BEIJING, Oct. 14, 2015 /PRNewswire/ -- Multiscreen users spend significantly more time watching video on digital screens in China than they do watching TV, according to a new report from Millward Brown.
AdReaction: Video Creative in a Digital World examines video use and creative response across screens and the impact for marketers based on responses from more than 13,500 consumers across 42 countries.
It found that China's video habits are significantly ahead of those in the rest of the world, where live and on-demand TV viewing equals digital screen time for video content.
The report found that Chinese consumers watch more than four hours of video each day, with 62% of that time on smartphone, tablet and laptop and just 38% on live and on demand TV.
Total video viewing time globally was 204 minutes a day compared to 243 minutes in China, with smartphones providing just under an hour of viewing, tablets 49 minutes, on demand TV 48 minutes and laptops 43 minutes.
Live TV viewing was 44 minutes, 22 minutes or 14% below than the global average, all other types of viewing were ahead of the global figures with tablet viewing 29 minutes or 11% ahead.
This behaviour puts China among the most video exposed countries in the world, with Nigeria recorded as the most video exposed market at 4.5 hours and Hungary, the least video friendly market at just 2.5 hours a day.
Globally half of this video viewing (102 minutes) is on TV, one-third is now conducted via mobile devices (45 minutes smartphone, 20 minutes tablet), and the remainder (37 minutes) is viewed on laptops or PCs.
Other key findings include:
The study, based on responses from 16-45s as well as parallel ad copy testing conducted across TV, online video and mobile video, 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.
While the study demonstrates the huge opportunity offered by non-live TV in China and other markets, it also provided clear insights into what works for brand messages.
Chinese consumers are less favourable to advertising messages than the global average across all devices. Even on the most favourable formats, Live TV, just 15% are favour, that falls to 10% for on-demand TV and tablet and just 9% for smartphones and 8% for laptops. Globally the figure for favourablity is 29% for Live TV, falling to 21% for on-demand TV and 19% for smartphones and tablets.
"It is now possible to reach consumers at scale through multiple video channels but brands need to be wary of simply applying old school TV thinking to a sophisticated and digitally savvy Chinese video audience," said Mark Henning, Head of Media and Digital, Millward Brown AMAP. "The learnings from AdReaction Video will help marketers create content that consumers love for the right device and the right time. Given the low receptivity for video advertising across all screens in this market, it's essential that marketers get this right if they want to engage consumers."
AdReaction Video identified a number of opportunities for marketers to drive 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 37% in China) or preferred brands (40% globally and 38% in China) and least receptive to ads based on their web browsing history (25% globally and 17% in China). Sensitive application of targeting is likely to work best.
Context matters. With negativity toward video ads on smartphones at 49% globally and 72% in China, advertisers need to earn the right for attention. Twenty-nine percent of consumers globally (39% in China) said they were less likely to skip, and pay more attention to, online 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.
Content is still king. AdReaction Video 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; aim for early impact.
Additional findings from AdReaction Video include:
About AdReaction: Video Creative in a Digital World
For AdReaction: Video Creative in a Digital World, Millward Brown surveyed, via smartphone or tablet, more than 13,500 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.
AdReaction studies have been conducted since 2001, delivering insights on consumers' perceptions of advertising, particularly digital formats.
AdReaction Video addresses key questions facing marketers, including:
About Millward Brown
Millward Brown is a leading global research agency specializing in advertising effectiveness, strategic communication, media and brand equity research. Millward Brown helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Specialist global practices include Millward Brown Digital (a leader in digital effectiveness and intelligence), Firefly Millward Brown (our global qualitative network), a Neuroscience Practice (using neuroscience to optimize the value of traditional research techniques), and Millward Brown Vermeer (a strategy consultancy helping companies maximize financial returns on brand and marketing investments). Millward Brown operates in more than 55 countries and is part of Kantar, WPP's data investment management division. Learn more at www.millwardbrown.com.
