int2016 - millward & brown - ariane langsfeld - video creative in a digital world
TRANSCRIPT
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VIDEO CREATIVEIN A DIGITAL WORLD
INTERACT Lisbon 2016
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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
#AdReaction @millward_brown
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Everyone is talking about Video…
#AdReaction @millward_brown
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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
#AdReaction @millward_brown
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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 (%)
#AdReaction @millward_brown
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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
#AdReaction @millward_brown
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How do we agree the best deal with our consumers…
#AdReaction @millward_brown
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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
#AdReaction @millward_brown
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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
#AdReaction @millward_brown
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Getting the creative right
#AdReaction @millward_brown11
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The online video world is very complex
#AdReaction @millward_brown
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
#AdReaction @millward_brown
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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
#AdReaction @millward_brown
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Capture attention right from the start
GERMANY
AUSTRALIA
AUSTRALIA
#AdReaction @millward_brown
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Integrate the brand in the first few seconds
GERMANY USA
#AdReaction @millward_brown
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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
#AdReaction @millward_brown
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The first frame is key
UKUSA
#AdReaction @millward_brown
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Videos need to be branded with smaller mobile screen sizes in mind
GERMANY AUSTRALIA
#AdReaction @millward_brown
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Keep it short – especially for the young
GERMANY AUSTRALIA
USA
#AdReaction @millward_brown
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Back to the age of the silent movie?
#AdReaction @millward_brown
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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
#AdReaction @millward_brown
COORDINATE Creative Strategies across Platforms
#AdReaction @millward_brown
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Thank you!
#AdReaction @millward_brown
Thank you!