Optimising Video Creative in a Digital World

Media & Digital Learning Session for xxxxxxx

Monique ClaassenDirector of Media and DigitalMillward Brown South Africa

@[email protected] VIDEO CREATIVE IN A DIGITAL WORLD

We know that winning with mobile video is based on 3 things:[email protected]/ Twitter: @MoniqueLeech123Right person Right context Right content How much video are people viewing by screen and their receptivity to ads.What do people think about video ads and how does this vary by screen and format?How can marketers optimize video ads across screens and avoid having viewers skip them?

[email protected]/ Twitter: @MoniqueLeech

RIGHT PERSONHow much video are people viewing by screen and their receptivity to ads1.

Share of total screen minutes bears no relation to media spend MASSIVE OPPORTUNITY FOR MOBILE!4Daily Screen Share (%) Minutes(Video & other web browsing)Global Media SpendSource: Millward Brown Adreaction - GlobalQ: Which of the following did you do yesterday?Source: Zenith Optimedia Advertising Expenditure Forecasts, December 2014MOBILE

TV


Table 16 MNQ8. Summary of means (including Not Answered): Time spent yesterday Base: All respondents Question: Which of the following did you do yesterday?Watch television Use the Internet on a COMPUTER or PC Use the Internet on a smartphone Use the Internet on a tablet None of these

Table 16 MNQ8. Summary of means (including Not Answered): Time spent yesterday

5 video viewing approaches identified ONLY 1 IN 3 CONSUMERS CLAIM TO WATCH LIVE TV 5Source: Millward Brown Adreaction South Africa Q: Which of the following apply to how you watched video yesterday?I searched out my favourite shows/contentI binge viewed multiple episodes of the same showI used an online "catch up" service/ I used a TV "catch up" service/ I watched a show that I had previously recordedI watched something my friends shared (online) /I watched something my friends had been talking about (offline)I explored randomlyI just watched what was happening live/ a show live that I had made an appointment to [email protected]/ Twitter: @MoniqueLeech

LIVE

But beware! Video ad receptivity is higher for TV than digital screens - MANY DO NOT LIKE DIGITAL VIDEO ADS, SO THE INDUSTRY HAS WORK TO DO.6POSITIVE %Live TVOn Demand TVComputerTabletSmartphone

Source: Millward Brown Adreaction South Africa Q: How would you characterize your attitude towards the following formats of online video [email protected]/ Twitter: @MoniqueLeech

Positive = sum of very positive and somewhat positive Negative = sum of very negative and somewhat negative5 point scale: Very positive, Somewhat positive, Neutral, Somewhat negative, Very negative


RIGHT CONTEXTWhat do people think of video ads and how does this vary by screen and format?2.

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There are many digital channels, and they are all different.

However one thing they all have in common for success is that the consumer is in [email protected]/ Twitter: @MoniqueLeech

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Given importance of control, it makes sense that skippable video formats are strongly preferredSource: Millward Brown AdReaction Video study 2015, South AfricaQ: How would you characterize your attitude towards the following formats of online video advertising?NEGATIVEPOSITIVENET (+ve minus ve)Mobile app rewardSkippable pre-rollSocial click-to-playSkippable mobile pop-up In-banner click-to-playSocial auto-playPre-rollIn-banner auto-playMobile app pop-up

+35+5+10+4-9-38-47-37-44


Positive = sum of very positive and somewhat positive Negative = sum of very negative and somewhat negative5 point scale: Very positive, Somewhat positive, Neutral, Somewhat negative, Very negative

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Not all creative lengths resonate the same across devices and audiences


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On mobile, shorter ad lengths work best among MillennialsSource: Millward Brown Digital IAB Tremor Video Cross Screen Studya/b indicates statistically higher performance at the 90% confidence level11Brand AppealPersuasionBrand AppealPersuasion

10-second (a)30-second (b)18-34 Smartphone (%)18-34 Tablet (%)

https://www.millwardbrowndigital.com/research-insights/multiscreen-video-best-practices/

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Whereas longer ad lengths work best among those 35+Source: Millward Brown Digital IAB Tremor Video Cross Screen Studya/b indicates statistically higher performance at the 90% confidence level12Brand AppealPersuasionBrand AppealPersuasion

10-second (a)30-second (b)35-54 Smartphone (%)35-54 Tablet (%)Twitter: @MoniqueLeech

https://www.millwardbrowndigital.com/research-insights/multiscreen-video-best-practices/

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RIGHT CONTENT!Brands only have a few seconds to make an impact. Engage, deliver the message and make it count for your brand.3.

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Sometimes its important for your ad to blend in.

Often, its more important to stand out.


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Digital video is particularly effective when it is integrated with TV, but even better when customised for the digital environmentSource: ARF Ground Truth How Advertising Works, March 2016Data Source: Millward Brown CrossMedia TV + Digital CrossMedia studies, 2011-2015. Categories: Food & Bev, Household, OTC, Pharma, Retail, Travel15Non-integratedIntegrated (same)Integrated (custom)Integrated campaigns with customized creative = +67% Impact Brand ROI by Platform/ [email protected]/ Twitter: @MoniqueLeech

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Non-IntegratedIntegrated (same)Integrated (custom)Integrated (custom) campaigns are particularly good for building brand associations. Integrated (same) generally does just as well on saliency.Source: Millward Brown US CrossMedia TV + Digital CrossMedia studies, 2011-2015. Categories: Food & Bev, Household, OTC, Pharma, Retail, Travel.Box plot explanation: the grey and green rectangles represent the second and third quartiles, the white vertical line between them indicates the median value. The lower and upper quartiles are shown as horizontal lines either side of the rectangle.

16ASSOCIATIONMOTIVATIONSALIENCYBrand ROI by Platform for Digital VideoTwitter: @MoniqueLeech

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So all I need is to put my video in the digital space?


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If you get it wrong, your campaign could have a negative impact on the brandSource: Millward Brown global Brand Lift Insights Marketnorms database (12,822 campaigns), April 201618Its not enough to be entertaining, you need to be relevant to cut through the inertia barrier BRAND FAVOURABILITYPURCHASE INTENTBest (top 20%)

Average

Worst (bottom 20%)

% difference Exposed vs [email protected]/ Twitter: @MoniqueLeech

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The first few frames matter! What prevents consumers from skipping?19Source: Millward Brown AdReaction Video study 2015, South Africa Q: Sometimes video ads are shown online and you have the option to skip. What makes you less likely to skip and more likely to pay attention to an ad? Prompted [email protected]/ Twitter: @MoniqueLeech

Overall findings for the best performing digital video in our database:20

Strong branding & clearly communicating a key message in the first 5 seconds

Creatively using/playing on the skip buttonCaptivating audience within the first 5 seconds & holding their attention beyond this [email protected]/ Twitter: @MoniqueLeechFinal thought for repurposing TV content. Think about the first few seconds: Will the ad draw attention? Keep attention?Is it well branded? Even if consumers skip, brand resonance can increase if branding is clear

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The Millward Brown Philosophy - [email protected]/ Twitter: @MoniqueLeech123TARGETING THE RIGHT PERSONIN THE RIGHT CONTEXTWITH THE RIGHT CONTENT

Monique ClaassenDirector of Media and DigitalMillward Brown South Africa

@[email protected]

Optimising Video Creative in a Digital World

Marketing

Transcript of Optimising Video Creative in a Digital World