Millward Brown: AdReaction: Video creative in a digital world

This paper details Millward Brown's AdReaction Video study, an attempt to find out what people think of video ads on different screens, how they watch videos – and for how long – and how to create ads that customers won't want to skip.
  • Surveying via smartphone or tablet, more than 13,500 16-45 year old multiscreen users across 42 countries, the research also undertook parallel copy testing for 20 ads in 8 countries across platforms.
  • To maximise the chances of successful video, finding the right person is key; targeting to interest, category, and brand make a real difference in a video's reception.
  • Video formats that offer rewards or provide control are strongly preferred.
  • Skippable formats are a creative challenge worth focusing on, if impact can be delivered early; adaptation is also an advantage, even great ads can be optimised across channels....

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