VIDEO CREATIVE IN A DIGITAL WORLD

Global report 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 as people who own, or have access to, a TV and a smartphone and/or a tablet. We also conducted parallel copy testing for 20 ads in eight countries, across TV, online video and mobile video ad formats, interviewing more than 10,000 consumers.

This report summarizes overall global learning. For data by country, please visit www.millwardbrown.com/adreaction For more detailed local country reports, please contact your local Millward Brown office.

2 Contents

Right person – How much video are people viewing by screen, and how does targeting improve their receptivity to ads?

Right context – What do people think about video ads and how does this vary by screen and format?

Right content – How can marketers optimize video ads across screens and avoid having viewers skip them?

Effectiveness learning and further reading

3 Summary of Findings To maximize your chances of video creative success, think:

Right person • Beyond TV: multiscreeners spend as much time watching online video (particularly mobile video) as they do watching TV; begin aligning your media spend towards this. • Targeting matters: interest, category and brand-based targeting make a real difference in your video content being positively received.

Right context • Assume resistance: many people don’t like ads, particularly online, so your video must earn the right for attention. • Embrace control: online video formats that offer rewards or provide control (skippable, click-to-play) are strongly preferred, so use these where possible.

Right content • Work with the skip: skippable formats are a creative challenge worth focussing on; aim for early impact. • Assume adaptation: consider digital early in the creative process; even great ads can be optimized across channels

4 AdReaction Video Survey research was conducted in 42 countries among 13,500+ 16-45 year old Multiscreen users. Parallel copy testing research (TV vs. online vs. mobile) was conducted for 20 ads in eight countries.

5 Share of total screen minutes bears no relation to media spend Although it is growing quickly, mobile media spend will continue to significantly trail share of multiscreeners’ screen time. If mobile can monetize more efficiently, there is clearly growth potential.

Daily Screen Share (%) Minutes Global Media Spend (Video & other web browsing) 8 17

30 52 MOBILE 29

21 COMPUTER 62 55

27 TV

2015 2014 2017

Q: Which of the following did you do yesterday? Source: Zenith Optimedia Advertising Expenditure Forecasts, December 2014 6 Right Person How much video are people viewing by screen, and how does targeting improve their receptivity to ads?

7 Digital screens are as important as TV LIVE TV ON DEMAND COMPUTER TABLET SMART TV PHONE

Half of all video viewing is on TV, split between Live TV (32%) and EXPOSURE (minutes spent yesterday) 661 371 371 201 451 On Demand (18%).

The other half is digital video, mainly via mobile devices (32%).

In total, people are viewing video for nearly 3.5 hours per day. SHARE OF EXPOSURE (%) 32 18 18 10 22

These figures are global averages. See appendix for country level data and device definitions TOTAL MINUTES: 204 Q: Still thinking about video content, roughly for how long yesterday did you watch… 8 Video viewing Average time spent (daily minutes) varies by age 80 SMARTPHONE 70

Smartphones are the 60 primary device for TABLET multiscreeners ages 16 – 50 24 to view video, but this group also watches a lot of 40 video on TV and PCs. COMPUTER 30 Audiences 25+ favor Live

TV over On Demand TV ON DEMAND TV 20 and digital devices. 10

LIVE TV 0 16-24 25-34 35-45

9 Music videos. I Movies, and music I’m watching more I watch don't have to be at ... because I can series. You don't entertaining Global video home or use a easily find what I have to wait for an videos, it’s very computer thanks to want to see when I episode every easy to keep track viewing habits availability of want to see it week as it can be of what episode smartphones and Colombia streamed straight I'm on because of are changing Internet connection. to a tablet or TV newer technology. Nigeria UK US

More diverse content is available any time, any place and via any device – driving I see more video I watch more series Time has changed More binge new video viewing behaviors. clips on Facebook on Netflix, and videos some of my habits. watching. I prefer which play on YouTube. I don’t But I still like the this; then I can use automatically really watch TV, it is same things! Music my time my way Audiences mainly seek out Hong Kong just me with a videos, funny TV Canada favorite shows or content, and smartphone programs. increasingly binge view. They Mexico France also surf randomly and are often inspired by social media.

Q: What types of video are you watching more these days than in the past? How has the way you watch video changed? Why is that?

