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.

AdReaction: Video Creative in a Digital World

Duncan Southgate, John Svendsen, Dominic Twose et al Millward Brown

Introduction

AdReaction studies have been conducted since 2001, delivering insights on consumers' perceptions of advertising, particularly digital formats.

AdReaction: Video Creative in a Digital World addresses key questions facing marketers, including:

  • How are videos viewed by screen - and for how long?
  • What do people think of video ads by screen?
  • How can I create ads that consumers won't skip?

We surveyed, via smartphone or tablet, more than 13,500 16-45 year old multiscreen users across 42 countries. Multiscreen users were defined...

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