These are some of the main conclusions of the study “AdReaction: Video Creative in a Digital World” presented by Millward Brown, which examines the consumption of multiscreen video of more than 13 thousand users in 42 countries and explores the opportunities for marketing departments. Other conclusions highlight that the time spent watching digital video coincide with the time spent watching television, but the low receptivity of digital ads entails greater creative and adaptation challenges at the time of viewing by users.
Another conclusion is that, worldwide, multiscreen users between the ages of 16 and 45 spend more than three hours a day (204 minutes on average) watching videos. The one with the most Nigeria, with 4.5 hours and the one with the least Hungary with an average of 2.5 hours a day. Regarding devices, more than 50% occurs on television, a third is done Argentina phone numbers list through mobile devices (45 minutes on smartphones and 20 on tablets), and the rest (37 minutes) from laptops. Currently the digital channel represents an important advertising opportunity for companies, but the receptivity of digital video ads is much lower (19% favorable) than for television ads (29% favorable).
“Keeping television tactics applied to digital content is simply unacceptable as consumers expect more from online advertisers,” said Duncan Southgate, Global Brand Director, Millward Brown Digital. “By exploring display and advertising-related behaviors and preferences, the AdReaction study provides guidance to help marketing departments build effective media plans and creative approaches targeting the right people in the right context with the right content.”
People are receptive to targeting, but they don’t want to be harassed. AdReaction Video found that consumers are more receptive to specific video ads based on their interests (41%) or preferred brands (40%) and less receptive to ads based on their web browsing history (25%). Although web browsing behavior can lead to an interest-based target audience, what is significant is that sensitively targeted content tends to perform better.
Context matters. With a 49% disinterest in video ads on smart phones, advertisers have to gain the audience’s attention. 29% of consumers indicated that they were more likely to pay attention to online video ads that offer rewards. They are also more receptive to ad formats that allow jumping and click-to-play since they provide control over what they see.
Content is still king. AdReaction Video’s findings indicate the need to consider digital media early within the creative process, with an eye toward multiscreen optimization. And while formats that allow you to skip or skip the same ad are a creative challenge, they are worth it.
Other key findings
The total number of minutes dedicated to Digital is higher (56%) among users aged 16 to 24 and lower (43%) among those aged 35 to 45. Consumers feel they have more control over digital ads than TV ads, with a majority believing they have more control over the laptop (63%).
Avoidable pre-video ads (Pre-roll) have a 34% positive response, while Pre-roll ads on mobile, with 31%, are considered much more favorable than pop-ups from mobile applications (14%) and pre-rolls that cannot be skipped (15%). The most popular ad format is mobile application videos that reward viewing (App Reward Video) with a 49% favorable response.