Millward Brown's AdReaction Video explores how, where and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We interviewed over 13,500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone of tablet). We also tested 20 TV as in 8 countries across TV, digital and mobile platforms.
http://www.millwardbrown.com/adreaction/video/
AdReaction Gen X, Y and Z - Engaging across generationsKantar
A new AdReaction study from Kantar Millward Brown, reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.
The slides from the ‘Winning with video in a multiscreen world’ webinar presented on BrightTalk on the 1st March 2017. In this webinar Daren Poole and Leila Buckley share the 5 steps to winning with multi-screen video, drawing on learnings from case studies, cognitive neuroscience and extensive research and development work conducted to launch the new Link for Video solution. To watch a recording of the webinar please use this link: https://www.brighttalk.com/webcast/9623/244837
Is It The Death Or Rebirth Of Digital Advertising?Kantar
Digital Ad spend has been growing steadily across the globe and in some markets now outpaces TV spend.
With this rise in spend we have also seen a steady increase in the formats and technology available to advertisers.
But are we as an industry forgetting who is at the heart of all these efforts? Are we in danger of losing consumer interest/ receptivity once and for all?
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
Millward Brown Egypt - Creating Impact in Today's Media LandscapeKantar
#Gettingmediaright by addressing the challenges in modern media optimization. Andrzej looks at changes in the media landscape and how to ensure you use the right touchpoints and creative to engage consumers and deliver your brand objectives. Based on real examples, Andrzej discusses the proportion of media spend that should be put behind various marketing activities, the challenges of how to connect plans across media silos, and how to reduce and make sense of digital data complexity to tell a coherent, consistent, and connected multimedia story.
Andrzej Suski, Head of Media & Digital, Millward Brown
AdReaction Gen X, Y and Z - Engaging across generationsKantar
A new AdReaction study from Kantar Millward Brown, reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.
The slides from the ‘Winning with video in a multiscreen world’ webinar presented on BrightTalk on the 1st March 2017. In this webinar Daren Poole and Leila Buckley share the 5 steps to winning with multi-screen video, drawing on learnings from case studies, cognitive neuroscience and extensive research and development work conducted to launch the new Link for Video solution. To watch a recording of the webinar please use this link: https://www.brighttalk.com/webcast/9623/244837
Is It The Death Or Rebirth Of Digital Advertising?Kantar
Digital Ad spend has been growing steadily across the globe and in some markets now outpaces TV spend.
With this rise in spend we have also seen a steady increase in the formats and technology available to advertisers.
But are we as an industry forgetting who is at the heart of all these efforts? Are we in danger of losing consumer interest/ receptivity once and for all?
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
Millward Brown Egypt - Creating Impact in Today's Media LandscapeKantar
#Gettingmediaright by addressing the challenges in modern media optimization. Andrzej looks at changes in the media landscape and how to ensure you use the right touchpoints and creative to engage consumers and deliver your brand objectives. Based on real examples, Andrzej discusses the proportion of media spend that should be put behind various marketing activities, the challenges of how to connect plans across media silos, and how to reduce and make sense of digital data complexity to tell a coherent, consistent, and connected multimedia story.
Andrzej Suski, Head of Media & Digital, Millward Brown
The presentation explores how advertising works on the different screens and why (which qualities of mobile video advertising are most important in breaking through to audiences and how the differential impact of creative length and screen size variables drive advertising effectiveness). The study analyses multiscreen use and behaviour among more than 13,500 consumers, interviewed by smartphone or tablet across 42 countries, and includes learning from parallel copy testing conducted across TV, online video and mobile video ads. The overall conclusion is marketers cannot simply assume that the device used is a good surrogate for media context, and that different ad formats definitely demand different creative approaches.
Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
Consumers are in charge, and brands are in charge of ensuring they remain front and center along the consumer journey. To do that, they must understand the touchpoints that matter, enhance the targeting triple play, and ensure that the process is working properly. This requires understanding and quantifying consumer behavior. Thankfully, consumers in charge also means that consumers reveal a great deal—if you know where to look and don’t shy away from big data. This presentation looks across industries to reveal key tenets for how to make marketing remarkable.
Opportunities in the Age of Innovation - MobileGreg Stuart
Presentation given in Israel to http://www.adtechsummit.com/ on Feb 11 2014. Suggesting there is a huge opportunity for startups and founders like we've never seen.
Focus here is on how we are 1) living in the Age of Innovation, 2) Marketing & Media industries are in Chaos, & 3) Mobile is where the opportunities exist.
Digital Australia Monthly Update Session - February 2014Damus Chu
Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
With brand safety top of mind for every marketer, Fullscreen takes a look at the history of protecting a brand's image and how marketers can best achieve brand safety in today's digital ecosystem.
