Research Awards Winners – Digital Advertising Formats winner – Moving Pictures: The Persuasive Power of Video, Facebook
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Research Awards Winners – Digital Advertising Formats winner – Moving Pictures: The Persuasive Power of Video, Facebook
![Source: “Video in Mobile Feed” by Kantar Media (Facebook IQ-commissioned study of 1,999 people ages 18+ in AE and UK who watch short-form [under 10 minutes] online video at
least monthly), May 2016. 2
people across the UK and the UAE
People are watching more video than ever
say their online video
viewing has
increased
over the past
year
71%](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Research Awards Winners – Digital Advertising Formats winner – Moving Pictures: The Persuasive Power of Video, Facebook
- 1. Moving Pictures: The Persuasive Power of Video October 2017 G R E T A B A I S C H , E M E A M A R K E T I N G S C I E N C E , F A C E B O O K
- 2. Source: “Video in Mobile Feed” by Kantar Media (Facebook IQ-commissioned study of 1,999 people ages 18+ in AE and UK who watch short-form [under 10 minutes] online video at least monthly), May 2016. 2 people across the UK and the UAE People are watching more video than ever say their online video viewing has increased over the past year 71%
- 3. 3 Methodology: A three-pronged approach across the UAE and UK Among people who watch short-form online video at least monthly Eye-tracking and facial coding in people’s personal feeds 114 people ages 18–30 L AB E X P E R I M E N T To surface macro-trends in people’s viewing behavior 1,999 people ages 18+ I N - D E P T H S U RV E Y Around participants’ video consumption habits 114 people ages 18–30 I N - P E R S O N I N T E RV I E W S
- 4. Experiment • In-lab sessions driven by biometric analysis of browsing experience 4
- 5. 5 We identified five factors contributing to the rapid rise of online video 1. Smartphones 2. Shorter attention spans 3. Binge-watching 4. Importance of context 5. Thrill of novelty KEY FINDINGS
- 6. Source: “Video in Mobile Feed” by Kantar Media (Facebook IQ-commissioned study of 1,999 people ages 18+ in AE and UK who watch short-form [under 10 minutes] online video at least monthly), May 2016. 6 Smartphones are fueling the growth of online video 1.50xmore likely to watch video daily on mobile than on a computer People are In bed after waking up 67% In bed before sleeping 62% At work (on breaks) 67% While on vacation % While queuing 73% While commuting 70% While shopping 72% On average among people surveyed across the UAE and UK
- 7. Source: "Video in Mobile Feed" by Kantar Media (Facebook IQ-commissioned study of 1,999 people ages 18+ in AE and UK who watch short-form [under 10 minutes] online video at least monthly), May 2016. Unless otherwise stated, numbers are on average across AE and UK. 7 On average among people surveyed across the UAE and UK Attention seems to be getting shorter 72% prefer to watch videos under 10 mins Avg
- 8. Source: "Video in Mobile Feed" by Kantar Media (Facebook IQ-commissioned study of 1,999 people ages 18+ in AE and UK who watch short-form [under 10 minutes] online video at least monthly), May 2016. Data is on average across AE and UK. 8 On average among people surveyed across the UAE and UK Making the most of the time we have: Mobile may be a remedy Nearly 1 in 2find it easier to focus when watching videos on mobile
- 9. seconds 2.5 seconds 1.7 Source: Facebook data, Q3 2015. 9 People consume content faster in mobile feeds
- 10. 10 Especially among Millennials surveyed across the UAE and UK Binge-watching is officially second nature Source: "Video in Mobile Feed" by Kantar Media (Facebook IQ-commissioned study of 1,999 people ages 18+ in AE and UK who watch short-form [under 10 minutes] online video at least monthly), May 2016. Data is on average across AE and UK. 61% of Millennials surveyed say they binge-watch large numbers of video clips in row 58% do so without even consciously realizing it
- 11. Source: “Video in Mobile Feed” by Kantar Media (from Facebook IQ-commissioned research lab of 114 people ages 18-30 in AE and UK who watch short-form [<10 minutes] online video [ads and non-ads] at least monthly), May 2016, using Affectiva facial emotional coding measure of Joy founded on EMFACS research conducted by Ekman & Friesen of UC Berkeley. Data is on average across AE and UK. 11 Across the UK and UAE, video on Instagram inspires 1.80xhigher levels of joy among viewers than the same content across other platforms 66% say they like to discover videos related to things they’ve watched before agree the platforms they watch videos on are good at recommending branded videos for 45% Context counts
- 12. 12 Novelty is irresistible visual formats like video capture people’s attention 5x longergazing at video than static content across Facebook and Instagram People spend Source: “Video in Mobile Feed” by Kantar Media (from Facebook IQ-commissioned research lab of 114 people ages 18-30 in AE and UK who watch short-form [under 10 minutes] online video [ads and non-ads] at least monthly), May 2016.
