Today’s on-demand and always-on nature of media consumption means that advertisers need to be aware that consumers respond to ads depending on their motivations and mindsets, the Interactive Advertising Bureau (IAB) has revealed.

Based on findings from an online survey of around 1,500 consumers conducted in March, the IAB said that people watch video on different screens with multiple motivations and this affects how responsive they are to ads.

For example, 40% of consumers who watch videos for educational or instructional reasons say they pay more attention to ads while in this mindset. Consumers are also “highly attentive” to video ads as they get prepared for the day, the IAB said.

Its study, entitled A Day in the Life of Video Viewers, also found that nearly 90% of weekly online viewers say they stream video to relax at the end of the day and during their free time – the highest proportion of any motivation or mindset.

Other motivations identified in the study, which was presented at last week’s 2019 IAB Digital Content NewFronts, include “appointment”, or when a consumer plans to watch video alone or with others.

“Spontaneous” is another descriptive, which includes catching up on popular or viral videos, while “escapist” refers to taking a break during the day or passing time while travelling.

The IAB also explored “educational” motivations, which is self-explanatory, and “informative”, the mindset consumers are in when getting ready for the day.

With these definitions in mind, the IAB then drilled down into what are the most effective ads to serve to viewers when they are watching on different screens.

Mobile phones, for example, are the “go to” device for all ages for informational, spontaneous or escapist viewing. As ad attention is higher in these states, the IAB advised advertisers to consider shorter, vertical video and/or native ads.

General advertising is recommended for connected TV because all age groups watch the big screen, especially when appointment viewing or in a relaxation mindset.

And as has been seen with educational and instructional videos, consumers are most open to ads, but all age groups tend to view these on desktop.

“Digital video isn’t traditional TV, and today there are many more viewing options,” said Anna Bager, EVP of industry initiatives at the IAB.

“As consumers jump from different content and different screens throughout the day, their openness and receptiveness to advertising changes, and what it takes to successfully reach them shifts as well,” she added.

Sourced from IAB; additional content by WARC staff