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Reference: Millward Brown | AD Reaction Video | Global

The report 'AdReaction: Video Creative in a Digital World' presents findings from a global survey of over 13,500 multiscreen users, highlighting the evolving landscape of video consumption across devices. It emphasizes the importance of targeting, user control, and early brand integration in video ads to increase viewer receptivity, especially considering the growing tendency to skip ads. The study indicates that while TV maintains a higher ad receptivity than digital formats, effective ad strategies must adapt to the preferences and viewing behaviors of consumers across screens.

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VIDEO CREATIVE IN A DIGITAL WORLD Global report
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.
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 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
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
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
Right Person How much video are people viewing by screen, and how does targeting improve their receptivity to ads? 7
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
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 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 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 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 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 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 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:
Right Context What do people think of video ads and how does this vary by screen and format? 16
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 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 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 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 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
Right Content How can marketers optimize video ads across screens and avoid having viewers skip them? 22
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
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 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 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
27 Focus on skip resistance… Increase consumer engagement by capturing attention in the first few seconds. GERMANY AUSTRALIA AUSTRALIA
28 And maximize viewing opportunities This ad was loved; but too many would miss it in a skippable format because the first few seconds were not gripping enough. BRAZIL
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 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 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 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 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 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 Right Content – Summary CREATIVELY capture attention ENGAGE in the first few seconds TAILOR length to the context
Effectiveness learning and further reading 36
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 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 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 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
VIDEO CREATIVE IN A DIGITAL WORLD Appendix
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
43 30 24 32 49 32 21 39 34 30 18 23 32 29 40 18 14 41 23 31 39 32 25 32 30 12 25 20 19 15 17 17 23 22 12 4 20 20 15 17 10 18 13 17 14 16 19 17 18 18 20 21 16 15 22 16 18 21 17 24 16 16 18 13 11 8 8 9 10 9 10 8 14 11 7 11 10 20 13 12 13 7 9 10 19 17 15 15 15 32 16 24 26 31 27 24 26 30 24 32 30 26 28 26 22 Ireland Canada UK France South Africa Saudi Arabia Argentina Indonesia Kenya Hong Kong Mexico Brazil Taiwan Phillipines China Vietnam Thailand Malaysia Colombia Nigeria Global LIVE TV ON DEMAND TV COMPUTER TABLET SMART PHONE Total Min 204 272 259 256 248 243 243 241 240 240 240 237 236 229 228 224 215 214 212 212 212 Video viewing varies by country (1 of 2) Digital’s share of viewing is as high as 66% in Vietnam and 65% in Hong Kong. Smartphone’s share peaks at 32% in Vietnam and Saudi. Tablet’s share peaks at 20% in China. Total video viewing is over 4 hours among multiscreeners in Nigeria, Colombia and Malaysia. * On Demand TV not asked in Thailand Share (%)
44 40 32 50 45 29 37 38 24 30 43 44 23 37 43 37 19 32 43 31 29 31 35 32 15 16 17 14 27 12 24 24 29 15 15 26 11 8 11 34 12 14 19 26 33 11 18 18 22 11 21 18 19 17 17 15 16 18 22 23 19 25 19 21 15 23 15 10 22 18 8 11 6 5 9 10 7 6 9 7 8 10 8 8 11 10 10 8 8 12 9 8 10 19 19 17 15 17 23 14 30 18 19 16 18 20 22 16 18 25 20 18 18 18 24 22 Hungary Greece Japan Czech Republic Denmark Italy Netherlands South Korea Finland Germany Slovakia Norway Romania Poland Russia Sweden Turkey Spain New Zealand Australia US India Global 204 207 202 197 197 194 193 182 182 180 178 176 176 174 172 166 165 164 160 160 158 152 145 Total MinLIVE TV ON DEMAND TV COMPUTER TABLET SMART PHONE Video viewing varies by country (2 of 2) TV’s share of viewing is highest in Japan (67%) and the US (64%). Japan is mainly still Live TV, whereas On Demand leads in the U.S. Sweden, the U.S. & Canada are the strongest On Demand TV markets. Total video viewing is lowest among multiscreeners in Greece and Hungary. Share (%)
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 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 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 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 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 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 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 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.
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Reference: Millward Brown | AD Reaction Video | Global

