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VIDEO CREATIVE
IN A DIGITAL WORLD
INTERACT Lisbon 2016
AdReaction: Video Creative in a Digital World
2
Survey research was conducted in 42 countries (19 countries in Europe) amo...
3
Everyone is talking
about Video…
#AdReaction @millward_brown
We are certainly all doing it!
4
Video viewing time
– all screens
3 ½ hours daily consumption
3 hours of daily consumption...
Video views are truly cross device…
5
GLOBAL
EUROPE
32 18 18 10 22
34 19 19 9 19
Around 50% of
all video viewing
on a digi...
But brands are struggling to cross the device.
6
-46
-57
-57
-57
-61
21
14
14
13
13
-100 -80 -60 -40 -20 0 20 40
NEGATIVE ...
7
How do we agree
the best deal with
our consumers…
#AdReaction @millward_brown
A greater feeling of control leads to better receptivity
8
Logit Transformed r2=0.55; r=0.74 (95% Confidence Band)
AdRecep...
-29
-41
-39
-47
-42
-60
-67
-68
-63
47
29
25
25
23
14
12
11
10
-100 -80 -60 -40 -20 0 20 40
Greater “control” formats are ...
11
Getting the creative right
#AdReaction @millward_brown11
The online video world is very complex
12 #AdReaction @millward_brown
DON’T JUST
COPYAND PASTE
YOUR TVAD
Beware of the cliff…
13
Viewershare(%)
Duration of ad (seconds)
Video playback behaviour
0 10 20 30 40 50 60 70 80
100
90
...
How can you delay the skip?
14
36
29
27
26
26
24
21
20
16
15
%
It is funny or humorous
It's for a category that I'm intere...
Capture attention right from the start
15
GERMANY
AUSTRALIA
AUSTRALIA
#AdReaction @millward_brown
Integrate the brand in the first few seconds
16
GERMANY USA
#AdReaction @millward_brown
Be mindful of the click-to-play challenge…
17
Viewershare(%)
Duration of ad (seconds)
Video playback behaviour
0 10 20 30 ...
The first frame is key
18
UK
USA
#AdReaction @millward_brown
Videos need to be branded with smaller mobile screen sizes in mind
19
GERMANY AUSTRALIA
#AdReaction @millward_brown
Keep it short – especially for the young
20
GERMANY AUSTRALIA
USA
#AdReaction @millward_brown
21 #AdReaction @millward_brown
Back to the age of the silent movie?
22 #AdReaction @millward_brown
To maximize your chances of video creative success, think:
Right
Content
Right
Context
Right
Person
Beyond TV
Targeting ma...
Thank you!
#AdReaction @millward_brown24
Thank you!
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INT2016 - Millward & Brown - Ariane Langsfeld - Video Creative in A digital world

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Interact 2016 - Millward & Brown - Ariane Langsfeld - Video Creative in A digital world

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INT2016 - Millward & Brown - Ariane Langsfeld - Video Creative in A digital world