Want to make 2014 a great year for your brand and business? Here are the 10 trends we at Jack Morton believe will make a difference for brands in the year to come. From the obvious social media marketing tactics to the not so obvious (the next iPhone that's not an iPhone), we share our POV on the things we think will matter to marketers in 2014.
How Technology And New Platforms Are Changing Brand CommunicationsKantar
Good ads have 3 key metrics: interaction, communication and persuasion. Personal communication is becoming easier and more popular with the help of technology and Big Data. Problem- solving ads are the important part of brand communication.
How we are driving more brand spend into digital, focusing on the growth of programmatic as an industry through automation and how we can respond to these changes in the market with solutions.
Automation Technologies are key to growth for brands. We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online.
The presentation explores how advertising works on the different screens and why (which qualities of mobile video advertising are most important in breaking through to audiences and how the differential impact of creative length and screen size variables drive advertising effectiveness). The study analyses multiscreen use and behaviour among more than 13,500 consumers, interviewed by smartphone or tablet across 42 countries, and includes learning from parallel copy testing conducted across TV, online video and mobile video ads. The overall conclusion is marketers cannot simply assume that the device used is a good surrogate for media context, and that different ad formats definitely demand different creative approaches.
Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
Consumers are in charge, and brands are in charge of ensuring they remain front and center along the consumer journey. To do that, they must understand the touchpoints that matter, enhance the targeting triple play, and ensure that the process is working properly. This requires understanding and quantifying consumer behavior. Thankfully, consumers in charge also means that consumers reveal a great deal—if you know where to look and don’t shy away from big data. This presentation looks across industries to reveal key tenets for how to make marketing remarkable.
Opportunities in the Age of Innovation - MobileGreg Stuart
Presentation given in Israel to http://www.adtechsummit.com/ on Feb 11 2014. Suggesting there is a huge opportunity for startups and founders like we've never seen.
Focus here is on how we are 1) living in the Age of Innovation, 2) Marketing & Media industries are in Chaos, & 3) Mobile is where the opportunities exist.
Digital Australia Monthly Update Session - February 2014Damus Chu
Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
With brand safety top of mind for every marketer, Fullscreen takes a look at the history of protecting a brand's image and how marketers can best achieve brand safety in today's digital ecosystem.
Want to make 2014 a great year for your brand and business? Here are the 10 trends we at Jack Morton believe will make a difference for brands in the year to come. From the obvious social media marketing tactics to the not so obvious (the next iPhone that's not an iPhone), we share our POV on the things we think will matter to marketers in 2014.
How Technology And New Platforms Are Changing Brand CommunicationsKantar
Good ads have 3 key metrics: interaction, communication and persuasion. Personal communication is becoming easier and more popular with the help of technology and Big Data. Problem- solving ads are the important part of brand communication.
How we are driving more brand spend into digital, focusing on the growth of programmatic as an industry through automation and how we can respond to these changes in the market with solutions.
Automation Technologies are key to growth for brands. We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online.
Who are the world’s most valuable luxury brands? What are the drivers behind their value growth over the past 10 years? How have global luxury consumers’ attitudes, behavior and shopping habits changed? What is happening in the fast-growing new luxury markets? What are the branding-building action points in the future? The presentation will cover the key findings from BrandZ Top 10 Most Valuable Luxury Brands over the past 10 years, reveal the global trends in luxury, uncover the drivers behind the luxury brand’s value growth and the important brand-building implications for the next decade. The insights are drawn from the BrandZ database including information from more than 2 million consumers in 50 country markets.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
Advertising plays a vital role in building brands. But even the best advertising, for a well-loved brand, perfectly deployed through media, needs a receptive audience.
Consumer receptivity to advertising is our industries most precious asset – it is our oxygen.
Today I want to convince everyone here that advertising receptivity is at genuine risk and we must, together, take better care of it.
Our behaviours as an advertising industry have been more bad than good and this is turning people off. We are belching out our own version of CO2 and ruining the environment for communications effectiveness.
People are becoming less receptive to advertising and it is our own fault – that’s the inconvenient truth.
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
The turbulence of the Chinese economy and stock market over the last 12 months continues to make headlines, but what has this meant for brands? Millward Brown's 10 years of the BrandZ Top 100 Most Valuable Global Brands has demonstrated that a strong brand protects the business in hard times, and enables it to recover faster.
Millward Brown and WPP have released the 6th annual BrandZ Top 100 Most Valuable Chinese Brands ranking and report. Learn how Chinese brands weathered the recent economic challenges and what impact this has had on consumer confidence and the growth of local brands.
http://www.millwardbrown.com/brandz/top-chinese-brands/2016
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
At this year’s Responsibility Business Week event in the UK on Trusted brands: what behaviours help companies thrive in today's marketplace? Nick Bull, Senior Director at Millward Brown presented new research which shows that the most trusted brands in the global BrandZ Top 100 ranking have grown 170% since 2006 – almost double the rate brands with average levels of trust.