10 I searched out my favorite 33% Five video Favorites shows/content 53% I binge viewed multiple viewing episodes of the same show 20%

I used an online "catch up" approaches service 11%

Catch-up I used a TV "catch up" service Factor analysis suggests that 11% 33% the most common viewing I watched a show that I had approaches are favorites and previously recorded 11% catch-up viewing. Social, I watched something my friends Random and Live viewing also shared (online) 20% happen frequently. Social 31% I watched something my friends had been talking about (offline) 11%

Q: Which of the following apply to how you Random 31% I explored randomly 31% watched video yesterday? I just watched what was 19% Live happening live

30% I watched a show live that I had 11% made an appointment to watch

11 NEGATIVE POSITIVE Attitudes to NET (+ve -50 -30 -10 10 30 50 minus –ve) targeting can Your interests (passions, 20 be positive hobbies & pastimes) -21 41 The type of brands you like 19 or follow -21 40 Audiences prefer video ad The type of surrounding 4 targeting based on their context (show, website) -25 29 interests and the types of Where you live 0 brands they follow. -29 29

Video viewing history -31 29 -2 They are less favorable towards targeting based on web Your online shopping history -32 29 -3 browsing history. There is a bit Your demographic profile -2 of contradiction, since browser (age, gender etc.) -30 28 history may drive interest-based Where you are when the -4 targeting. video is shown -30 26

Your online search history -35 26 -9

Your social media profile -36 25 -11 Q: Advertisers can target the video ads you see in many different ways. How do you feel about Your web browsing history -12 video ad targeting based on…? -37 25

12 Ad for a video When I was Browsing email In Amazon. It felt Attitudes toward game in my pc. It scrolling through last week. Was like someone was was good but I felt social media and it handy but watching me and I targeting are a bit stalked by the made me feel annoying! did not like that tracking. annoyed. Australia Philippines less positive US UK when it feels like stalking

Getting an ad for I tweeted This week on Each time I open shoes I'd been something and an MercadoLibre ... I my bbm feeds and This implies that browsing them online ad for that came up, felt like something I feel like my the day before. I felt I felt like I had no spied on me. privacy had been advertisers need to be weird like my privacy privacy as I didn't Colombia breached careful of being too clever was violated. hashtag the tweet Nigeria Canada or tag anyone or invasive with targeting Ireland approaches. Relevant is good. Spooky is too much.

Q: Describe when you last remember realizing a video ad had been targeted at you. Where did it happen and how did it make you feel?

13 Most video viewing takes LIVE TV ON DEMAND TV COMPUTER TABLET SMARTPHONE place at home Home 92 88 83 75 77

Work 8 - 19 14 18 All devices are mainly used at home (and receptivity to ads is School/college/university 4 - 7 6 6 slightly higher at home – see appendix). Computers, Tablets and Smartphones are also used Commuting - - 7 9 11 at work and a few other diverse places. Travelling - - 7 8 9

Mobile geo-targeting should not Someone else’s home 9 12 10 10 11 exclude home viewing without good reason – otherwise a lot of In a public building 6 - 9 9 12 viewing opportunities will be lost. In a public outdoor space - - 8 8 12

Average number of locations 1.2 1.0 1.5 1.4 1.6

Q: Where were you yesterday when you were…? Stat testing at 90% confidence level: 14 Higher than row average Row Average Lower than row average Most people view online LIVE TV ON DEMAND TV COMPUTER TABLET SMARTPHONE alone but TV is On my own 37 47 63 62 66 more social

People I live with 51 38 24 23 21 Separate correlation analysis suggests that social viewing can increase advertising receptivity. People I don’t live with 6 8 7 7 8

Advertisers should respect the “private” mindset which online Larger group 4 4 4 5 4 video viewing creates; targeting “social” digital viewing moments is challenging, but worthwhile.

Q: Who were you with yesterday when you were…? Stat testing at 90% confidence level: 15 Higher than row average Row Average Lower than row average Right Context What do people think of video ads and how does this vary by screen and format?

16 NEGATIVE POSITIVE Video ad NET (+ve receptivity is -100 -80 -60 -40 -20 0 20 40 minus –ve) higher for TV Live TV -33 29 -4 than digital screens On Demand TV -44 21 -23 Many people still do not like digital video ads, so the industry has work to do. Computer -45 20 -25

People are more receptive to ads on TV in all countries globally, except for Philippines Tablet -45 19 -26 and Poland where favorability is equal.

Q: How would you characterize your attitude Smartphone -49 19 -30 towards the following formats of online video advertising?

