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  • Millward Brown 2015

    GETTING DIGITAL VIDEO RIGHT 2015

  • Millward Brown 2015

    VIDEO VIEWING A PART OF OUR DAILY LIFE AND HALF OF TOTAL SCREEN TIME

    HK 62%

    VIDEO 223 MINUTES

    56%

    OTHERS 172 MINUTES

    44%

    Source: Millward Brown Ad Reaction 2015

    SCREEN TIME 395 MINUTES

    TOTAL

    APAC

  • Millward Brown 2015

    MORE THAN

    HALF OF VIDEO VIEWS ON DIGITAL SCREENS

    Source: Millward Brown Ad Reaction 2015

    HK EVEN

    HIGHER

    66% 44 19 11 26

    99 42 25 57

    APAC

    EXPOSURE

    (MIN SPENT

    YESTERDAY)

    SHARE OF

    EXPOSURE %

  • Millward Brown 2015

    DO CONSUMERS WANT TO SEE BRANDS ONLINE?

    DIGITAL VIDEO

    A GREAT OPPORTUNITY FOR MARKETEERS

  • Millward Brown 2015 Source: Millward Brown Ad Reaction 2015

    PEOPLE LESS RECEPTIVE TO DIGITAL ADS, LOWER THEN TV

    VIDEO ADVERTISING

    (% FAVOURABLE)

    VIDEO SKIP CONTROL

    (% HAVE CONTROL)

    47 50 64 67 63

    33 30 22 26 22

    HK

    ACCEPTANCE

    OF STATUS QUO HIGHER THAN ROW AVERAGE AVERAGE LOWER THAN ROW AVERAGE

    STAT TESTING AT 90% CONFIDENCE LEVEL: ACROSS DEVICES

  • Millward Brown 2015 Source: Millward Brown Ad Reaction 2015

    THINK CAREFUL ON THE FORMATS TO USE - GIVING AUDIENCE CONTROL HAS BETTER CHANCE OF VIEWABILITY

    0

    10

    20

    30

    40

    50

    30 40 50 60 70 80

    NOTICED

    AD

    VE

    RT

    IS

    IN

    G

    RE

    CE

    PT

    IV

    IT

    Y

    HK

    SKIPPABLE PRE-ROLL

    MOBILE APP REWARD

    SKIPPABLE MOBILE POP-UP

    PRE-ROLL

    MOBILE APP POP-UP SOCIAL AUTO-PLAY

    IN-BANNER AUTO-PLAY

    SOCIAL CLICK-TO-PLAY IN-BANNER CLICK-TO-PLAY

  • Millward Brown 2015

    31

    27

    24

    24

    23

    20

    INTRIGUE IN FIRST FEW SECONDS

    FUNNY OR HUMOUROUS

    VISUALLY APPEALING

    A PERSON/CHARACTER I AM INTERESTED IN

    GIVES ME SOMETHING IN

    RETURN

    SOMETHING I HAVENT SEEN BEFORE

    REASONS NOT TO SKIP ADS (ONLINE)

    HK 65 ADVERTISING

    QUALITY

    31 BRAND INTEREST

    30 CATEGORY INTEREST

    27 SITUATION

    38 FAMILIARITY

    CONTENT/CREATIVE QUALITY CRITICAL WHEN IT COMES TO DIGITAL VIDEO RECEPTIVITY

    Source: Millward Brown Ad Reaction 2015

  • Millward Brown 2015

    LETS PUT OUR

    TV COMMERCIAL ONLINE

    CONSUMERS WANT CONTENT THAT IS INTERESTING, ENJOYABLE OR USEFUL

    MARKETERS WANT TO DELIVER A MOTIVATING IMPRESSION OF THEIR BRAND

  • Millward Brown 2015

    MADE-FOR-WEB CONTENT DELIVERS BETTER

    Source: Millward Brown Digital advertising evaluation Norms

    ON BRAND FAVOURABILITY AND PERSUASION

    APAC

    0.8

    4

    1.5

    0.4

    0.2

    2.4

    2.9

    1.8 1.8

    1.2

    0

    0.5

    1

    1.5

    2

    2.5

    3

    3.5

    4

    4.5

    Aided brandawareness

    Online adawareness

    MessageAssociation

    Brandfavorability

    Purchase intentAIDED BRAND AWARENESS

    ONLINE AD AWARENESS

    MESSAGE ASSOCIATION

    BRAND FAVOURABILITY

    PURCHASE INTENT

    RE-PURPOSED TV ADS MADE-FOR-WEB

  • Millward Brown 2015

    RULES OF ENGAGEMENT HAVE CHANGED

    Source: Millward Brown China Pre-Roll Study

    - GOOD TV COMMERCIALS FAIL ONLINE

    HIGHER THAN AVERAGE AVERAGE LOWER THAN AVERAGE

    TV PRE-ROLL

    CHINA

  • Millward Brown 2015

    CREATE MORE MAGIC WHEN IT COMES TO ONLINE

    LOGIC>MAGIC

    BE CLEAR FIRST MAGIC>LOGIC

    ENTERTAIN FIRST

    TV ONLINE (VIDEO)

