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VIDEO CREATIVEIN A DIGITAL WORLD
#AdReaction @MillwardBrownRO /MillwardBrownRomania
#AdReaction
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#AdReaction
AdReaction Video:42 countries (19 in Europe), 13,000+ Multiscreen Users
Multiscreen users = 16 – 45 y.o who own, or have access to, (1) a TV and (2) a smartphone and/or tablet. Romania sample size = 300 respondents
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#AdReaction
Three Trends to Disrupt Communication
as We Know
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1. Mobility
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Share of total screen minutes bears no relation to media spend
Daily Screen Share (%) Minutes Romania media spend
2015f 2018f
83 79
16 162 5
6Q: Which of the following did you do yesterday?
2015
24
27
49
Source: Mindshare This Year Next Year report/GroupM, 2015
MOBILE (Smartphone + Tablet)
TV
COMPUTER
Mobile media spend, although projected to increase within 3 years time, significantly trails share of screen time.
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2. Control
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Control is the main driver of ad receptivityA
d re
cept
ivity
Control European countries
30 40 50 60
10
20
30
40
50
Logit Transformed r2=0.55; r=0.74 (95% Confidence Band)
France
Poland
Czech Republic
NetherlandsDenmark
SwedenChina
Canada (French)Australia
Finland New Zealand
UK (English)Canada
Germany
HungaryNorway
Slovakia
Russia
SpainGreece
ArgentinaVietnam
USSouth Africa
Ireland JapanColombia
Italy
TurkeyHong Kong
KenyaSaudi Arabia
IndiaTaiwan
South Korea
ThailandMalaysia
Brazil
Mexico
Nigeria
Philippines
IndonesiaRomania
Romania
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Given importance of control, it makes sense that skippable video formats are preferred
-100 -80 -60 -40 -20 0 20 40
-15
-26
-14
-29
-33
-35
-51
-50
-55
62
50
49
42
41
32
26
24
21
NEGATIVE POSITIVE
NET (+ve minus –ve)
Mobile app reward
Skippable pre-roll
Social click-to-play
Skippable mobile pop-up
In-banner click-to-play
Social auto-play
Pre-roll
In-banner auto-play
Mobile app pop-up
+47
+24
+35
+13
+8
-3
-25
-26
-34
Q: How would you characterize your attitude towards the following formats of online video advertising?
Global
(+26)
(+1)
(+2)
(-6)
(-6)
(-33)
(-45)
(-40)
(-47)
()Global average
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People are more receptive to branded videos that are not advertising
Q: Beyond advertising, how would you characterize your attitude towards the following formats of online video?
-70 -50 -30 -10 10 30 50 70
-6
-8
-11
-10
-7
-12
71
66
61
59
51
50
NEGATIVE POSITIVENET (+ve
minus –ve)
Tutorial videos
Expert review videos
User review videos
Shopping videos
Website videos
Online celebrity videos
65
58
50
49
44
38
Global
(55)
(41)
(39)
(25)
(24)
(24)
()Global average
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3. Adblockalipse
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Adblockalypse now!
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How can marketers optimize video ads across screens and avoid having viewers skip them?
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Beware the cliff
Even with highly engaging ads, many skip away as soon as they can.
View
er s
hare
(%)
Duration of ad (seconds)
Video Playback Behavior
0 10 20 30 40 50 60 70 80
100
90
80
70
60
50
40
30
20
10
0
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Focus on skip resistance…
Increase consumer engagement by capturing attention in the first few seconds.
IGA and Nestlé ads had better audience retention because of their strong content in the first few seconds of the ad.
AUSTRALIA
AUSTRALIA
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And maximize viewing opportunitiesThis ad was loved; but too many would miss it in a skippable format because the first few seconds were not gripping enough.
BRAZIL
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Consider length and integrate the brand in the first few seconds
Shorter ads are more likely to keep people to the end.
Unlike ads on TV, if you don’t feature the brand within the first few seconds of digital video, you’ve lost the opportunity to impact half of your audience. This Maggi ad is a good example of immediate branding.
GERMANY
USA
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The click-to-play challenge
If given a choice, most consumers don’t click-to-play.
View
er s
hare
(%)
Duration of ad (seconds)
Video Playback BehaviorFacebook click-to-play
0 10 20 30 40 50 60 70 80
100
90
80
70
60
50
40
30
20
10
0
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Getting the click
For click-to-play, the initial frame and the introductory text is crucial: it needs to be creatively engaging.
This is a good example.
USA
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Size matters
If the ad is likely to be seen on a mobile device, keep screen size in mind.
Small details may be lost. For example, the brand needs to be clearly visible, as in this Vanish Gold ad.
This Selleys ad works well on TV and online; but if it were to be shown on mobile, the brand might be lost.
GERMANY
AUSTRALIA
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Tailor to the context
This ad performed very well on digital formats; but when we tested it in a TV context, appreciation was not so strong.
USA
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VIDEO CREATIVEIN A DIGITAL WORLD
Thank you!
#AdReaction @MillwardBrownRO /MillwardBrownRomania [email protected]