17 Control is the Logit Transformed r2=0.55; r=0.74 (95% Confidence Band) main driver of Philippines ad receptivity 50

Nigeria In countries where respondents

40 Kenya feel they have greater control Saudi Arabia India Malaysia over ad exposure, advertising Thailand 30 Taiwan receptivity is higher. Turkey South Korea Brazil Hong Kong Indonesia

Canada (French) Ireland Japan Mexico South Africa Australia Colombia Correlation analysis also UK US 20 Canada Italy (English) Vietnam confirmed a very strong Finland France New Zealand Argentina respondent-level relationship Receptivity Ad Greece Denmark between control and receptivity Netherlands Germany Spain Norway for all devices, especially Sweden Hungary 10 Poland China smartphones. Slovakia

Russia Czech Republic See appendix for country level receptivity data. Q: How would you characterize your attitude towards the following formats of video 30 40 50 60 advertising? How much control do you feel you have over whether you do or don't watch the Control following formats of video advertising?

18 TV “gets away” with less control over LIVE TV ON DEMAND TV COMPUTER TABLET SMARTPHONE ads due to familiarity VIDEO ADVERTISING (% favorable) 29 21 20 19 19 Audiences feel most in control of their ad exposure on computers. VIDEO SKIP CONTROL (% have control) 44 53 63 59 59 Lower control over ads on Live TV does not damage ad receptivity (presumably due to acceptance of status quo).

Q: How would you characterize your attitude Acceptance Demand for formats towards the following formats of video of status advertising? How much control do you feel you quo which respect control have over whether you do or don't watch the following formats of video advertising? Stat testing at 90% confidence level: 19 Higher than row average Row Average Lower than row average Given importance NEGATIVE POSITIVE NET (+ve of control, it -100 -80 -60 -40 -20 0 20 40 minus –ve) makes sense that Mobile app reward -23 49 +26 skippable video Skippable pre-roll -33 34 +1 formats are preferred Social click-to-play -29 31 +2 Skippable mobile pop-up -37 31 -6 Beyond rewards-based ads, audiences prefer formats that In-banner click-to-play -34 28 -6 give them some control of their viewing, like skippable & click- Social auto-play -51 18 -33 to-play.

Pre-roll -60 15 -45

In-banner auto-play -55 15 -40

Q: How would you characterize your attitude towards the following formats of online video Mobile app pop-up -61 14 -47 advertising?

20 NEGATIVE POSITIVE People are NET (+ve more receptive -70 -50 -30 -10 10 30 50 70 minus –ve) to branded Tutorial videos -9 64 55 videos that are not advertising Expert review videos -14 55 41

While they may be of more niche appeal, tutorial videos are very User review videos -13 52 39 popular. Review videos may mean giving up some control over content, but are also well received. Shopping videos -18 42 25

The implication is that brands need a broader video content strategy beyond paid online video. Online celebrity videos -18 42 24

Q: Beyond advertising, how would you characterize your attitude towards the following Website videos -16 41 24 formats of online video?

21 Right Content How can marketers optimize video ads across screens and avoid having viewers skip them?

22 A skippable world brings new creative challenges, so brands need to consider digital early in the creative process Humor is the main way to prevent skipping ads; it was the top reason in 30 of 42 countries studied. Quickly establishing brand or category relevance also helps.

It is funny or humorous 37% It's for a category that I'm interested in 30% Gives me something in return (coupon, reward points) 29% It's for a brand that I'm interested in 29% Something intriguing happens in the first few seconds 28% Is visually appealing or has great design 25% Features music that is appealing to me 24% Contains a person or a character that I'm interested in 23% Is something I haven't seen before 19% Offers tips or solutions, right from the start 17% Is something I've seen before and liked 17% Is similar to something good I've seen before 14% I'm relaxed and just passing the time 13% I'm watching on my own 10% I'm watching with other people 8%

See appendix for list of countries where humor is not the primary reason. 23 Q: Sometimes video ads are shown online and you have the option to skip. What makes you less likely to skip and more likely to pay attention to an ad?ˆ Exploring creative response across screens

AdReaction Video copy testing • Parallel copy testing for 20 ads in eight countries, across TV, online video and mobile video ad formats • Surveyed more than 10,000 consumers. • Web-based interviewing via Millward Brown’s LinkNow solution on ZappiStore.

24 Some ads are UK BRAZIL highly engaging

These three ads are very strong creative performers which are likely to do well wherever they are placed.

AUSTRALIA But can even great ads such as these be optimized to maximize their performance in digital channels?

25 Beware the cliff Video Playback Behavior

100

90

Even with highly engaging 80 ads, many skip away as 70 soon as they can. 60

We see this pattern for 50 40

YouTube skippable pre-roll Viewer (%) share and Facebook auto-play. 30 20

While advertisers don’t pay 10 if the ad is skipped, this is 0 about maximizing impact. 0 10 20 30 40 50 60 70 80 Duration of ad (seconds)

26 Focus on skip GERMANY AUSTRALIA resistance…

Increase consumer engagement by capturing attention in the first few seconds.

