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Multiscreen users less receptive to digital ads

Multiscreen users spend the same amount of time viewing video on TV as they do on digital platforms, yet remain less receptive to digital ads, according to a report from Millward Brown that examines video use and creative response across screens and the impact for marketers.

The study analysed multiscreen use and behaviour among more than 13,500 consumers across 42 countries and also included learning from parallel copy testing conducted across TV, online video and mobile video ads.

The study found that globally, among multiscreen users ages 16-45, videos are viewed for more than three hours daily (204 minutes on average). The greatest amount of time spent daily was in Nigeria with 4.5 hours, with Hungarians reporting the least amount of time spent at 2.5 hours a day. While half of this video viewing (102 minutes) is on TV, one-third is now conducted via mobile devices (45 minutes smartphone, 20 minutes tablet), and the remainder (37 minutes) is viewed on laptops or PCs. While digital presents a significant advertising opportunity for marketers, receptivity to digital video ads is much lower (19 per cent favourable) than for live TV ads (29 per cent favourable).

“While video is now available on myriad screens, applying TV thinking to digital content and placement is simply not acceptable, and consumers expect more from online advertisers,” said Duncan Southgate, Millward Brown’s Global Brand Director for Digital. “By exploring behaviours and preferences related to screens and advertising, AdReaction Video provides a roadmap to help marketers build effective media plans and creative approaches that target the right people in the right context with the right content.”

AdReaction Video identified a number of opportunities for marketers to drive video creative effectiveness and success:

People are receptive to targeting, but don’t want to be stalked. AdReaction Video found that consumers are most receptive to video ads targeted based on their interests (41 per cent receptive) or preferred brands (40 per cent receptive) and least receptive to ads based on their web browsing history (25 per cent receptive). Even though web browsing behaviour may drive interest-based targeting, this implies that sensitive application of targeting is likely to work best.

Context matters. With negativity toward video ads on smartphones at 49 percent, advertisers need to earn the right for attention. Twenty-nine percent of consumers globally said they were less likely to skip, and pay more attention to, online video ads that offer rewards, and they were most receptive to skippable and click-to-play ad formats that provide control over what they see.

Content is still king. AdReaction Video findings indicate the need to consider digital early in the creative process, with an eye toward optimisation across screens. And while skippable formats are a creative challenge, they are worth the focus; aim for early impact.

Additional key findings from AdReaction include:

  • Digital’s share of total video minutes is higher (56 per cent) among 16-24 year olds and lower (43 per cent) among 35-45 year olds.
  • Consumers feel that they have more control over digital ads than TV ads, with the majority believing the laptop gives them the most control (63 per cent). This explains their irritation by online ad formats which fail to respect this control.
  • Skippable pre-rolls (34 per cent favourability) and skippable mobile pre-rolls (31 per cent) are viewed much more favourably than mobile app pop-ups (14 per cent) and non-skippable pre-rolls (15 per cent). The most popular ad format is mobile app reward videos (49 per cent favourable).
  • Consumers are slightly more receptive to viewing video ads while at home (28 percent) vs. while at work (21 per cent).

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