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

1. VIDEO CREATIVE
IN A DIGITAL WORLD
INTERACT Lisbon 2016

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
Everyone is talking
about Video…
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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
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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 (%)
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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
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7. 7
How do we agree
the best deal with
our consumers…
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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. -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
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10. 11
Getting the creative right
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11. The online video world is very complex
12 #AdReaction @millward_brown
DON’T JUST
COPYAND PASTE
YOUR TVAD

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. 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. Capture attention right from the start
15
GERMANY
AUSTRALIA
AUSTRALIA
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15. Integrate the brand in the first few seconds
16
GERMANY USA
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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. The first frame is key
18
UK
USA
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18. Videos need to be branded with smaller mobile screen sizes in mind
19
GERMANY AUSTRALIA
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19. Keep it short – especially for the young
20
GERMANY AUSTRALIA
USA
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20. 21 #AdReaction @millward_brown

21. Back to the age of the silent movie?
22 #AdReaction @millward_brown

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
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COORDINATE Creative Strategies across Platforms
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23. Thank you!
#AdReaction @millward_brown24
Thank you!