  • 1.
    VIDEO CREATIVE IN ADIGITAL WORLD Global report
  • 2.
    2 Introduction AdReaction studies havebeen 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 yourchances 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 researchwas 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 totalscreen 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 muchvideo are people viewing by screen, and how does targeting improve their receptivity to ads? 7
  • 8.
    Digital screens are asimportant 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 LIVETV 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 arechanging 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 analysissuggests 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 bepositive 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 lesspositive 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 placeat 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 alonebut 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 dopeople think of video ads and how does this vary by screen and format? 16
  • 17.
    17 Video ad receptivity is higherfor 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 maindriver 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” withless 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 tobranded 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 canmarketers optimize video ads across screens and avoid having viewers skip them? 22
  • 23.
    23 A skippable worldbrings 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 copytesting • 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 Thesethree 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 Evenwith 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
  • 27.
    27 Focus on skip resistance… Increaseconsumer engagement by capturing attention in the first few seconds. GERMANY AUSTRALIA AUSTRALIA
  • 28.
    28 And maximize viewing opportunities This adwas loved; but too many would miss it in a skippable format because the first few seconds were not gripping enough. BRAZIL
  • 29.
    29 Integrate the brand inthe 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 Ifgiven 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 Facebookclick-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 thead 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 weremore 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 Thisad 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
  • 36.
  • 37.
    37 Ad receptivity is relatedto 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 showsthat 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 Freecountry 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 Brownregularly 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
  • 41.
    VIDEO CREATIVE IN ADIGITAL WORLD Appendix
  • 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
  • 43.
    43 30 24 32 49 32 21 39 34 30 18 23 32 29 40 18 14 41 23 31 39 32 25 32 30 12 25 20 19 15 17 17 23 22 12 4 20 20 15 17 10 18 13 17 14 16 19 17 18 18 20 21 16 15 22 16 18 21 17 24 16 16 18 13 11 8 8 9 10 9 10 8 14 11 7 11 10 20 13 12 13 7 9 10 19 17 15 15 15 32 16 24 26 31 27 24 26 30 24 32 30 26 28 26 22 Ireland Canada UK France South Africa SaudiArabia Argentina Indonesia Kenya Hong Kong Mexico Brazil Taiwan Phillipines China Vietnam Thailand Malaysia Colombia Nigeria Global LIVE TV ON DEMAND TV COMPUTER TABLET SMART PHONE Total Min 204 272 259 256 248 243 243 241 240 240 240 237 236 229 228 224 215 214 212 212 212 Video viewing varies by country (1 of 2) Digital’s share of viewing is as high as 66% in Vietnam and 65% in Hong Kong. Smartphone’s share peaks at 32% in Vietnam and Saudi. Tablet’s share peaks at 20% in China. Total video viewing is over 4 hours among multiscreeners in Nigeria, Colombia and Malaysia. * On Demand TV not asked in Thailand Share (%)
  • 44.
    44 40 32 50 45 29 37 38 24 30 43 44 23 37 43 37 19 32 43 31 29 31 35 32 15 16 17 14 27 12 24 24 29 15 15 26 11 8 11 34 12 14 19 26 33 11 18 18 22 11 21 18 19 17 17 15 16 18 22 23 19 25 19 21 15 23 15 10 22 18 8 11 6 5 9 10 7 6 9 7 8 10 8 8 11 10 10 8 8 12 9 8 10 19 19 17 15 17 23 14 30 18 19 16 18 20 22 16 18 25 20 18 18 18 24 22 Hungary Greece Japan Czech Republic Denmark Italy Netherlands SouthKorea Finland Germany Slovakia Norway Romania Poland Russia Sweden Turkey Spain New Zealand Australia US India Global 204 207 202 197 197 194 193 182 182 180 178 176 176 174 172 166 165 164 160 160 158 152 145 Total MinLIVE TV ON DEMAND TV COMPUTER TABLET SMART PHONE Video viewing varies by country (2 of 2) TV’s share of viewing is highest in Japan (67%) and the US (64%). Japan is mainly still Live TV, whereas On Demand leads in the U.S. Sweden, the U.S. & Canada are the strongest On Demand TV markets. Total video viewing is lowest among multiscreeners in Greece and Hungary. Share (%)
  • 45.
    45 Approaches are similar across devices Videoviewing 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 islimited 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
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    49 Reasons for not skippingads 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
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    50 Methodology Both the videoviewing 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
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    51 Survey definitions This study relieson 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
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    52 Smartphone penetration by country AdReaction’s sampleof 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.
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    VIDEO CREATIVE IN ADIGITAL WORLD #AdReaction Visit AdReaction Video