Global researchers Millward Brown have released the 2015 AdReaction study, this time looking at the subject of Video Creative in a Digital World. Questions posed to consumers included how videos are viewed by screen and for how long; what people think of video ads by screen, and how to create ads consumers won’t skip.
In short, the company says, the distilled takeouts from the survey are to look beyond TV as “multiscreeners spend as much time watching online video (particularly mobile video) as they do watching TV; begin aligning your media spend towards this”.
The research found that targeting matters, and that “interest, category and brand-based targeting make a real difference in your video content being positively received”.
It’s also important to “assume resistance” as “many people don’t like ads, particularly online, so your video must earn the right for attention”.
Online video advertisers need to embrace control. “Online video formats that offer rewards or provide control (skippable, click-to-play) are strongly preferred, so use these where possible.
Advertisers have to aim for early impact as “ skippable formats are a creative challenge worth focusing on”.
Finally, it is important to “consider digital early in the creative process; even great ads can be optimised across channels”.
The survey’s research was conducted in 42 countries among 13 500+ 16-45 year old multiscreen users.
Interestingly, receptivity to video ad receptivity was highest in consumers from countries in Asia, Africa and Middle East. Countries in Latin America are also generally quite positive about video ads.
The full report can be downloaded here. But here are a selection of interesting slides.
Just three European countries (Turkey, Romania and Ireland) are in the top 20 most receptive countries.
Also, video ad receptivity was higher for TV than digital screens. “Many people still do not like digital video ads, so the industry has work to do,” the Millward Brown study found.
“People are more receptive to ads on TV in all countries globally, except for Philippines and Poland where favourability is equal.”
Smartphones are the primary device for multiscreeners ages 16 – 24 to view video, but this group also watches a lot of video on TV and PCs. Audiences 25+ favor Live TV over On Demand TV and digital devices.
Separate correlation analysis suggests that social viewing can increase advertising receptivity. Advertisers should respect the “private” mindset which online video viewing creates; targeting “social” digital viewing moments is challenging, but worthwhile.
Attitudes toward targeting are less positive when it feels like stalking. This implies that advertisers need to be careful of being too clever or invasive with targeting approaches. Relevant is good. Spooky is too much.
