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Seara YP - Trenduri 2016 - Daniel Enescu (Daedalus Millward Brown)
1) The document discusses trends in digital advertising based on a survey of 13,000 multiscreen users across 42 countries including 300 respondents in Romania. 2) It finds that people spend most of their screen time on mobile devices yet mobile advertising spending still significantly trails this share. 3) Key trends disrupting communication are mobility, consumer desire for control over their media experiences, and rise of ad blocking software. The document provides recommendations for video advertisers to optimize ads across devices in this changing environment.
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Seara YP - Trenduri 2016 - Daniel Enescu (Daedalus Millward Brown)
- 1. VIDEO CREATIVE IN ADIGITAL WORLD #AdReaction @MillwardBrownRO /MillwardBrownRomania
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- 3. #AdReaction AdReaction Video: 42 countries(19 in Europe), 13,000+ Multiscreen Users Multiscreen users = 16 – 45 y.o who own, or have access to, (1) a TV and (2) a smartphone and/or tablet. Romania sample size = 300 respondents 3
- 4. #AdReaction Three Trends to DisruptCommunication as We Know
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- 6. #AdReaction Share of totalscreen minutes bears no relation to media spend Daily Screen Share (%) Minutes Romania media spend 83 79 16 16 2 5 2015f 2018f 6 Q: Which of the following did you do yesterday? 24 27 49 2015 Source: Mindshare This Year Next Year report/GroupM, 2015 MOBILE (Smartphone + Tablet) TV COMPUTER Mobile media spend, although projected to increase within 3 years time, significantly trails share of screen time.
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- 8. #AdReaction 8 Control is themain driver of ad receptivity Adreceptivity Control European countries 30 40 50 60 10 20 30 40 50 Logit Transformed r2=0.55; r=0.74 (95% Confidence Band) 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 Romania Romania
- 9. #AdReaction 9 Given importance ofcontrol, it makes sense that skippable video formats are preferred -15 -26 -14 -29 -33 -35 -51 -50 -55 62 50 49 42 41 32 26 24 21 -100 -50 0 50 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 +47 +24 +35 +13 +8 -3 -25 -26 -34 Q: How would you characterize your attitude towards the following formats of online video advertising? Global (+26) (+1) (+2) (-6) (-6) (-33) (-45) (-40) (-47) ()Global average
- 10. #AdReaction 10 People are more receptive tobranded videos that are not advertising Q: Beyond advertising, how would you characterize your attitude towards the following formats of online video? -6 -8 -11 -10 -7 -12 71 66 61 59 51 50 -70 -50 -30 -10 10 30 50 70 NEGATIVE POSITIVE NET (+ve minus –ve) Tutorial videos Expert review videos User review videos Shopping videos Website videos Online celebrity videos 65 58 50 49 44 38 Global (55) (41) (39) (25) (24) (24) ()Global average
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- 13. #AdReaction How can marketersoptimize video ads across screens and avoid having viewers skip them? 13
- 14. #AdReaction 14 Beware the cliff Evenwith highly engaging ads, many skip away as soon as they can. 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
- 15. #AdReaction 15 Focus on skip resistance… Increaseconsumer engagement by capturing attention in the first few seconds. IGA and Nestlé ads had better audience retention because of their strong content in the first few seconds of the ad. AUSTRALIA AUSTRALIA
- 16. #AdReaction 16 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
- 17. #AdReaction 17 Consider length and integratethe brand in the first few seconds Shorter ads are more likely to keep people to the end. 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 half of your audience. This Maggi ad is a good example of immediate branding. GERMANY USA
- 18. #AdReaction 18 The click-to- play challenge Ifgiven a choice, most consumers don’t click-to-play. 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
- 19. #AdReaction 19 Getting the click For click-to-play,the initial frame and the introductory text is crucial: it needs to be creatively engaging. This is a good example. USA
- 20. #AdReaction 20 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
- 21. #AdReaction 21 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
- 22. #AdReaction VIDEO CREATIVE IN ADIGITAL WORLD Thank you! #AdReaction @MillwardBrownRO /MillwardBrownRomania Daniel.Enescu@MillwardBrown.ro
Editor's Notes
- #4 Very broad & detailed piece of research
- #5 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. 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?
- #6 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. 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?
- #7 Timp total petrecut pe fiecare device Table 16 MNQ8. Summary of means (including Not Answered): Time spent yesterday Base: All respondents Question: Which of the following did you do yesterday? Watch television Use the Internet on a laptop or PC Use the Internet on a smartphone Use the Internet on a tablet None of these Table 16 MNQ8. Summary of means (including Not Answered): Time spent yesterday
- #8 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. 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?
- #9 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. 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?
- #10 Positive = sum of very positive and somewhat positive Negative = sum of very negative and somewhat negative 5 point scale: Very positive, Somewhat positive, Neutral, Somewhat negative, Very negative Beyond rewards-based ads, audiences prefer formats that give them some control of their viewing, like skippable & click-to-play. Simlarly to targeting, the Romanian audience is more positive than the global average towards any kind of ads.
- #11 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. Positive = sum of very positive and somewhat positive Negative = sum of very negative and somewhat negative 5 point scale: Very positive, Somewhat positive, Neutral, Somewhat negative, Very negative
- #12 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. 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?
- #18 While this Beggin’ ad was loved, for some it was too long.