Nearly Half Of Audiences Watch Video On Digital Devices, But Hate Digital Ads
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
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.