Take a look at his presentation and notes here.
Lead buyers have been dealing with the ever increasing threat of the Telephone Consumer Protection Act (TCPA) for years now, as more class action suits are led each year. And yet, there are still many companies that dial hundreds of consumers every day that don’t think they are at risk.
Every consumer leaves a digital trail behind as she navigates the web. And these insights – available at your fingertips today through consumer intent scoring – are the type of intelligence that you could only dream of accessing just a few short years ago. When you have sharper vision into the consumer’s buying journey, you make sounder decisions that increase the likelihood of turning that consumer into your newest paying customer.
Top 7 Identifiers of a High-Intent ConsumerJornaya
Leveraging data to zero in on the high-intent consumer is on every smart marketer’s radar these days. However, most marketers are overwhelmed by data and unsure of where they should focus their efforts. Here are the seven leading behaviors that represent the most predictive contributors of consumer intent.
Why Intent Matters - Shift to the Consumer Journey to Gain a Competitive EdgeJornaya
When a consumer visits your website, visits a competitor's website, calls a call center, fills out a lead form, searches on multiple device types, she is leaving behind a digital trail that enables you to see that consumer's journey toward purchase. When you can see any of these individual events, you gain some insight into the consumer's intent in that moment.
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsKantar
Check out the slides from the series of BrandZ webinars we held on the 23rd June 2016 presented by Doreen Wang, Head of BrandZ, and Peter Walshe, Global BrandZ Strategy Director. In these webinars Doreen and Peter take you through the key findings from the BrandZ Top 100 Most Valuable Global Brands 2016 (http://www.millwardbrown.com/brandz/top-global-brands/2016) and share lessons for future brand building that we have learnt from looking in detail at over 100,000 brands over the last 11 years. To view a recording of the webinar please click here (http://www.millwardbrown.com/global-navigation/news/news-events/webinars/2016/brandz-global-2016), and if you are interested in finding out more about BrandZ or how these learnings could be applied to your brand please contact your local Millward Brown team.
What consumers want from marketer is, simply, simplicity – Harvard Business Review reported.
Marketing, however, is not a simple thing. Digitalisation has caused a customer’s journey to no longer be a linear one, as it cuts a multitude of digital and physical brand touch points. Yet understanding the consumer’s intent and where the consumer is likely to be for each of these phases, is crucial for any marketer to be able to deliver a contextual, meaningful marketing effort.
That’s not all. The topic of data – big, small, dark, as well as, analytics remains important. But as marketers, are you harnessing all of this data to help simplify the customer experience?
Join us in an upcoming webinar as we uncover the power of contextual marketing and how SAP Hybris Marketing solution will enable you to deliver that relevant experiences your consumers call, simplicity.
Deloitte’s Digital Democracy Survey: A multi-generational view of consumer technology, media and telecom trends
Now in its eighth year, the survey offers insights, grounded in data, into how U.S. consumers are using technology to engage with content and each other, how trends have shifted over time, and what consumer preferences might be in the future.
Learn more - http://www.deloitte.com/us/tmttrends
#TMTtrends
Digital Video: Too Much Choice, Too Much Data?MediaPost
How can marketers effectively and efficiently deliver personalized but non-intrusive video advertising to today’s voracious yet guarded digital audience? The consumer has more control, choice and wariness over relentless re-targeting online. And so, brands need to remain relevant through more precise and sophisticated targeting and personalization. Millward Brown will provide guidance on how marketers can walk this fine line of delivering personalized and relevant content to audiences while balancing efficiency and audience boundaries.
Media and Mobile Trends 2015: Where and How Are Consumers Tuning In?Deloitte United States
Explore the results of Deloitte’s ninth edition of the Digital Democracy Survey, including:
•Evolving media consumption habits, including preferences related to binge watching, streaming video, and over-the-top viewing habits
•Effectiveness of various advertising methods, both traditional and online
•Changing consumer behaviors related to mobile device ownership and usage
For more information visit www.deloitte.com/us/tmtrends.
Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.
By Rachel Healy, senior manager, and Kim Chua, manager, at Value Partners London
There has been much discussion about the level and rate of viewing migration from linear to VOD; the general consensus seems to be that the speed of the shift will be slow, and that the proportion of VOD viewing in the medium term (say fi ve years) will remain low at 6 – 8%, compared to c. 2% today. However, do these forecasts take into account step-change shifts in behaviour of Generation Z1, the ‘digital natives’? Value Partners runs an internship programme for aspiring TMT strategy consultants each summer. This year, we asked one of our interns to carry out primary research into their peer group’s current and future TV viewing patterns. We worked with her to design a 26-question survey which she distributed via Facebook. Although this is by no means a ‘representative sample’ of Gen Z – a sample of just 78 respondents, largely Oxbridge and users of Facebook – the results paint an interesting picture of the relationship this highly sought after demographic has with TV and how this will evolve as they leave university and move into the world of work.