  • Millward Brown 2015

    HUMOUR FUNNY IS GOOD

    Nestle Frutips 2015 CNY online video ad

    WENT VIRAL IN HONG KONG STRONG PERFORMANCE

    IN TV TOO

    MEMORABLE

    DISTINCTIVENESS

    CREATIVE VIRAL PREDICTION

    PERSUASION

    100

    100

    97

    48

    Source: Millward Brown 2015 Study

  • Millward Brown 2015

    BREAKING CATEGORY CODES HELPS CUT THROUGH CLUTTER AND GIVES A NEW/INTERESTING DIMENSION TO AUDIENCE

    BE DISTINCTIVE

    ENGAGEMENT

    BRANDING

    ENJOYMENT

    Ranking 27

    25

    22

    6

    11

    10

    TOP 20%

    BOTTOM 20%

    Ad distinctiveness

    Source: Millward Brown China Pre-Roll Study

  • Millward Brown 2015

    KEEP SCENARIOS RELEVANT NEAR TO REAL LIFE SHOWS HIGHER POTENTIAL TO WIN ONLINE (ESP. THOSE TARGETING YOUNG PEOPLE)

    HIGH EQ ADS CAN WORK WELL ONLINE

    2014 TOP 10 ADS, ADWEEK

  • Millward Brown 2015

    INTRIGUE - CREATE INTEREST IN FIRST FEW SECONDS

    BUPA 2015 online video ad

    INTRIGUE

    FUNNY

    BRAND MESSAGE BUILT INTO STORY

    DISTINCTIVE

    100

  • Millward Brown 2015

    BEWARE OF THE CLIFF EVEN WITH HIGHLY ENGAGING ADS, MANY SKIP AWAY AS SOON AS THEY CAN.

    Source: Millward Brown Ad Reaction 2015

    0 10 20 30 40 50 60 70 80

    100

    90

    80

    70

    60

    50

    40

    30

    20

    10

    0

    VIE

    WE

    R S

    HA

    RE

    (%

    )

    DURATION OF AD (SECONDS)

    WE SEE THIS PATTERN FOR YOUTUBE SKIPPABLE PRE-ROLL AND FACEBOOK AUTO-PLAY.

    VIDEO PLAYBACK BEHAVIOUR

  • Millward Brown 2015

    FOCUS ON SKIP RESISTANCE INCREASE AUDIENCE ENGAGEMENT BY CAPTURING

    ATTENTION EARLY

    PX MART -TAIWAN IGA-AUSTRALIA

  • Millward Brown 2015

    INTEGRATE BRAND EARLY AND OVERTLY

    UNLIKE ADS ON TV, IF BRAND NOT FEATURED IN THE FIRST FEW SECONDS , OPPORTUNITY TO IMPACT @ HALF OF YOUR AUDIENCE .

    90%

    50% 16%

    AD SHOW BRAND CONTINUOUSLY AND PROMINENTLY

    Top 20% score in

    Branding

    Bottom 20% score in

    Branding

    Source: Millward Brown Digital advertising evaluation Norms

  • Millward Brown 2015

    CONSIDER THE

    LENGTH EVEN 6 SECONDS

    CAN DO THE JOB

    KEEP IT SIMPLE BUT NOT SIMPLISTIC

    CUE THE BRAND

    BUILD SINGLE-MINDED RATIONAL ASSOCIATIONS OR REINFORCE EXISTING RATIONAL AND EMOTIONAL ONES

  • Millward Brown 2015

    CREATIVELY CAPTURE ATTENTION

    GETTING DIGITAL VIDEO RIGHT

    ENGAGE IN THE FIRST FEW SECONDS

    TAILOR LENGTH TO THE CONTEXT

  • Millward Brown 2015

    PETER DRUCKER

    If you cant

    measure it, you

    cant improve it

    AND MEASURE PERFORMANCE

    http://www.google.com.hk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRxqFQoTCJKxmYGM6sgCFQh7PgodrN8FLg&url=http://www.forbes.com/sites/drucker/2012/09/11/how-to-consult-like-peter-drucker/&psig=AFQjCNHLqz3qvvcgh28JTAiUFoqQuLpwdA&ust=1446290847851950

  • Millward Brown 2015

    LEADER IN BRANDS AND COMMUNICATION RESEARCH IN ASIA

    1000+

    DIGITAL CAMPAIGNS

    40,000+

    TV ADS IN THE

    LINK DATABASE

    6000+

    FACIAL CODING

    DIGITAL LINK

    DIGITAL LINK EXPRESS

    WECHAT LINK

    BRAND LIFT INSIGHTS

  • Millward Brown 2015

    GETTING DIGITAL VIDEO RIGHT RUPAM BORTHAKUR [email protected]

    +852 22803040

    2015