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).

 

Latest News

Final Call! Late Entries For Women In Media Close Tomorrow!
  • Media

Final Call! Late Entries For Women In Media Close Tomorrow!

We warned you last week that on-time entries were closing for the 2018 Women in Media Awards in August. Which means it’s the eleventh hour – and late entries are closing tomorrow! We don’t want to be dramatic, but this is your last chance to even have a shot of winning one of our coveted […]

by B&T Magazine

B&T Magazine
Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
YouTube Re-entices Advertisers With Creative Ad Tool
  • Campaigns
  • Technology

YouTube Re-entices Advertisers With Creative Ad Tool

YouTube is attempting to woo advertisers back to the content sharing platform, with a new tool which enables companies to measure the success of an ad campaign in real time. Called ‘Creative Suite’, the tool was debuted at Adweek by YouTube managing director of global solutions Debbie Weinstein. According to Wienstein, Creative Suite will offer […]

Women In Media Profile: Kerry Field
  • Media

Women In Media Profile: Kerry Field

Mindshare's Kerry Field sips at B&T's elixir of truth that's probably better known as our Women in Media profiles.

Nine Study: Women In The Drivers Seat When It Comes To Car Purchases
  • Marketing

Nine Study: Women In The Drivers Seat When It Comes To Car Purchases

Despite an outdated stereotype around men and cars, new research has highlighted how different the automotive buying journey is for females and males, providing fresh insights for brands into how best to target their marketing efforts within this space. The new study – Women In The Driving Seat – commissioned by Nine’s strategic client solutions […]

by B&T Magazine

B&T Magazine
News.com Unveils Tongue-In-Cheek Campaign Via Bohemia
  • Advertising
  • Campaigns

News.com Unveils Tongue-In-Cheek Campaign Via Bohemia

News Digital Networks Australia managing director Julian Delany today announced that leading online news source news.com.au has launched a new consumer campaign. The campaign, created in partnership with Bohemia Group, evolves the brand’s proposition by using colour to unite contrasting stories that reflect the news cycle. Aligning news with pop culture, the colourful animated creative […]

Sunrise Responds To Stefanovic’s Logies No-Show Taunts
  • Media

Sunrise Responds To Stefanovic’s Logies No-Show Taunts

He might be more famous for getting drunk at them, but Today host Karl Stefanovic has lashed those who are choosing to boycott the Logies that are coming up in 10 days’ time. Yesterday, Stefanovic used an appearance on his breakfast program to call out his rivals at Sunrise who’ve apparently chosen to give the annual gong-fest […]

by B&T Magazine

B&T Magazine
Sir John Hegarty Likens Cannes Scams To Doping
  • Advertising
  • Campaigns

Sir John Hegarty Likens Cannes Scams To Doping

Industry veteran and founder of TBWA Sir John Hegarty has spoken about fake Cannes Lions submissions during Adweek’s Creative 100 party. Talking about the multitude of “Cannes Scams”, Hegarty said it was “relentless”. Adding, “It’s a bit like drugs in sport … as people find new ways of trying to hold it back, people will […]

Aussie Millennials More Keen On Crypto Than Loyalty Points
  • Marketing

Aussie Millennials More Keen On Crypto Than Loyalty Points

The sixth annual loyalty research study for love or money 2018 reveals Australian Millennial’s are the most interested in earning cryptocurrency rewards instead of loyalty points. Commissioned by The Point of Loyalty, for love or money 2018 – the Australian research study on customer loyalty and loyalty programs, highlights that 36 per cent of members of loyalty […]

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

MercerBell has enriched its data capabilities with two new hires, Alistair McCall (right in photo) as data strategy director and Sophia Zhou (left) as data analyst. McCall’s extensive data career includes senior roles within Woolworths, Optus and Vodafone where he developed advanced analytics solutions designed to provide high quality customer experiences. He is working with […]

Nine Easy Hacks To Increase Your Google Ranking
  • Opinion

Nine Easy Hacks To Increase Your Google Ranking

In this guest post, head of strategy at SEO Shark, Davide Defendi, offers his top nine search engine hacks for brands to increase their Google ranking… 1.       Get your URL on reputable sites Back links can have a significant positive impact on a site’s search engine ranking, especially if those sites receive considerable traffic. An effective way to get your […]

Opinion

by B&T Magazine

B&T Magazine
Cannes Entries And Attendance Down More Than 20%
  • Advertising

Cannes Entries And Attendance Down More Than 20%

The amount of entries and paying attendees at this year’s Cannes Lions Festival of Creativity has reduced dramatically since 2017. Last year, more than 41,000 entries were submitted into Cannes, this year that number has dropped to 32,372. The number of attendees echoes this drop. While the decrease is noticeable, many are pointing to Publicis […]

Natalie Joyce Tells Her Side In (Free) Interview With Bauer’s Women’s Weekly
  • Media

Natalie Joyce Tells Her Side In (Free) Interview With Bauer’s Women’s Weekly

Bauer Media’s July edition of The Australian Women’s Weekly (out today) carries an exclusive interview with Natalie Joyce, the former second lady, who opens up about the breakdown of her marriage and the events that have taken place in the past two years. It’s understood Joyce wasn’t paid for the interview and it was done before her husband’s now infamous […]

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Honey Birdette To Launch Instant Crush Campaign Via Live Stream From NYC
  • Campaigns

Honey Birdette To Launch Instant Crush Campaign Via Live Stream From NYC

Racy Australian lingerie label Honey Birdette has unveiled its new campaign, Instant Crush. Photographed on Hong Kong, the campaign stars model Miki Hamano, adorned in the labels latest and most provocative styles as she checks into a neon-lit hotel suite for a one-night affair. Featuring nine new collections in a decadent colour palette of deep purple, black […]

by B&T Magazine

B&T Magazine
SBS To Broadcast All Of The World Cup Group Stage, As Optus Agrees To Reimburse Customers
  • Media

SBS To Broadcast All Of The World Cup Group Stage, As Optus Agrees To Reimburse Customers

SBS and Optus have “mutually agreed” that SBS will  broadcast the remainder of the World Cup group stage up until Friday 29 June. Optus had paid subscriber rights to many of the group stage games, yet technical faults have plagued its streaming service, infuriating viewers and forcing even the prime minister himself to intervene. SBS CEO, Michael Ebeid, said: “The FIFA World Cup is the absolute […]

by B&T Magazine

B&T Magazine
Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]