  1. 1. VIDEO CREATIVE IN A DIGITAL WORLD INTERACT Lisbon 2016
  2. 2. AdReaction: Video Creative in a Digital World 2 Survey research was conducted in 42 countries (19 countries in Europe) 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. www.millwardbrown.com/adreaction #AdReaction @millward_brown
  3. 3. 3 Everyone is talking about Video… #AdReaction @millward_brown
  4. 4. We are certainly all doing it! 4 Video viewing time – all screens 3 ½ hours daily consumption 3 hours of daily consumption GLOBAL EUROPE #AdReaction @millward_brown
  5. 5. Video views are truly cross device… 5 GLOBAL EUROPE 32 18 18 10 22 34 19 19 9 19 Around 50% of all video viewing on a digital device Live TV On Demand TV Laptop Tablet Smartphone Share minutes (%) #AdReaction @millward_brown
  6. 6. But brands are struggling to cross the device. 6 -46 -57 -57 -57 -61 21 14 14 13 13 -100 -80 -60 -40 -20 0 20 40 NEGATIVE % POSITIVE % Live TV On Demand TV Laptop Tablet Smartphone NET (+ve minus –ve) -25 -43 -43 -44 -48 Video advertising receptivity Europe #AdReaction @millward_brown
  7. 7. 7 How do we agree the best deal with our consumers… #AdReaction @millward_brown
  8. 8. A greater feeling of control leads to better receptivity 8 Logit Transformed r2=0.55; r=0.74 (95% Confidence Band) AdReceptivity Control 30 40 50 60 10 20 30 40 50 France Poland Czech Republic Netherlands Denmark Sweden China Canada (French) Australia Finland New Zealand UK (English)Canada Germany Hungary Norway Slovakia Russia Spain Greece Argentina Vietnam US South Africa Ireland Japan Colombia Italy Turkey Hong Kong Kenya Saudi Arabia India Taiwan South Korea Thailand Malaysia Brazil Mexico Nigeria Philippines Indonesia European countries #AdReaction @millward_brown
  9. 9. -29 -41 -39 -47 -42 -60 -67 -68 -63 47 29 25 25 23 14 12 11 10 -100 -80 -60 -40 -20 0 20 40 Greater “control” formats are viewed more positively 9 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 Mobile app pop-up In-banner auto-play +18 -12 -14 -22 -19 -46 -55 -57 -53 Video format receptivity Europe #AdReaction @millward_brown
  10. 10. 11 Getting the creative right #AdReaction @millward_brown11
  11. 11. The online video world is very complex 12 #AdReaction @millward_brown DON’T JUST COPYAND PASTE YOUR TVAD
  12. 12. Beware of the cliff… 13 Viewershare(%) Duration of ad (seconds) Video playback behaviour 0 10 20 30 40 50 60 70 80 100 90 80 70 60 50 40 30 20 10 0 Pattern for YouTube skippable pre-roll and Facebook auto-play #AdReaction @millward_brown
  13. 13. How can you delay the skip? 14 36 29 27 26 26 24 21 20 16 15 % It is funny or humorous It's for a category that I'm interested in Gives me something in return (coupon, reward points) It's for a brand that I'm interested in Something intriguing happens in the first few seconds Features music that is appealing to me Is visually appealing or has great design Contains a person or a character that I'm interested in Is something I haven't seen before Is something I've seen before and liked Reasons not to skip Europe #AdReaction @millward_brown
  14. 14. Capture attention right from the start 15 GERMANY AUSTRALIA AUSTRALIA #AdReaction @millward_brown
  15. 15. Integrate the brand in the first few seconds 16 GERMANY USA #AdReaction @millward_brown
  16. 16. Be mindful of the click-to-play challenge… 17 Viewershare(%) Duration of ad (seconds) Video playback behaviour 0 10 20 30 40 50 60 70 80 100 90 80 70 60 50 40 30 20 10 0 Facebook click-to-play #AdReaction @millward_brown
  17. 17. The first frame is key 18 UK USA #AdReaction @millward_brown
  18. 18. Videos need to be branded with smaller mobile screen sizes in mind 19 GERMANY AUSTRALIA #AdReaction @millward_brown
  19. 19. Keep it short – especially for the young 20 GERMANY AUSTRALIA USA #AdReaction @millward_brown
  20. 20. 21 #AdReaction @millward_brown
  21. 21. Back to the age of the silent movie? 22 #AdReaction @millward_brown
  22. 22. To maximize your chances of video creative success, think: Right Content Right Context Right Person Beyond TV Targeting matters Assume resistance Embrace control Work with the skip Assume adaptation #AdReaction @millward_brown COORDINATE Creative Strategies across Platforms #AdReaction @millward_brown23
  23. 23. Thank you! #AdReaction @millward_brown24 Thank you!

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