Professional Documents
Culture Documents
IN A DIGITAL WORLD
Global report
Introduction
AdReaction studies have been conducted since 2001, delivering insights on consumers' perceptions of advertising,
particularly digital formats.
AdReaction: Video Creative in a Digital World addresses key questions facing marketers, including:
Contents
Right person How much video are people viewing by
screen, and how does targeting improve their receptivity to ads?
Summary of Findings
To maximize your chances of video creative success, think:
Right person
Beyond TV: multiscreeners spend as much time watching online video (particularly mobile video) as they do watching
TV; begin aligning your media spend towards this.
Targeting matters: interest, category and brand-based targeting make a real difference in your video content being
positively received.
Right context
Assume resistance: many people dont like ads, particularly online, so your video must earn the right for attention.
Embrace control: online video formats that offer rewards or provide control (skippable, click-to-play)
are strongly preferred, so use these where possible.
Right content
Work with the skip: skippable formats are a creative challenge worth focussing on; aim for early impact.
Assume adaptation: consider digital early in the creative process; even great ads can be optimized across channels
AdReaction Video
Survey research was conducted in 42 countries among 13,500+ 16-45 year old Multiscreen users.
Parallel copy testing research (TV vs. online vs. mobile) was conducted for 20 ads in eight countries.
8
30
52
29
MOBILE
21
27
2015
Q: Which of the following did you do yesterday?
6
17
COMPUTER
62
55
TV
2014
2017
Right Person
How much video are people viewing by screen, and
how does targeting improve their receptivity to ads?
Digital screens
are as important
as TV
Half of all video viewing is on TV,
split between Live TV (32%) and
On Demand (18%).
LIVE TV
ON DEMAND
TV
COMPUTER
TABLET
SMART
PHONE
66
1
37
1
37
1
20
1
45
1
32
18
18
10
22
Video viewing
varies by age
80
SMARTPHONE
70
60
TABLET
50
40
COMPUTER
30
ON DEMAND TV
20
10
LIVE TV
0
16-24
25-34
35-45
Global video
viewing habits
are changing
More diverse content is
available any time, any place
and via any device driving
new video viewing behaviors.
Audiences mainly seek out
favorite shows or content, and
increasingly binge view. They
also surf randomly and are often
inspired by social media.
Music videos. I
don't have to be at
home or use a
computer thanks to
availability of
smartphones and
Internet connection.
Nigeria
Im watching more
series. You don't
have to wait for an
episode every
week as it can be
streamed straight
to a tablet or TV
UK
I watch
entertaining
videos, its very
easy to keep track
of what episode
I'm on because of
newer technology.
US
More binge
watching. I prefer
this; then I can use
my time my way
Canada
Five video
viewing
approaches
Factor analysis suggests that
the most common viewing
approaches are favorites and
catch-up viewing. Social,
Random and Live viewing also
happen frequently.
Favorites
53%
Catch-up
Social
Random 31%
Live
30%
11
33%
20%
11%
11%
11%
33%
31%
Q: Which of the following apply to how you
watched video yesterday?
20%
11%
I explored randomly
31%
19%
11%
Attitudes to
targeting can
be positive
Audiences prefer video ad
targeting based on their
interests and the types of
brands they follow.
They are less favorable towards
targeting based on web
browsing history. There is a bit
of contradiction, since browser
history may drive interest-based
targeting.
NEGATIVE
-50
-30
-10
POSITIVE
10
30
50
NET (+ve
minus ve)
-21
41
20
-21
40
19
29
-29
29
-31
29
-2
-32
29
-3
-30
28
-2
-30
26
-4
-25
-35
26
-9
-36
25
-11
-37
25
-12
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.
Ad for a video
game in my pc. It
was good but I felt
a bit stalked by the
tracking.
US
When I was
scrolling through
social media and it
made me feel
annoyed.
UK
Browsing email
last week. Was
handy but
annoying!
Australia
In Amazon. It felt
like someone was
watching me and I
did not like that
Philippines
Getting an ad for
shoes I'd been
browsing them online
the day before. I felt
weird like my privacy
was violated.
Canada
I tweeted
something and an
ad for that came up,
I felt like I had no
privacy as I didn't
hashtag the tweet
or tag anyone
Ireland
This week on
MercadoLibre ... I
felt like something
spied on me.
