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.

1. Monique Claassen
Director of Media and Digital
Millward Brown South Africa
@MoniqueLeech
Monique.Claassen@millwardbrown.com
OPTIMISING VIDEO
CREATIVE IN A
DIGITAL WORLD

2. We know that winning with mobile video is based on 3 things:
2 Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech
1 2 3Right person – Right context – Right content –
How much video are
people viewing by
screen and their
receptivity to ads.
What do people think
about video ads and how
does this vary by screen
and format?
How can marketers
optimize video ads
across screens and
avoid having viewers
skip them?

3. 3 Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech
RIGHT PERSON
How much video are people
viewing by screen and their
receptivity to ads
1.

4. Share of total screen minutes bears no relation to media spend –
MASSIVE OPPORTUNITY FOR MOBILE!
4
Daily Screen Share (%) Minutes
(Video & other web browsing)
Global Media Spend
62
55
30
29
8
17
2014 2017
Source: Millward Brown Adreaction - Global
Q: Which of the following did you do yesterday?
27
21
52
2015
Source: Zenith Optimedia Advertising Expenditure Forecasts, December 2014
MOBILE
TV
COMPUTER
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech

5. 54%
48%
39%
38%
27%
Catch Up
Favourite
Random
Social
Live
5 video viewing approaches identified – ONLY 1 IN 3 CONSUMERS
CLAIM TO WATCH LIVE TV
5
Source: Millward Brown Adreaction – South Africa Q: Which of the following apply to how you watched video yesterday?
I searched out my favourite 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/ a show live that
I had made an appointment to
watch
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech
LIVE

6. But beware! Video ad receptivity is higher for TV than digital screens - MANY DO
NOT LIKE DIGITAL VIDEO ADS, SO THE INDUSTRY HAS WORK TO DO.
6
35
22
18
18
16
POSITIVE %
Live TV
On Demand TV
Computer
Tablet
Smartphone
Source: Millward Brown Adreaction – South Africa Q: How would you characterize your attitude towards the following formats of online video advertising?
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech

7. 7 Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech
RIGHT CONTEXT
What do people think of
video ads and how does this
vary by screen and format?
2.

8. 8
There are many digital channels, and they are all
different.
However one thing they all have in common for success
is that the consumer is in control.
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech

9. 9
Given
importance of
control, it makes
sense that
skippable video
formats are
strongly
preferred
Source: Millward Brown AdReaction Video study 2015, South Africa
Q: How would you characterize your attitude towards the
following formats of online video advertising?
-19
-31
-22
-30
-35
-49
-61
-50
-56
50
36
32
34
26
11
14
13
12
-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
+35
+5
+10
+4
-9
-38
-47
-37
-44
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech

10. 10
Not all creative lengths resonate the
same across devices and audiences
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech

11. On mobile, shorter ad lengths work best among Millennials
Source: Millward Brown Digital IAB Tremor Video Cross Screen Study
a/b indicates statistically higher performance at the 90% confidence level
11
63
5554 52
Brand Appeal Persuasion
68
5961
51
Brand Appeal Persuasion
10-second (a) 30-second (b)
18-34 Smartphone (%) 18-34 Tablet (%)

12. Whereas longer ad lengths work best among those 35+
Source: Millward Brown Digital IAB Tremor Video Cross Screen Study
a/b indicates statistically higher performance at the 90% confidence level
12
Brand Appeal Persuasion Brand Appeal Persuasion
10-second (a) 30-second (b)
35-54 Smartphone (%) 35-54 Tablet (%)
49 43
60 56
63 60
72
64
Twitter: @MoniqueLeech

13. 13 Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech
RIGHT CONTENT!
Brands only have a
few seconds to make
an impact. Engage,
deliver the message
and make it count
for your brand.
3.

14. 14
Sometimes it’s important for
your ad to blend in.
Often, it’s more
important to stand out.
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech

15. Digital video is particularly effective when it is integrated with TV, but even
better when customised for the digital environment
Source: ARF Ground Truth How Advertising Works, March 2016
Data Source: Millward Brown CrossMedia TV + Digital CrossMedia studies, 2011-2015.
Categories: Food & Bev, Household, OTC, Pharma, Retail, Travel
15
100
148
167
Non-integrated Integrated (same) Integrated (custom)
Integrated campaigns with customized creative = +67% Impact
Brand ROI by Platform/ Combination
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech

16. Non-Integrated
Integrated (same)
Integrated (custom)
Integrated (custom) campaigns are particularly good for building brand
associations. Integrated (same) generally does just as well on saliency.
Source: Millward Brown US CrossMedia TV + Digital CrossMedia studies, 2011-2015. Categories: Food & Bev, Household, OTC, Pharma, Retail, Travel.
Box plot explanation: the grey and green rectangles represent the second and third quartiles, the white vertical line between them indicates the median value.
The lower and upper quartiles are shown as horizontal lines either side of the rectangle.
16
ASSOCIATION MOTIVATION SALIENCY
Brand ROI by Platform for Digital Video
Twitter: @MoniqueLeech

17. 17
So all I need is to put my video in the
digital space?
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech

18. If you get it wrong, your campaign could have a negative impact on the
brand
Source: Millward Brown global Brand Lift Insights Marketnorms database (12,822 campaigns), April 201618
9.3 9.1
2.0 1.7
-4.3 -4.5
It’s not enough to be entertaining, you need to be relevant to
cut through the inertia barrier
BRAND FAVOURABILITY PURCHASE INTENT
Best (top 20%)
Average
Worst (bottom 20%)
%differenceExposedvsControl
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech

19. The first few frames matter! What prevents consumers from
skipping?
19
Source: Millward Brown AdReaction Video study 2015, South Africa 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 Prompted List
41%
34%
32%
30%
29%
29%
25%
23%
22%
It is funny or humorous
It's for a category that I'm interested in
It's for a brand that I'm interested in
Gives me something in return (coupon, reward points)
Something intriguing happens in the first few seconds
Is visually appealing or has great design
Contains a person or a character that I'm interested in
Offers tips or solutions, right from the start
Features music that is appealing to me
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech

20. Overall findings for the best performing digital video in our database:
20
Strong branding
& clearly
communicating
a key message in the
first 5 seconds
Creatively
using/playing on the
‘skip’ button
Captivating audience
within the first 5
seconds
& holding their
attention beyond this
point
Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech
Final thought for repurposing TV content. Think about the first few seconds:
• Will the ad draw attention? Keep attention?
• Is it well branded? Even if consumers skip, brand resonance can increase
if branding is clear

21. The Millward Brown Philosophy -
21 Monique.Claassen@MillwardBrown.com/ Twitter: @MoniqueLeech
1 2 3TARGETING THE
RIGHT PERSON
IN THE RIGHT
CONTEXT
WITH THE RIGHT
CONTENT

22. Monique Claassen
Director of Media and Digital
Millward Brown South Africa
@MoniqueLeech
Monique.Claassen@millwardbrown.com