Unruly Future Video Survey - India

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Unruly Future Video Survey: India

• Indian viewers in every age group like seeing ads for products and services they are interested in

• Generation X (67%) and Older Millennials (66%) particularly enjoy seeing relevant ads

Indian consumers are most likely worldwide to like ads

Worldw

ide India

India G

enera

tion Z

India Y

oung

er Mille

nnials

India O

lder M

illenia

ls

India G

enera

tion X

India B

aby B

oomers

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%

0.282

62.20% 0.6350.546

0.661 0.6670.587

When browsing on the Internet, I like seeing ads that are for products or services that I am interested in.

Source: Unruly Future Video Survey September 2016; Total India n=500 (11-17 n=100; 18-24 n=100; 35-49 n=100; 50-69 n=100); WW Total source: Unruly July 2015; n=3200

• Over 70% of Indian viewers like to be in control of video ads (#2 worldwide, after UK)

• Older Millennials (75%), Generation X (78%) and Baby Boomers (74%) particularly want control of the video ads they see

But they want to be in control

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India G

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India Y

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India G

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India B

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oomers

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

0.62171.30% 0.718

0.573

0.746 0.777 0.735

I like to be in control of video adverts (e.g. to control when they start to play, to be able to close, replay, share and in-

teract).


More than a half of Indian viewers are annoyed or put off brands who use forced pre-roll ads

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India G

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oomers

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%

35.40% 28.10% 28.20% 29.20% 27.20% 22.20%34.30%

26.20%27.90% 25.20% 28.10% 27.20% 32.10%

26.50%

How does it make you feel about a brand when you’re forced to watch their ad be-fore the video you’ve clicked on starts to play?

It annoys me that the brand doesn't care about my online experienceIt really puts me off the brand - I don't like being forced to watch ads


• 56% of viewers feel annoyed or put off a brand when they are forced to watch pre-roll ads

• This effect is even more pronounced among Younger Millennials (57%) and Baby Boomers (61%)

• Over 20% of Indian viewers consider videos older than a day too late to share (highest worldwide)

• 64% of Generation X consider videos older than a week too late to share

• 50% of Baby Boomers and 49% of Older Millennials think it’s never too late to share good content

And content gets old fast in India

• 83% of Indian viewers would consider using ad blocking software in the future

• Young Millennials are the most likely to use ad blocking software (85.4%)

Indian audiences are the least likely to consider using ad blocking software

Worldwide India Indonesia Japan Australia UK US76.00%

78.00%

80.00%

82.00%

84.00%

86.00%

88.00%

90.00%

92.00%

94.00%

96.00%

0.926

83.00%

0.879

0.938 0.9380.95

0.898

I would consider using ad blocking software in the future


• Key drivers of ad blocker usage across all age groups are the number of ads (53%) and being shown the same ad over and over (52%)

• Generation Z (44%) and Younger Millennials (44%) are most motivated to use ad blockers because of ads that follow them round the Internet

• Poor quality online video ads are most likely to cause Baby Boomers (32%) and Generation Z (31%) to use ad blocking software

Too many ads and repetition drive ad blocker usage

• Less than a third of all Indian viewers mute video adverts

• Generation Z (36%) and Younger Millennials (38%) are most likely to mute video adverts

• Older Millennials (27%), Generation X (28%) and Baby Boomers (29%) are least likely to mute video adverts

Indians are less likely to mute video ads; however, younger demos want more control

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India G

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oomers

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%0.496

31.30%0.359 0.375

0.272 0.277 0.294

How often do you mute video adverts online?


• Over ¾ of Indian viewers lose trust in brands when their ads feel fake (77%)

• Generation Z (81%) and Generation X (82%) are particularly likely to lose trust in a brand when an ad feels fake

When ads feel fake, Indian viewers lose trust in the brand

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oomers

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

0.762 76.70% 0.806

0.6670.763

0.821 0.821

When an ad feels fake it makes me lose trust in the brand.


• Utility (66%), entertainment (53%) and authenticity (51%) are key requirements for all age groups of Indian viewers

• Generation Z and Millennials most want ads to be useful and entertaining

• Generation X and Baby Boomers most want ads to be useful and authentic

And they are most likely worldwide to want future online video ads to be useful and authentic

• 79% of Indian viewers want ads to embody the values and behaviours of brands

• 89% of Generation X want brands to behave consistently with their advertising messages

Consistency is key; Indian viewers want online videos to embody the values and behaviours of brands

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India G

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oomers

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

100.00%

0.71679.30% 0.748 0.75 0.746

0.8930.824

Advertising should embody the values and behaviors of the brand (a brand should behave in a way which is consistent with its advertising messages – e.g. a brand that talks about the environment needs to be environmentally-friendly)


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Data & Analytics

Unruly Future Video Survey - India