Colombia
Most video
viewing takes
place at home
All devices are mainly used at
home (and receptivity to ads is
slightly higher at home see
appendix). Computers, Tablets
and Smartphones are also used
at work and a few other diverse
places.
Mobile geo-targeting should not
exclude home viewing without
good reason otherwise a lot of
viewing opportunities will be lost.
LIVE TV
ON DEMAND TV
COMPUTER
TABLET
SMARTPHONE
Home
92
88
83
75
77
Work
19
14
18
School/college/university
Commuting
11
Travelling
12
10
10
11
In a public building
12
12
1.2
1.0
1.5
1.4
1.6
Row Average
Most people
view online
alone but TV is
more social
Separate correlation analysis
suggests that social viewing
can increase advertising
receptivity.
LIVE TV
ON DEMAND TV
COMPUTER
TABLET
SMARTPHONE
On my own
37
47
63
62
66
51
38
24
23
21
Larger group
15
Row Average
Right Context
What do people think of video ads and how
does this vary by screen and format?
16
Video ad
receptivity is
higher for TV
than digital
screens
Many people still do not like
digital video ads, so the
industry has work to do.
People are more receptive to
ads on TV in all countries
globally, except for Philippines
and Poland where favorability
is equal.
Q: How would you characterize your attitude
towards the following formats of online video
advertising?
17
NEGATIVE
-100
Live TV
-80
-60
-40
-20
-33
POSITIVE
0
20
29
40
NET (+ve
minus ve)
-4
On Demand TV
-44
21
-23
Computer
-45
20
-25
Tablet
-45
19
-26
-49
19
-30
Smartphone
Control is the
main driver of
ad receptivity
Philippines
50
Ad Receptivity
Nigeria
40
Kenya
Saudi Arabia
Malaysia
India
Thailand
Taiwan
Turkey South Korea
Brazil
Hong Kong
30
Canada (French)
Ireland Japan
South Africa
Australia
Colombia
UK
US
Italy
Canada (English)
Vietnam
Finland New Zealand
Argentina
20
France
Denmark
Netherlands
10
Poland
Sweden
China
Mexico
Greece
Spain
Germany
Norway
Hungary
Slovakia
Russia
Czech Republic
30
40
50
Control
60
Indonesia
TV gets away
with less
control over
ads due to
familiarity
Audiences feel most in control
of their ad exposure on
computers.
Lower control over ads on Live
TV does not damage ad
receptivity (presumably due to
acceptance of status quo).
LIVE TV
ON DEMAND TV
COMPUTER
TABLET
SMARTPHONE
VIDEO ADVERTISING
(% favorable)
29
21
20
19
19
44
53
63
59
59
Acceptance
of status
quo
19
Row Average
Given importance
of control, it
makes sense that
skippable video
formats are
preferred
Beyond rewards-based ads,
audiences prefer formats that
give them some control of their
viewing, like skippable & clickto-play.
NEGATIVE
-100
-40
-20
20
-23
49
-33
Skippable pre-roll
Social click-to-play
34
-29
In-banner click-to-play
-34
28
-60
-55
-61
+26
+1
-6
31
-51
NET (+ve
minus ve)
+2
-37
Social auto-play
40
31
In-banner auto-play
20
-60
Pre-roll
-80
POSITIVE
18
-6
-33
15
-45
15
-40
14
-47
People are
more receptive
to branded
videos that are
not advertising
While they may be of more niche
appeal, tutorial videos are very
popular. Review videos may mean
giving up some control over
content, but are also well received.
The implication is that brands need
a broader video content strategy
beyond paid online video.
NEGATIVE
-70
-50
-30
POSITIVE
-10
10
30
Tutorial videos
-9
64
-14
55
-13
52
50
70
NET (+ve
minus ve)
55
41
39
Shopping videos
-18
42
25
-18
42
24
Website videos
-16
41
24
Right Content
How can marketers optimize video ads across
screens and avoid having viewers skip them?
22
37%
30%
29%
29%
28%
25%
24%
23%
19%
17%
17%
14%
23
13%
10%
8%
See appendix for list of countries where humor is not the primary reason.
Q: Sometimes video ads are shown online and you have the option to skip. What makes you less likely to skip and more likely to pay attention to an ad?
