital ads than TV ads, with the
majority believing the laptop gives them the most control (63 percent). This explains
their irritation by online ad formats which fail to respect this control.
- Skippable pre-rolls (34 percent favorability) and skippable mobile pre-rolls (31
percent) are viewed much more favorably than mobile app pop-ups (14 percent) and
non-skippable pre-rolls (15 percent). The most popular ad format is mobile app reward
videos (49 percent favorable).
- Consumers are slightly more receptive to viewing video ads while at home (28 percent)
vs. while at work (21 percent).


About AdReaction: Video Creative in a Digital World  



For AdReaction: Video Creative in a Digital World, Millward Brown surveyed, via
smartphone or tablet, more than 13,500 16-45 year old multiscreen users across 42
countries. Multiscreen users were defined as people who own, or have access to, a TV and a
smartphone and/or a tablet. We also parallel copy tested 20 TV ads across TV, digital and
mobile platforms in eight countries.



AdReaction studies have been conducted since 2001, delivering insights on consumers'
perceptions of advertising, particularly digital formats.



AdReaction Video addresses key questions facing marketers, including:




- How are videos viewed by screen - and for how long?
- What do people think of video ads by screen?
- How can I create ads that consumers won't skip?


For more detailed findings, please contact your local Millward Brown Office
[http://www.millwardbrown.com/footer/contact ].



About Millward Brown 



Millward Brown is a leading global research agency specializing in advertising
effectiveness, strategic communication, media and brand equity research. Millward Brown
helps clients grow great brands through comprehensive research-based qualitative and
quantitative solutions. Specialist global practices include Millward Brown Digital (a
leader in digital effectiveness and intelligence), Firefly Millward Brown (our global
qualitative network), a Neuroscience Practice (using neuroscience to optimize the value of
traditional research techniques), and Millward Brown Vermeer (a strategy consultancy
helping companies maximize financial returns on brand and marketing investments). Millward
Brown operates in more than 55 countries and is part of Kantar, WPP's data investment
management division. Learn more at http://www.millwardbrown.com.




 
Media Contact: 
Susan Hickey 
+1-212-548-4680 
susan.hickey@millwardbrown.com 


 





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