With more options to view content, multi-screen users across Asia Pacific spend more time watching video on digital screens than they do watching video on TV. Yet, users still remain less receptive to digital advertising as compared to TV, according to a report from Millward Brown.
Consumers in Africa, Middle East and Asia Pacific (AMAP) are generally more receptive to advertising messages in their video content than their global counterparts, however ads on TV still fare best.
Nearly 38% of AMAP multi-screen consumers favour ads on live TV, compared to 29% in on-demand TV, and 26% on tablets, laptops and smartphones.
While the study, ‘AdReaction Video’, demonstrates the huge opportunity offered by digital video in Asia Pacific, Africa and the Middle East (AMAP ) countries, it also provides insights into what works for brand marketers.
It identified a number of opportunities for marketers to drive digital 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% globally and 46% in AMAP) or preferred brands (40% globally and 45% in AMAP) and least receptive to ads based on their web browsing history (25% globally and 29% in AMAP). Sensitive application of targeting is likely to work best.
With negativity toward video ads on smartphones at 49% globally and 37% in AMAP, advertisers need to earn the right for attention. 29% of consumers globally said they were less likely to skip, and pay more attention to, online video ads that offer rewards. These consumers were most receptive to skippable and click-to-play ad formats that provide control over what they see.
Content is still king
The 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, thus, marketers should aim for early impact.
Consumers also feel that they have more control over digital ads than TV ads, with the majority believing the laptop gives them the most control.
Skippable pre-rolls and skippable mobile app pop-ups are viewed much more favourably than non-skippable mobile app pop-ups and non-skippable pre-rolls. The most popular ad format is mobile app reward videos, according to the findings.
The study found that multi-screen 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. Nearly 56% 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 multi-screen users are heavier consumers of video on all screens apart from on-demand TV services.
Seven markets – Malaysia, Nigeria, Thailand, Vietnam, China, Philippines and Taiwan- were amongst the top 10 multiscreen video consumers, all with close to four hours or more of consumption per day.
In many AMAP markets, marketers are able to reach consumers at scale through multiple video channels.
Still, brands need to learn the new rules of video advertising and understand that consumer receptivity changes by market, by device and by platform, Mark Henning, head of media and digital, Millward Brown AMAP, said.
“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,” he added.
The report, ‘AdReaction: Video Creative in a Digital World’ examined 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, based on responses from 16-45 year old multi-screen 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.