Receptivity to digital video Ads low
Consumers’ interest to video advertisement is low in Nigeria compared to TV Ads, says a study conducted by Millward Brown on video advertising.
It recognized that video viewing on digital is though catching up but low digital Advertising receptivity brings targeting and creative challenges to marketers.
The report which examines video use and creative response across screens and the impact for marketers found that in Nigeria, among multiscreen users ages 16-45, videos are viewed for up to 4.5 hours daily (272 minutes on average).
“While half of this video viewing (134 minutes) is on TV, one-third is now conducted via mobile devices (70 minutes smartphone, 24 minutes tablet), and the remainder (45 minutes) is viewed on laptops or PCs. While digital presents a significant advertising opportunity for marketers, receptivity to digital video ads is much lower (41 percent favourable) than for live TV ads (58 percent favourable)”.
“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,” said Duncan Southgate, Millward Brown’s Global Brand Director for Digital in the report.
“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 peoplein the right context with the right content”, he said
AdReaction Video identified a number of opportunities for marketers to drive video creative effectiveness and success.
It said 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 (58 percent receptive)or preferred brands (53percent receptive) and least receptive to ads based on their online search history (37percent receptive). Even though web browsing behavior may drive interest-based targeting, this implies that sensitive application of targeting is likely to work best.
It further said that with negativity toward video ads on smartphones at 20 percent, advertisers need to earn the right for attention. Sixty percent of consumers said they were less likely to skip, and pay more attention to, 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.
Maintaining that 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:Consumers feel that they have more control over digital ads than TV ads, with the majority believing the digital devices give them the most control (79percent). This explains their irritation by online ad formats which fail to respect this control.
Video Creative in a Digital World, Millward Brown surveyed, via smartphone or tablet, more than13,500 16-45 year old multiscreen users across 42 countries. Multiscreen users were defined as people who own, or have access to, a TV and a smartphone and/or a tablet. We also parallel copy tested 20 TV ads across TV, digital and mobile platforms in eight countries.
Daniel Obi