- 13. 13 What it means for marketers Create video for mobile Make it short and sweet Build to surprise and delight
- 14. 14 Thank you
Editor's Notes
- AE 79% UK 64% We wanted to understand what’s driving the rapid rise of online video and what it means for marketers.
- To give a bit more detail on the experimental stage we wanted to understand the experience and attention levels with video when people were using their phones and in their own feeds in as naturalistic setting as possible. Asking people to describe their experience would break this experience and it would be difficult for recruits to accurately describe what is implicit so using our biometric eye-tracking, GSR, facial emotional coding we can uncover these insights while our recruits get on with their browsing experience. Further explanation of the lab set-up to go here, including flagging it is not just ads that we tested…
- AE 1.40x UK 1.20x Where people surveyed say they watch online video: While waiting/in line 73% (AE 74% / UK 70%) When shopping 72% (AE 73% / UK 69%) While commuting 70% (AE 72%, UK 67%) In bed after waking up 67% (AE 73% / UK 59%) At work (during breaks) 67% (AE 71% / UK 61%) With friends 66% (AE 73% / UK 58%) At school/college 65% (AE 68% / UK 60%) In bed before going to sleep 62% (AE 70% / UK 52%) On vacation 61% (AE 65% / UK 56%)
- AE 77% UK 67%
- Almost half of people surveyed (46%) find it easier to focus on videos when watching on their mobile device—and this is even more true (1.20x) for Millennials (55%). AE: 64% (Millennials 67%) UK: 28% (Millennials 38%)
- In addition to consuming content more frequently on mobile, people they’re also consuming it faster. Across all demographics, our testing has found that people consume content in feed faster on mobile devices than on desktop computer—1.7 seconds vs. 2.5 seconds. We also found that scrolling speed varies by age, with younger people moving more quickly through their feeds. The interesting thing here is that, while it may seem counter to what you would expect, people are not only consuming content quickly, they’re also retaining it quickly. According to independent Fors-Marsh tests, people can recall mobile news feed content at a statistically significant rate after only 0.25 seconds of exposure. What that means is that content viewed quickly can still break through and be memorable.
- AE: 65% of Millennials surveyed say they binge-watch large numbers of video clips in row, and 60% do so without even consciously realizing it. UK: 54% of Millennials surveyed say they binge-watch large numbers of video clips in row, and 54% do so without even consciously realizing it.
- Why are visual formats like video a huge part of our mobile experience? Because in today's tl;dr culture, video is able to communicate ideas and emotions fast and effectively. Think about Buzzfeed recipes videos, or videos that are used to explain complex scientific or political processes. They’re entertaining and they work. We recently ran a study that shows that video re-engages people with content as they scroll down the news feed. People spend 5x longer looking at video than static content across Facebook and Instagram This has implications not only for people but for marketers. We believe that these visual, expressive formats will change the way that we tell our brand story, introduce our products to people. Across the UK and UAE, a cinemagraph on Instagram can capture people’s gaze for 2.20x longer than a static image
- Make video for mobile. Attention may seem scarce, but mobile could be the antidote: Almost half of people surveyed found it easier to pay attention to video when viewed on a smartphone. Inject irresistible, mobile-optimized creative into people's feeds to ignite shopper action. Make it short and sweet. More than 1 in 3 people surveyed say that seeing the logo of a brand they like could get them to stop scrolling and watch. Be sure to capture attention quickly and feature your brand and key messaging up front. (And if you do that well, you may even get multiple opportunities to connect with your target consumer thanks to the rise of binge-watching). Make video to surprise and delight. Our research revealed that people's eyes cannot resist new, immersive and moving formats, gazing 5x longer at video than static content and 40% longer at 360 video than standard video.[3] To create connections that count, experiment with new formats, making use of movement and immersion—from Live video to 360 video (learn how) to VR experiences—to find out what works best for your brand and campaign objectives.