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Focus on video ad content, not device

News, 15 June 2016

SYDNEY: Consumers are embracing screens equally and showing similar emotional reactions – regardless of device – when it comes to video advertising, new research has shown.

On behalf of online video advertising platform, Videology, Gateway Research analysed 1,290 ad spots, across TV, desktop and mobile, using a combination of eye-tracking, facial recognition and biometric technology, to measure attention, emotion and recall amongst 60 Australian participants.

The resulting report, Understanding The True Impact of Video Advertising, found that desktop was just as effective as TV in driving emotional impact and that consumers were focused primarily on content rather than device.

Message attention and ad recall showed little difference between screens, although leading with TV or desktop exposure followed by mobile created highest emotional connection with consumers.

Ken Pao, Managing Director, APAC, Videology, observed that most video-related research focused on simple usage statistics. "Based on in-depth analysis of consumer viewing habits, in a live setting, this study lifts the lid on the black box of consumer behaviour and uncovers what it really takes to capture viewer attention," he said.

Key to success is high quality creative; the report advised that testing and optimising creative for digital and TV should be standard.

And that creative needs to be uncluttered as the research indicated an 11% increase in viewer attention when comparing uncrowded and crowded creative messaging. That is especially true for mobile, where decluttered creative and clear, concise messaging created greater impact.

The use of familiar faces, movement and animals in creative were the most effective triggers for gaining attention, while music, humour and familiarity were key to an emotional reaction.

Speaking at Mumbrella360, Gai Le Roy, chief operating officer at Gateway, observed a need for marketers to shift their attention away from technology.

"We've had a lot of ad tech focus in the last few years and that's necessary to deliver the right things on scale," she said. "But, we need to keep coming back to the people. From viewability we talked a lot about the tech, but not the people, and the same with adblocking."

Data sourced from Videology, Mumbrella; additional content by Warc staff