24
BRAZIL
UK
25
70
Viewer share (%)
80
60
50
40
30
20
10
0
0
10
20
30
40
50
Duration of ad (seconds)
26
60
70
80
Focus on skip
resistance
GERMANY
AUSTRALIA
Increase consumer
engagement by capturing
attention in the first few
seconds.
AUSTRALIA
27
And maximize
viewing
opportunities
This ad was loved; but too
many would miss it in a
skippable format because
the first few seconds were
not gripping enough.
28
BRAZIL
GERMANY
Integrate the
brand in the
first few
seconds
Unlike ads on TV, if you
dont feature the brand
within the first few seconds
of digital video, youve lost
the opportunity to impact
approximately half of your
audience.
29
USA
80
70
Viewer share (%)
60
50
40
30
20
10
0
0
10
20
30
40
Duration of ad (seconds)
30
50
60
70
80
Getting the
click
For Facebook click-to-play,
the initial frame and the
introductory text is crucial: it
needs to be creatively
engaging.
31
UK
USA
GERMANY
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.
32
AUSTRALIA
Consider
length
GERMANY
AUSTRALIA
33
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.
34
USA
35
CREATIVELY
ENGAGE
TAILOR
capture attention
36
Ad receptivity is
related to
effectiveness, but
they are not the
same thing
High receptivity makes the
advertisers task easier, but
overall effectiveness (the sum of
content effects across multiple
contexts) still needs to be
measured for individual
campaigns.
BRAND
IMPACT
EFFECTIVENESS
Stated assessments of
receptivity are also unable to
account for factors such as
levels of clutter, specific
placements, etc.
37
People
REACH
Context
ADVERTISING
RECEPTIVITY
Content
CREATIVE
EFFECTIVENESS
Millward Brown
effectiveness learning
shows that video on
different channels has
different roles
Engagement
(Awareness)
Associations
(Message)
Motivation
(Purchase Intent)
TV
COMPUTER
MOBILE
More detailed
AdReaction
Video data
Free country level data can
be found on the AdReaction
Video website.
For more detailed local
country reports with
analysis and insights,
please contact your local
Millward Brown office.
39
Further reading
40
VIDEO CREATIVE
IN A DIGITAL WORLD
Appendix
Appendix contents
Supplementary content
1.
2.
3.
4.
5.
Background
1. Video viewing device definitions
2. Methodological details
3. Smartphone penetration by country
42
Video viewing
varies by
country (1 of 2)
Digitals share of viewing is as
high as 66% in Vietnam and
65% in Hong Kong.
Share (%)
LIVE TV
Global
ON DEMAND TV
32
Nigeria
18
39
Colombia
Thailand
Vietnam
China
41
14
20
Taiwan
29
Brazil
Mexico
Hong Kong
17
34
South Africa
20
32
France
Canada
* On Demand TV not asked in Thailand
43
Ireland
12
32
24
30
30
25
16
9
16
14
32
17
13
229
11
13
228
224
32
19
49
UK
10
25
236
24
18
17
237
26
10
19
240
27
8
18
39
240
24
31
20
15
21
14
17
240
26
11
21
30
Argentina
11
16
241
30
15
23
18
Indonesia
Saudi Arabia
22
243
24
10
22
23
Kenya
16
12
32
243
32
20
248
30
13
18
40
256
26
12
21
20
259
28
13
17
18
Phillipines
24
272
26
Total Min
204
22
16
15
SMART
PHONE
10
16
17
23
TABLET
18
10
31
Malaysia
COMPUTER
15
215
15
214
15
212
17
212
19
212
Video viewing
varies by
country (2 of 2)
TVs share of viewing is highest
in Japan (67%) and the US
(64%). Japan is mainly still Live
TV, whereas On Demand leads
in the U.S.
