VIDEO CREATIVEIN A DIGITAL WORLD

INTERACT Lisbon 2016

2

AdReaction: Video Creative in a Digital WorldSurvey research was conducted in 42 countries (19 countries in Europe) among 13,500+

16-45 year old Multiscreen users.Parallel copy testing research (TV vs. online vs. mobile) was conducted for 20 ads in

eight countries.

www.millwardbrown.com/adreaction

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Everyone is talking about Video…

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We are certainly all doing it!Video viewing time – all screens

3 ½ hours daily consumption

3 hours of daily consumption

GLOBAL

EUROPE

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5

Video views are truly cross device…

GLOBAL

EUROPE

32 18 18 10 22

34 19 19 9 19

Around 50% of all video viewing

on a digital device

Live TV On Demand TV Laptop Tablet Smartphone

Share minutes (%)

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But brands are struggling to cross the device.

-100 -80 -60 -40 -20 0 20 40

-46

-57

-57

-57

-61

21

14

14

13

13

NEGATIVE % POSITIVE %

Live TV

On Demand TV

Laptop

Tablet

Smartphone

NET (+ve minus –ve)

-25

-43

-43

-44

-48

Video advertising receptivityEurope

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How do we agree the best deal with our consumers…

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A greater feeling of control leads to better receptivityLogit Transformed r2=0.55; r=0.74 (95% Confidence Band)

Ad

Rec

eptiv

ity

Control30 40 50 60

10

20

30

40

50

France

Poland

Czech Republic

NetherlandsDenmark

SwedenChina

Canada (French)Australia

Finland New Zealand

UK (English)Canada

Germany

HungaryNorway

Slovakia

Russia

SpainGreece

ArgentinaVietnamUS

South AfricaIreland Japan

ColombiaItaly

TurkeyHong Kong

KenyaSaudi Arabia

India

TaiwanSouth Korea

ThailandMalaysia

Brazil

Mexico

Nigeria

Philippines

Indonesia

European countries

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-100 -80 -60 -40 -20 0 20 40

-29

-41

-39

-47

-42

-60

-67

-68

-63

47

29

25

25

23

14

12

11

10

Greater “control” formats are viewed more positivelyNEGATIVE % 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

Mobile app pop-up

In-banner auto-play

+18

-12

-14

-22

-19

-46

-55

-57

-53

Video format receptivityEurope

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Getting the creative right

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The online video world is very complex

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DON’T JUSTCOPY AND PASTEYOUR TV AD

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Beware of the cliff…

Vie

wer

sha

re (%

)

Duration of ad (seconds)

Video playback behaviour

0 10 20 30 40 50 60 70 80

100

90

80

70

60

50

40

30

20

10

0

Pattern for YouTube skippable pre-roll and Facebook auto-play

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How can you delay the skip?

36

29

27

26

26

24

21

20

16

15

%It is funny or humorous

It's for a category that I'm interested in

Gives me something in return (coupon, reward points)

It's for a brand that I'm interested in

Something intriguing happens in the first few seconds

Features music that is appealing to me

Is visually appealing or has great design

Contains a person or a character that I'm interested in

Is something I haven't seen before

Is something I've seen before and liked

Reasons not to skipEurope

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Capture attention right from the start

GERMANY

AUSTRALIA

AUSTRALIA

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Integrate the brand in the first few seconds

GERMANY USA

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Be mindful of the click-to-play challenge…

Vie

wer

sha

re (%

)

Duration of ad (seconds)

Video playback behaviour

0 10 20 30 40 50 60 70 80

100

90

80

70

60

50

40

30

20

10

0

Facebook click-to-play

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The first frame is key

UKUSA

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Videos need to be branded with smaller mobile screen sizes in mind

GERMANY AUSTRALIA

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Keep it short – especially for the young

GERMANY AUSTRALIA

USA

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21 #AdReaction @millward_brown

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Back to the age of the silent movie?

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To maximize your chances of video creative success, think:

Right Content

Right Context

Right Person

Beyond TVTargeting matters

Assume resistanceEmbrace control

Work with the skipAssume adaptation

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COORDINATE Creative Strategies across Platforms

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Thank you!

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Thank you!