Nearly Half Of Audiences Watch Video On Digital Devices, But Hate Digital Ads

Nearly Half Of Audiences Watch Video On Digital Devices, But Hate Digital Ads
SHARE
THIS



Multiscreen users in Australia now spend 46 percent of their video viewing time on digital screens, but remain less receptive to digital ads, according to a new global report from Millward Brown.

AdReaction: Video Creative in a Digital World examines video use and creative response across screens and the impact for marketers based on responses from more than 13,500 consumers across 42 countries.

Although slightly behind the 50 per cent global average for watching video on digital screens, Australia outpaces the global average for On Demand TV, consuming 51 minutes a day, a sizeable 14 minutes ahead of the global average of 37 minutes – contributing to the TV video viewing figure.

The report found that multi-screen users aged 16-45 in Australia watch nearly three hours 20 minutes(or 198 minutes) of video each day (vs. the global average of 204 minutes). The greatest amount of time spent daily was in Nigeria with 4.5 hours, with Hungarians reporting the least amount of time spent at 2.5 hours a day.

In Australia, multi-screen users watch 57 minutes of Live TV (global 66 minutes), with On Demand next at 51 minutes (global 37 minutes). Smartphones accounted for 36 minutes of viewing (global 45 minutes) with laptops at 31 minutes (global 37 minutes) and tablets ahead of the global average at 23 minutes (global 20 minutes). While digital presents a significant advertising opportunity for marketers, receptivity to digital video ads is much lower at 19 percent (global 19 percent favourable) than for Live TV ads at 24 percent favourable (global 29 percent favourable) and On Demand at 21 percent (global 21 percent favourable).

“Brands need to develop creative assets that suit the device and context that the ad will be viewed on to get the best out of video campaigns,”said Mark Henning, head of media and digital, Millward Brown AMAP. “Context is critical for success and it is no longer acceptable to apply TV thinking to digital channels. The consumer preferences and behaviours revealed by the AdReaction study provide a useful roadmap for marketers who are looking to maximise impact with their audience at scale across multiple devices.”

The study identified a number of opportunities for marketers to drive video creative effectiveness and success:

  •  People are receptive to targeting, but don’t want to be stalked. AdReaction Video found that consumers are most receptive to video ads targeted based on their interests (41 percent globally and 38 percent in Australia) or preferred brands (40 percent globally and 42 percent in Australia) and least receptive to ads based on their web browsing history (25 percent globally and 23 percent in Australia). Sensitive application of targeting is likely to work best.
  • Context matters. With negativity toward video ads on smartphones at 49 percent globally and 50 percent in Australia, advertisers need to earn the right for attention. Twenty-nine per cent of consumers globally said they were less likely to skip, and pay more attention to, online video ads that offer rewards, and they were most receptive to skippable and click-to-play ad formats that provide control over what they see.
  • Content is still king. AdReaction Video findings indicate the need to consider digital early in the creative process, with an eye toward optimisation across screens. And while skippable formats are a creative challenge, they are worth the focus; aim for early impact.

Additional findings from AdReaction Video include:

  • Consumers feel that they have more control over digital ads than TV ads, with the majority believing the laptop gives them the most control (63 percent globally and 53 percent in Australia).
  • Skippable pre-rolls (34 percent favourability globally and 34 percent in Australia) and skippable mobile pop-ups (31 percent globally and 37 percent in Australia) are viewed much more favourably than mobile app pop-ups (14 percent globally and 11 percent in Australia) and non-skippable pre-rolls (15 percent globally and 13 percent in Australia). The most popular ad format is mobile app reward videos (49 percent globally and 45 percent in Australia).
  • Consumers are slightly more receptive to viewing video ads while at home (28 percent globally and 26 percent in Australia) vs. while at work (21 percent globally and 21 percent in Australia).

 

Please login with linkedin to comment

Latest News

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X
  • Campaigns

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X

Apple has gone for a simple but highly effective campaign to promote the selfie taking ability of its new iPhone X, employing boxing great Muhammad Ali’s famous 1963 “I Am The Greatest” speech. The ad shows simple selfie photos taken by the phone as Ali’s hubris plays over the top. Ironically, the ad plays on the narcissism of […]

by B&T Magazine

B&T Magazine
Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]