Share (%)
LIVE TV
Global
ON DEMAND TV
32
India
Australia
31
Spain
Sweden
Poland
43
Slovakia
44
15
Germany
43
15
South Korea
30
24
Netherlands
Denmark
12
29
Greece
10
32
15
18
18
172
166
14
165
164
17
5
11
176
174
23
21
176
19
7
9
182
178
16
10
182
180
30
17
22
15
16
17
16
40
193
8
7
14
194
18
18
18
50
197
20
16
19
45
Japan
Hungary
22
27
197
18
22
8
24
37
18
18
17
38
Italy
202
11
23
29
24
18
20
10
19
26
207
25
25
8
23
8
10
11
204
19
37
22
9
15
11
Total Min
12
21
34
37
Czech Republic
44
15
23
12
19
Finland
26
SMART
PHONE
24
10
14
32
Russia
Norway
19
43
Turkey
10
22
33
29
New Zealand
TABLET
18
11
31
Romania
18
35
US
COMPUTER
15
17
11
19
19
160
160
158
152
145
Approaches are
similar across
devices
Video viewing is mainly about
entertainment and relaxation,
regardless of device. All
mindsets can apply to all
devices.
Live TV is more about
relaxation and just passing the
time to avoid boredom.
Video on computers is more
often searching for information
or education
Lean forward/active
LIVE TV
ON DEMAND TV
COMPUTER
TABLET
SMARTPHONE
20
14
25
20
20
28
17
34
26
29
I was focused
12
11
15
13
11
11
11
13
12
13
56
49
58
45
51
40
30
43
32
38
14
12
16
12
12
I was relaxed
48
37
42
34
35
41
30
36
29
35
I was bored
31
26
28
25
29
Row Average
Global
Video ad
receptivity
varies by
country (1 of 2)
22
Phillipines
57
Nigeria
45
Kenya
37
Saudi Arabia
35
India
34
Brazil
31
Malaysia
30
Taiwan
30
South Korea
28
Turkey
28
Indonesia
27
Hong Kong
27
Thailand
24
Romania
24
Colombia
24
Mexico
24
Ireland
24
Japan
23
South Africa
22
Australia
21
0
46
10
20
30
40
50
60
70
Video ad
receptivity
varies by
country (2 of 2)
North American and
European countries are the
least receptive to video
ads, while receptivity is also
low in China.
Global
Italy
UK
Canada
US
New Zealand
Vietnam
Argentina
Finland
France
Greece
Denmark
Spain
Germany
Netherlands
Norway
Hungary
Sweden
China
Poland
Slovakia
Russia
Czech Republic
22
20
20
20
19
19
18
18
18
17
15
14
13
13
13
12
11
11
10
10
9
8
7
0
47
10
15
20
25
Receptivity by
location
NEGATIVE
-45
At home
-37
15
35
NET (+ve
minus ve)
28
-9
-32
27
-5
-32
27
-5
Travelling
-34
26
-8
Commuting
-35
25
-10
24
-15
48
-5
Public building
-25
POSITIVE
At work
-39
-33
-41
22
-11
21
-20
SOMETHING INTRIGUING
HAPPENS
GIVES ME SOMETHING IN
RETURN
Taiwan
Hong Kong
South Korea
Thailand
Mexico
Italy
Sweden
Germany
Finland
Philippines
Japan
Argentina
Methodology
Both the video viewing
survey and the copy testing
research used cutting-edge
survey sampling
approaches to generate
robust and reliable insights.
Sample definition: 16-45 year-old multiscreen consumers (people who own or have
access to both a TV and either a smartphone or a tablet)
50
Number of ads: 20
Survey
definitions
This study relies on participants
interpretation of our survey
questions.
On Demand TV viewing is a
rapidly evolving space, still
unfamiliar to many people.
Although our On Demand TV
viewing questions were only
asked of people with access to
a Television connected to the
Internet, it is possible that On
Demand TV figures may be
overstated and may contain
some Live TV viewing.
51
DEVICE /
VIEWING TYPE
SURVEY
WORDING
INTENDED
INTERPRETATION
POTENTIAL
INTERPRETATION
Live TV
Watch live
television
All TV viewing
On Demand
TV
Watch video
on demand on
a TV
On demand
services on TV
or DVR
viewing
Computer
Watch video
content on a
laptop or PC
Tablet
Watch video
content on a
tablet
Smartphone
Watch video
content on a
smartphone
Smartphone
penetration by
country
AdReactions sample of 1645 year-old multiscreen
consumers is an advanced
sub-group of the overall
population.
This penetration data from
Google helps put our sample
in context. Smartphone users
are relatively mainstream in
countries such as UK but still
a more niche target in other
countries such as Brazil.
52
VIDEO CREATIVE
IN A DIGITAL WORLD
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