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Digital video: Yes; Digital advtg: Not so much – Report

Multiscreen users across Asia Pacific, Africa and the Middle East (AMAP), spend more time watching video on digital screens than they do on TV, and yet remain less receptive to digital advertising, reflects a new 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.

The study found that multiscreen consumers between the ages of 16-45 across 17 key AMAP countries spend 220 minutes a day watching video across TV (live or on-demand), Laptop, Tablet or Smartphone. Fifty-six per cent of their video consumption is on digital screens (smartphone, laptop or tablet).

The global average for video viewing time was 204 minutes a day, but AMAP multiscreen users are heavier consumers of video on all screens apart from on-demand TV services.

Nigeria led the world as the most video exposed market at 4.5 hours per day, with Hungary the least video friendly market at just 2.5 hours a day. Seven markets in AMAP (Nigeria, Malaysia, Thailand, Vietnam, China, Philippines and Taiwan) were amongst the top 10 multiscreen video consumers, all with close to 4 hours or more of consumption per day.

The study, based on responses from 16-45 year old multiscreen users, is designed to help marketers understand how, where and why people view video, when consumers are open to advertising and which creative approaches work best on each screen.

The study reiterates the immense opportunity offered by digital video in AMAP markets.

AMAP consumers are generally more receptive to advertising messages in their video content than their global counterparts, however ads in Live TV still fare best. 38 per cent of AMAP multiscreen consumers were favourable to ads on Live TV (29 per cent globally), compared to 29 per cent in on-demand TV (21 per cent globally), and 26 per cent on tablets, laptops and smartphones (19-20 per cent globally).

“In many AMAP markets, it is now possible to reach consumers at scale through multiple video channels but brands need to learn the new rules of video advertising and understand that consumer receptivity changes by market, by device and by platform. The learnings from AdReaction Video will help marketers create content that consumers love for the right device and the right time. AMAP consumers may be more receptive to advertising than in some global markets but getting digital advertising right remains critical for marketers,” said Mark Henning, Head of Media and Digital, Millward Brown AMAP.

AdReaction Video 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 per cent globally and 46 per cent in AMAP) or preferred brands (40 per cent globally and 45 per cent in AMAP) and least receptive to ads based on their web browsing history (25 per cent globally and 29 per cent in AMAP). Sensitive application of targeting is likely to work best.

Context matters. With negativity toward video ads on smartphones at 49 per cent globally and 37 per cent in AMAP, advertisers need to earn the right for attention. Around 29 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:
#1. 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% globally and 68% in AMAP)
#2. Skippable pre-rolls (34% favourability globally and 39% in AMAP) and skippable mobile app
pop-ups (31% globally and 38% in AMAP) are viewed much more favourably than nonskippable
mobile app pop-ups (14% globally and 19% in AMAP) and non-skippable pre-rolls
(15% globally and 19% in AMAP). The most popular ad format is mobile app reward videos
(49% globally and 52% in AMAP).

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.