Multiscreen users spend the same amount of time viewing video on TV as they do on digital platforms, yet remain less receptive to digital ads, according to a new report from Millward Brown.
The study, released today, analyses multiscreen use and behaviour among more than 13,500 consumers across 42 countries and also includes learning from parallel copy testing conducted across TV, online video and mobile video ads. 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.
The study found that globally, among multiscreen users ages 16-45, videos are viewed for more than three hours daily (204 minutes on average). 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. While half of this video viewing (102 minutes) is on TV, one-third is now conducted via mobile devices (45 minutes smartphone, 20 minutes tablet), and the remainder (37 minutes) is viewed on laptops or PCs. While digital presents a significant advertising opportunity for marketers, receptivity to digital video ads is much lower (19 percent favorable) than for live TV ads (29 percent favorable).
“While video is now available on myriad screens, applying TV thinking to digital content and placement is simply not acceptable, and consumers expect more from online advertisers,” comments Duncan Southgate, Millward Brown’s Global Brand Director for Digital. “By exploring behaviors and preferences related to screens and advertising, AdReaction Video provides a roadmap to help marketers build effective media plans and creative approaches that target the right people in the right context with the right content.”