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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 HAVEN’T 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
LET’S 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 can’t
measure it, you
can’t improve it”
AND MEASURE PERFORMANCE
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
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