TV & Video: An Analysis of Consumer Habit Ericsson
From the Ericsson ConsumerLab: http://www.ericsson.com/thinkingahead/consumerlab
We have entered a new era in television. On-demand packages delivered via
Over The Top (OTT), cable or IPTV are being embraced by people around the world.
These new technologies
and services not only improve
people’s viewing experience –
they also change the fundamental ways in which we approach entertainment.
The role of television in the marketing of the 21st century // David Brennan SEMPL
David Brennan was Research and Strategy Director at Thinkbox from its launch in 2006 until a month ago when he set up his own media consultancy – Media Native – specialising in the role of TV in the communications mix in the 21st Century.
As Research & Strategy Director at Thinkbox, he has been responsible for managing all Thinkbox’s research needs, communicating them to the industry, helping to set its main communications messages and providing support and inspiration for the planning community and has managed a number of groundbreaking projects, including the Thinkbox TV Engagement Study, The TV Payback Study, Brain Waves – How TV works on the Brain; and Tellyporting – a look at the future for connected television.
Pesquisa Accenture Multi-tasking and Taking Control. O estudo realizado com 3,5 mil pessoas, em seis países, apontou que conquistar a atenção exclusiva dos telespectadores está mais difícil. O consumidor moderno concilia a TV com outras atividades.
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...Kantar
On 24 November 2017, Martin Guerrieria, BrandZ Global Research Director at Kantar Millward Brown, presented the key findings of the first BrandZ UK Top 50 rankings at a client event in London. To access the full UK report, please visit http://www.millwardbrown.com/brandz/top-50-UK-brands
Following the launch of the inaugural BrandZ Top 50 Most Valuable UK Brands, BrandZ experts Peter Walshe and Martin Guerrieria share insights into how the most successful brands are performing and how to build healthy brands that stand the test of time.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
A look at the list of the world’s most valuable brands tells the story of how Google, Facebook, Amazon, Tencent and Alibaba built globally successful brands in a period of twenty years or less. Fortune’s list of the top 50 unicorns also shows that tech start-ups are here to stay. So how are these brands born and how have they grown from embryonic ideas to global powerhouses? We shared this presentation at a recent UK event which brought together some of the brightest minds in the industry to discuss the opportunities and challenges of becoming a start-up success story and the role of brand in driving business success.
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
Millward Brown’s Christmas advertising study explores the performance of 18 of this year’s leading TV ads, testing them with consumer audiences using its AdExpress tool.
Viewers reviewed and scored each on 12 factors proven to drive sales and build a brand: Branding, Involvement, Enjoyment, Made me love the brand, Sets the trends, Persuasion, New and different information, Relevance, Believability, Different from others, Meets my needs.
The 18 ads reviewed are from brands and retailers: Asda, Argos, Boots, Burberry, Cadbury’s, Celebrations, Debenhams, dfs, John Lewis, Lidl, Marks & Spencer, Mulberry, PayPal, Sainsbury’s, Sky Movies, Very, Waitrose and Warburtons.
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
Millward Brown Saudi Arabia - Marketing2020 - Organizing for GrowthKantar
The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.
BrandZ Top 50 Most Valuable Latin American Brands 2015 ReportKantar
Millward Brown and WPP released the 4th annual BrandZ Top 50 Most Valuable Latin American Brands report and ranking on Wednesday, September 23. The report identifies the key forces driving brand growth in six markets in the Latin American region (Argentina, Brazil, Chile, Colombia, Mexico and Peru).
BrandZ Top 50 Most Valuable Indian Brands 2015 ReportKantar
WPP and Millward Brown have released the 2nd annual ranking and report of the BrandZ Top 50 Most Valuable Indian Brands.
See which brands have remained on the list, who the newcomers are and which industries and categories experienced the most growth. India is a complex and fast growing market and the report offers insight about the balance marketers must achieve to win consumer trust while retaining the cherished traditions and deep values of the Indian culture.
- See more at: http://www.millwardbrown.com/mb-global/brand-strategy/brand-equity/brandz/top-indian-brands
BrandZ Top 50 Most Valuable Indonesian Brands 2015Kantar
Millward Brown and WPP released the first annual BrandZ Top 50 Most Valuable Indonesian Brands report and ranking, Wednesday, August 19. The report identifies the key forces driving brand growth in Indonesia, and is an addition to the BrandZ annual rankings which include the Global Top100 Brands as well as rankings for China, India, and Latin America. - See more at: http://www.millwardbrown.com/mb-global/brand-strategy/brand-equity/brandz/top-indonesian-brands/2015
10 Ways to Build a Powerful Healthcare BrandKantar
EphMRA Pharmaceutical Marketing Conference 2015
23-25 June 2015
Amsterdam
Carolyn Chamberlain, Head of Qualitative Healthcare at Millward Brown talks about 10 ways to build a powerful brand taking insights from this year’s winners in the BrandZ Top 100 most valuable global brands 2015.
http://www.ephmra.org/event/2015-Pharmaceutical-Market-Research-Conference---23-25-June-2015-Amsterdam
En las Predicciones de Medios & Digital 2015, Millward Brown identificó las tendencias clave que impactarán con fuerza las estrategias de mercadotecnia que deberás implementar durante los próximos años para hacer crecer tu marca.
