Nigeria Leads Multiscreen Video Viewing Globally: Study

Nigeria Leads Multiscreen Video Viewing Globally: Study

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, found ‘AdReaction: Video Creative in a Digital World’, a report from Millward Brown that examines video use and creative response across screens and the impact for marketers.

The study analyzed multiscreen use and behavior among more than 13,500 consumers across 42 countries 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 found that globally, among multiscreen users ages 16-45, videos are viewed for more than three hours daily. 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 is on TV, one-third is now conducted via mobile devices 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).

In the Middle East region, Saudi Arabia was part of the survey. Multiscreen users in the kingdom spend over 3.5 hours watching videos. Of this Live TV and On Demand TV average at 45 minutes. The highest viewing of videos comes on Smartphones (72 minutes) and the remainder is viewed on laptops or PCs.

“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. 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,” said Duncan Southgate, Millward Brown’s Global Brand Director for Digital.

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 receptive) or preferred brands (40 per cent receptive) and least receptive to ads based on their web browsing history (25 per cent receptive). Even though web-browsing behavior may drive interest-based targeting, this implies that sensitive application of targeting is likely to work best.

Context matters. With negativity toward video ads on smartphones at 49 per cent, advertisers need to earn the right for attention. Twenty-nine 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 optimization across screens. And while skippable formats are a creative challenge, they are worth the focus; aim for early impact.

Additional key findings from AdReaction include:

  • Digital’s share of total video minutes is higher (56 per cent) among 16-24 year olds and lower (43 per cent) among 35-45 year olds.
  • 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 per cent). This explains their irritation by online ad formats which fail to respect this control.
  • Skippable pre-rolls (34 per cent favorability) and skippable mobile pre-rolls (31 per cent) are viewed much more favorably than mobile app pop-ups (14 per cent) and non-skippable pre-rolls (15 per cent). The most popular ad format is mobile app reward videos (49 per cent favorable).
  • Consumers are slightly more receptive to viewing video ads while at home (28 per cent) vs. while at work (21 per cent).

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