New research sheds light on how brands can get the best out of video in a digital world where multi-screen users a less receptive to advertising than on traditional TV. Colmar Brunton and parent company Millward Brown have joined forces to produce AdReaction Video Creative in a Digital World, which delivers insights into video viewing behaviour in New Zealand and around the world.
Colmar Brunton media & digital account director Kerri Tait says the findings 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.
“Kiwis are viewing video on multiple screens and they spend as much time watching online video (particularly mobile video) as they do watching TV,” Tait says.
The AdReaction survey reveals that Kiwis view video for just over three hours per day with half of that on TV (31% live and 19% on demand). The other half is digital video mainly via PCs and laptops.
“But while TV advertisements are generally accepted as part of the furniture, many people do not like digital video ads so the industry has plenty of work to do,” Tait says.
“What’s more, many online advertisements are skippable, giving marketers as little as three seconds to engage viewers and prevent them from skipping.”
She says the introduction of Netflix and greater on demand choices have opened up viewing options for New Zealanders and they are embracing the flexibility of where and when to watch.
“But just as audiences increasingly expect to be in control of where and when they watch video, they want greater control over ad exposure. In fact they are more likely to be receptive to advertising when they are given control, such as the option to skip – but that doesn’t mean they won’t skip.”
Tait says context is also important as audiences are more inclined to react positively to targeted advertising based on their interests and the types of brands they follow but less favourably towards targeting based on web browsing history or social media profile.
“Attitudes toward targeting are less positive when it feels like stalking. Relevant is good. Spooky is too much.,” she said.
“A key learning from the survey is that advertising receptivity is related to effectiveness but they are not the same thing. What makes a campaign effective the digital world is the combination of creative effectiveness (content). Receptivity (context) and reach (the right people).”
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