En este Webinar gratuito de 45 minutos, Jorge Alagón, CSO LatAm de Millward Brown en conjunto con nuestros invitados Gonzalo Barbieri, Research Manager LatAm de Google y Jorge Arturo Gutiérrez Díaz, Head of Media de Danone México, discutirán algunos de estos temas y su probable efecto sobre las marcas y la publicidad en nuestra región.
http://bit.ly/1MoDAhl
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
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2. 2
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:
• How are videos viewed by screen – and for how long?
• What do people think of video ads by screen?
• How can I create ads that consumers won’t skip?
We surveyed, via smartphone or tablet, more than 13,500 16-45 year old multiscreen users across 42 countries.
Multiscreen users were defined as people who own, or have access to, a TV and a smartphone and/or a tablet. We also
conducted parallel copy testing for 20 ads in eight countries, across TV, online video and mobile video ad formats,
interviewing more than 10,000 consumers.
This report summarizes overall global learning. For data by country, please visit www.millwardbrown.com/adreaction
For more detailed local country reports, please contact your local Millward Brown office.
3. Contents
3
Right person – How much video are people viewing by
screen, and how does targeting improve their receptivity to ads?
Right context – What do people think about video ads and
how does this vary by screen and format?
Right content – How can marketers optimize video ads
across screens and avoid having viewers skip them?
Effectiveness learning and further reading
4. 4
SummaryofFindings
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 don’t 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
5. 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.
5
6. Share of total screen minutes bears no relation to media spend
Although it is growing quickly, mobile media spend will continue to significantly trail share of multiscreeners’ screen time.
If mobile can monetize more efficiently, there is clearly growth potential.
Daily Screen Share (%) Minutes
(Video & other web browsing)
Global Media Spend
62
55
30
29
8
17
2014 2017
6
Q: Which of the following did you do yesterday?
27
21
52
2015
Source: Zenith Optimedia Advertising Expenditure Forecasts, December 2014
MOBILE
TV
COMPUTER
7. Right Person
How much video are people viewing by screen, and
how does targeting improve their receptivity to ads?
7
8. Digital screens
are as important
as TV
Half of all video viewing is on TV,
split between Live TV (32%) and
On Demand (18%).
The other half is digital video,
mainly via mobile devices (32%).
In total, people are viewing video
for nearly 3.5 hours per day.
32
1
18
1
18
1
10
1
22
1
SHARE OF EXPOSURE (%)
EXPOSURE (minutes spent yesterday)
LIVE TV ON DEMAND
TV
COMPUTER TABLET SMART
PHONE
66 37 37 20 45
These figures are global averages. See appendix
for country level data and device definitions
Q: Still thinking about video content, roughly for
how long yesterday did you watch…
8
TOTAL MINUTES: 204
9. SMARTPHONE
ON DEMAND TV
COMPUTER
LIVE TV
TABLET
9
Video viewing
varies by age
Smartphones are the
primary device for
multiscreeners ages 16 –
24 to view video, but this
group also watches a lot of
video on TV and PCs.
Audiences 25+ favor Live
TV over On Demand TV
and digital devices.
0
10
20
30
40
50
60
70
80
16-24 25-34 35-45
Average time spent (daily minutes)
10. 10
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
Movies, and music
... because I can
easily find what I
want to see when I
want to see it
Colombia
I’m 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, it’s very
easy to keep track
of what episode
I'm on because of
newer technology.
US
I see more video
clips on Facebook
which play
automatically
Hong Kong
I watch more series
on Netflix, and videos
on YouTube. I don’t
really watch TV, it is
just me with a
smartphone
Mexico
Time has changed
some of my habits.
But I still like the
same things! Music
videos, funny TV
programs.
France
More binge
watching. I prefer
this; then I can use
my time my way
Canada
Q: What types of video are you watching more
these days than in the past? How has the way
you watch video changed? Why is that?
11. 11
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.
11%
19%
31%
11%
20%
11%
11%
11%
20%
33%
Q: Which of the following apply to how you
watched video yesterday?
Social
31%
Catch-up
33%
Favorites
53%
Random 31%
Live
30%
I searched out my favorite
shows/content
I binge viewed multiple
episodes of the same show
I used an online "catch up"
service
I used a TV "catch up" service
I watched a show that I had
previously recorded
I watched something my friends
shared (online)
I watched something my friends
had been talking about (offline)
I explored randomly
I just watched what was
happening live
I watched a show live that I had
made an appointment to watch
12. 12
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.
Q: Advertisers can target the video ads you see
in many different ways. How do you feel about
video ad targeting based on…?
NEGATIVE POSITIVE
NET (+ve
minus –ve)
Your interests (passions,
hobbies & pastimes)
The type of brands you like
or follow
The type of surrounding
context (show, website)
Where you live
Video viewing history
Your online shopping history
Your demographic profile
(age, gender etc.)
Where you are when the
video is shown
Your online search history
Your social media profile
Your web browsing history
-21
-21
-25
-29
-31
-32
-30
-30
-35
-36
-37
41
40
29
29
29
29
28
26
26
25
25
-50 -30 -10 10 30 50
20
19
4
0
-2
-3
-2
-4
-9
-11
-12
13. 13
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
Each time I open
my bbm feeds and
I feel like my
privacy had been
breached
Nigeria
Q: Describe when you last remember realizing a
video ad had been targeted at you. Where did it
happen and how did it make you feel?
14. 14
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 8 - 19 14 18
School/college/university 4 - 7 6 6
Commuting - - 7 9 11
Travelling - - 7 8 9
Someone else’s home 9 12 10 10 11
In a public building 6 - 9 9 12
In a public outdoor space - - 8 8 12
Average number of locations 1.2 1.0 1.5 1.4 1.6
Q: Where were you yesterday when you were…?
Row AverageHigher than row average Lower than row average
Stat testing at 90% confidence level:
15. 15
Most people
view online
alone but TV is
more social
Separate correlation analysis
suggests that social viewing
can increase advertising
receptivity.
Advertisers should respect the
“private” mindset which online
video viewing creates; targeting
“social” digital viewing moments
is challenging, but worthwhile.
LIVE TV ON DEMAND TV COMPUTER TABLET SMARTPHONE
On my own 37 47 63 62 66
People I live with 51 38 24 23 21
People I don’t live with 6 8 7 7 8
Larger group 4 4 4 5 4
Q: Who were you with yesterday when you were…?
Row AverageHigher than row average Lower than row average
Stat testing at 90% confidence level:
16. Right Context
What do people think of video ads and how
does this vary by screen and format?
16
17. 17
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.
-33
-44
-45
-45
-49
29
21
20
19
19
-100 -80 -60 -40 -20 0 20 40
NEGATIVE POSITIVE
NET (+ve
minus –ve)
Live TV
On Demand TV
Computer
Tablet
Smartphone
-4
-23
-25
-26
-30Q: How would you characterize your attitude
towards the following formats of online video
advertising?
18. 18
Control is the
main driver of
ad receptivity
In countries where respondents
feel they have greater control
over ad exposure, advertising
receptivity is higher.
Correlation analysis also
confirmed a very strong
respondent-level relationship
between control and receptivity
for all devices, especially
smartphones.
Logit Transformed r2=0.55; r=0.74 (95% Confidence Band)
AdReceptivity
Control
See appendix for country level receptivity data.
Q: How would you characterize your attitude
towards the following formats of video
advertising? How much control do you feel you
have over whether you do or don't watch the
following formats of video advertising?
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
19. 19
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
VIDEO SKIP CONTROL
(% have control) 44 53 63 59 59
Q: How would you characterize your attitude
towards the following formats of video
advertising? How much control do you feel you
have over whether you do or don't watch the
following formats of video advertising?
Acceptance
of status
quo
Demand for formats
which respect control
Row AverageHigher than row average Lower than row average
Stat testing at 90% confidence level:
20. 20
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 & click-
to-play.
-23
-33
-29
-37
-34
-51
-60
-55
-61
49
34
31
31
28
18
15
15
14
-100 -80 -60 -40 -20 0 20 40
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
+26
+1
+2
-6
-6
-33
-45
-40
-47
Q: How would you characterize your attitude
towards the following formats of online video
advertising?
21. 21
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.
Q: Beyond advertising, how would you
characterize your attitude towards the following
formats of online video?
-9
-14
-13
-18
-18
-16
64
55
52
42
42
41
-70 -50 -30 -10 10 30 50 70
NEGATIVE POSITIVE
NET (+ve
minus –ve)
Tutorial videos
Expert review videos
User review videos
Shopping videos
Online celebrity videos
Website videos
55
41
39
25
24
24
22. Right Content
How can marketers optimize video ads across
screens and avoid having viewers skip them?
22
23. 23
A skippable world brings new creative challenges, so brands
need to consider digital early in the creative process
Humor is the main way to prevent skipping ads; it was the top reason in 30 of 42 countries studied.
Quickly establishing brand or category relevance also helps.
8%
10%
13%
14%
17%
17%
19%
23%
24%
25%
28%
29%
29%
30%
37%
I'm watching with other people
I'm watching on my own
I'm relaxed and just passing the time
Is similar to something good I've seen before
Is something I've seen before and liked
Offers tips or solutions, right from the start
Is something I haven't seen before
Contains a person or a character that I'm interested in
Features music that is appealing to me
Is visually appealing or has great design
Something intriguing happens in the first few seconds
It's for a brand that I'm interested in
Gives me something in return (coupon, reward points)
It's for a category that I'm interested in
It is funny or humorous
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?ˆ
24. Exploringcreativeresponseacrossscreens
24
AdReaction Video copy testing
• Parallel copy testing for 20 ads in eight countries, across
TV, online video and mobile video ad formats
• Surveyed more than 10,000 consumers.
• Web-based interviewing via Millward Brown’s LinkNow
solution on ZappiStore.
25. 25
Some ads are
highly
engaging
These three ads are very
strong creative performers
which are likely to do well
wherever they are placed.
But can even great ads
such as these be optimized
to maximize their
performance in digital
channels?
UK BRAZIL
AUSTRALIA
26. 26
Beware the cliff
Even with highly engaging
ads, many skip away as
soon as they can.
We see this pattern for
YouTube skippable pre-roll
and Facebook auto-play.
While advertisers don’t pay
if the ad is skipped, this is
about maximizing impact.
Viewershare(%)
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
29. 29
Integrate the
brand in the
first few
seconds
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
approximately half of your
audience.
GERMANY
USA
30. 30
The click-to-
play challenge
If given a choice, most
consumers don’t click-to-
play.
Again, this is not about cost,
but maximizing impact.
Viewershare(%)
Duration of ad (seconds)
Video Playback Behavior
Facebook click-to-play
0 10 20 30 40 50 60 70 80
100
90
80
70
60
50
40
30
20
10
0
31. 31
Getting the
click
For Facebook click-to-play,
the initial frame and the
introductory text is crucial: it
needs to be creatively
engaging.
But the ad needs to deliver
on the promise of that
frame and introduction.
These are two good
examples.
UK
USA
32. 32
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
33. 33
Consider
length
Shorter ads were more
likely to keep people to the
end. While this Beggin’ ad
was loved, for some it was
too long.
GERMANY AUSTRALIA
USA
34. 34
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
35. 35
Right Content – Summary
CREATIVELY
capture attention
ENGAGE
in the first few
seconds
TAILOR
length to the context
37. 37
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.
Stated assessments of
receptivity are also unable to
account for factors such as
levels of clutter, specific
placements, etc.
EFFECTIVENESS REACH ADVERTISING
RECEPTIVITY
CREATIVE
EFFECTIVENESS
=BRAND
IMPACT x xPeople Context Content
38. 38
Millward Brown
effectiveness learning
shows that video on
different channels has
different roles
CrossMedia studies show that TV
tends to generate the most impact
per person for engagement metrics,
likely due in part to high receptivity
Early findings from Brand Lift
Insights studies are that mobile
video outperforms online video.
Since this is not due to higher ad
favorability it must be due to other
receptivity factors such as lack of
clutter and format novelty.
Impact per person TV COMPUTER MOBILE
Engagement
(Awareness)
Associations
(Message)
Motivation
(Purchase Intent)
Source: Qualitative assessment of Millward Brown
CrossMedia and Brand Lift Insights databases
39. 39
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.
40. 40
Further reading
Millward Brown regularly publish
evidence-based learning relating
to video placement and creative.
This learning is based on our
creative development and in-
market media & digital
effectiveness solutions which
help brands optimize marketing
performance across media
channels.
For more information, please
contact your local Millward
Brown office.
Related Millward Brown learning:
Related Millward Brown solutions:
• CrossMedia - optimize media effectiveness across channels
• Brand Lift Insights - optimize digital effectiveness
• LinkNow for TV & Digital – determine if your ad is strong enough to run
42. Appendix contents
42
Supplementary content
1. Video viewing by screen, by country
2. Screen usage approaches
3. Video advertising receptivity by country
4. Video advertising receptivity by location
5. Reasons for not skipping by country
Background
1. Video viewing device definitions
2. Methodological details
3. Smartphone penetration by country
45. 45
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
LIVE TV ON DEMAND TV COMPUTER TABLET SMARTPHONE
I was looking to educate myself 20 14 25 20 20
I was looking for information 28 17 34 26 29
I was focused 12 11 15 13 11
I was looking to share an experience with
other people 11 11 13 12 13
I was looking to be entertained 56 49 58 45 51
I was looking for something interesting 40 30 43 32 38
I was looking for escapism 14 12 16 12 12
I was relaxed 48 37 42 34 35
I was just looking to pass the time 41 30 36 29 35
I was bored 31 26 28 25 29
Q: Now please think about which of these
applied to you yesterday when you were…
Row AverageHigher than row average Lower than row average
Stat testing at 90% confidence level:
Lean forward/active
Lean back/ passive
No single viewing approach has a strong correlation
with advertising receptivity
46. 46
Video ad
receptivity
varies by
country (1 of 2)
Consumers from countries in
Asia, Africa and Middle East
were the most receptive.
Countries in LatAm are also
generally quite positive about
video ads.
Just three European countries
(Turkey, Romania and Ireland)
are in the top 20 most receptive
countries.
21
22
23
24
24
24
24
24
27
27
28
28
30
30
31
34
35
37
45
57
22
0 10 20 30 40 50 60 70
Australia
South Africa
Japan
Ireland
Mexico
Colombia
Romania
Thailand
Hong Kong
Indonesia
Turkey
South Korea
Taiwan
Malaysia
Brazil
India
Saudi Arabia
Kenya
Nigeria
Phillipines
Global
Average of devices receptivity
47. 47
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.
Average of devices receptivity
7
8
9
10
10
11
11
12
13
13
13
14
15
17
18
18
18
19
19
20
20
20
22
0 5 10 15 20 25
Czech Republic
Russia
Slovakia
Poland
China
Sweden
Hungary
Norway
Netherlands
Germany
Spain
Denmark
Greece
France
Finland
Argentina
Vietnam
New Zealand
US
Canada
UK
Italy
Global
48. 48
Receptivity by
location
There is limited variation in
how video ads are viewed
based on location.
People are a little more
receptive at home, and
least receptive at work.
Q: How would you characterize your attitude
towards video advertising when you are in each
of the following places?
-37
-32
-32
-34
-35
-39
-33
-41
28
27
27
26
25
24
22
21
-45 -25 -5 15 35
NEGATIVE POSITIVE
NET (+ve
minus –ve)
At home
Public building
Public outdoor space
Travelling
Commuting
School / college / university
Someone else’s home
At work
-9
-5
-5
-8
-10
-15
-11
-20
49. 49
Reasons for not
skipping ads
varies slightly by
country
Most important reason for not skipping ads
(countries where humor is not top of the list)
Humor is the primary factor in
most countries.
Japan is the only country
where humor is not one of the
top two reasons for not
skipping ads, the main factors
in Japan are category and
characters.
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?ˆ
FOR A CATEGORY I’M
INTERESTED IN
SOMETHING INTRIGUING
HAPPENS
GIVES ME SOMETHING IN
RETURN
Taiwan Hong Kong South Korea
Thailand Mexico Italy
Sweden Germany Finland
Philippines Argentina
Japan
50. 50
Methodology
Both the video viewing
survey and the copy testing
research used cutting-edge
survey sampling
approaches to generate
robust and reliable insights.
AdReaction Video viewing & receptivity:
• Methodology: mobile-interviewing via On Device Research
• 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)
• Survey length: 10 minutes
• Total sample size: 13,600 (minimum 300 per country)
• Countries: Argentina, Australia, Brazil, Canada, China, Colombia, Czech Republic,
Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia,
Ireland, Italy, Japan, Kenya, Malaysia, Mexico, Netherlands, New Zealand, Nigeria,
Norway, Philippines, Poland, Romania, Russia, Saudi Arabia, Slovakia, South Africa,
South Korea, Spain, Sweden, Taiwan, Thailand, Turkey, UK, US, Vietnam
AdReaction Video copy testing:
• Methodology: web-based interviewing via LinkNow on ZappiStore
• Sample definition: varied based on advertising target
• Survey length: 10 minutes
• Number of ads: 20
• Advertising contexts: 5 (TV, YouTube skippable pre-roll, Facebook auto-play,
Facebook click-to-play, mobile video)
• Total sample size: 10,739 (minimum 100 per ad)
• Countries: Argentina, Australia, Brazil, France, Germany, Mexico, UK, US
51. 51
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.
DEVICE /
VIEWING TYPE
SURVEY
WORDING
INTENDED
INTERPRETATION
POTENTIAL
INTERPRETATION
Live TV
Watch live
television
All TV viewing
Some people may have
interpreted Live TV as
meaning only TV shows
which are shown live (e.g.
sports events) and assigned
pre-recorded content (e.g.
documentaries) to On
Demand
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
All computer-
based video
viewing
Seems to have been
understood
Tablet
Watch video
content on a
tablet
All tablet-
based video
viewing
Seems to have been
understood
Smartphone
Watch video
content on a
smartphone
All phone-
based video
viewing
Seems to have been
understood
52. 52
Smartphone
penetration by
country
AdReaction’s sample of 16-
45 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.