AUSTRALIA

27 And maximize viewing BRAZIL opportunities This ad was loved; but too many would miss it in a skippable format because the first few seconds were not gripping enough.

28 GERMANY Integrate the brand in the first few seconds

Unlike ads on TV, if you don’t feature the brand within the first few seconds USA of digital video, you’ve lost the opportunity to impact approximately half of your audience.

29 The click-to- Video Playback Behavior play challenge Facebook click-to-play

100

90

If given a choice, most 80 consumers don’t click-to- 70 play. 60

Again, this is not about cost, 50 but maximizing impact. Viewer (%) share 40 30

20

10

0 0 10 20 30 40 50 60 70 80 Duration of ad (seconds)

30 UK Getting the click

For Facebook click-to-play, the initial frame and the introductory text is crucial: it needs to be creatively engaging. USA

But the ad needs to deliver on the promise of that frame and introduction. These are two good examples.

31 GERMANY Size matters

If the ad is likely to be seen on a mobile device, keep screen size in mind.

Small details may be lost. For example, the brand AUSTRALIA needs to be clearly visible, as in this Vanish Gold ad.

This Selleys ad works well on TV and online; but if it were to be shown on mobile, the brand might be lost.

32 Consider GERMANY AUSTRALIA length

Shorter ads were more likely to keep people to the end. While this Beggin’ ad was loved, for some it was too long.

USA

33 Tailor to the context USA

This ad performed very well on digital formats; but when we tested it in a TV context, appreciation was not so strong.

34 Right Content – Summary

CREATIVELY ENGAGE TAILOR capture attention in the first few length to the context seconds

35 Effectiveness learning and further reading

36 Ad receptivity is related to effectiveness, but they are not the same thing BRAND = People x Context x Content High receptivity makes the IMPACT advertisers’ task easier, but overall effectiveness (the sum of content effects across multiple contexts) still needs to be measured for individual campaigns. EFFECTIVENESS REACH ADVERTISING CREATIVE Stated assessments of RECEPTIVITY EFFECTIVENESS receptivity are also unable to account for factors such as levels of clutter, specific placements, etc.

37 Millward Brown effectiveness learning shows that video on different channels has different roles Impact per person TV COMPUTER MOBILE

CrossMedia studies show that TV Engagement tends to generate the most impact (Awareness) per person for engagement metrics, likely due in part to high receptivity

Early findings from Brand Lift Associations Insights studies are that mobile (Message) video outperforms online video. Since this is not due to higher ad favorability it must be due to other receptivity factors such as lack of Motivation clutter and format novelty. (Purchase Intent)

Source: Qualitative assessment of Millward Brown CrossMedia and Brand Lift Insights databases

38 More detailed AdReaction Video data Free country level data can be found on the AdReaction Video website.

For more detailed local country reports with analysis and insights, please contact your local Millward Brown office.

39 Further reading Related Millward Brown learning:

Millward Brown regularly publish evidence-based learning relating to video placement and creative.

This learning is based on our creative development and in- market media & digital effectiveness solutions which help brands optimize marketing performance across media channels.

For more information, please contact your local Millward Related Millward Brown solutions: Brown office. • CrossMedia - optimize media effectiveness across channels • Brand Lift Insights - optimize digital effectiveness • LinkNow for TV & Digital – determine if your ad is strong enough to run

40 VIDEO CREATIVE IN A DIGITAL WORLD

Appendix Appendix contents Supplementary content 1. Video viewing by screen, by country 2. Screen usage approaches 3. Video advertising receptivity by country 4. Video advertising receptivity by location 5. Reasons for not skipping by country

Background 1. Video viewing device definitions 2. Methodological details 3. Smartphone penetration by country

42 Share (%) LIVE TV ON DEMAND TV COMPUTER TABLET SMART Total Min Video viewing PHONE Global 32 18 18 10 22 204 varies by Nigeria 39 10 16 9 26 272 country (1 of 2) Colombia 31 17 16 7 28 259 Malaysia 23 15 24 13 26 256 Digital’s share of viewing is as Thailand 41 17 12 30 248 high as 66% in Vietnam and Vietnam 14 20 21 13 32 243 65% in Hong Kong. China 18 20 18 20 24 243 Phillipines 40 4 16 10 30 241 Smartphone’s share peaks at Taiwan 29 12 22 11 26 240 32% in Vietnam and Saudi. Brazil 32 22 15 7 24 240 Tablet’s share peaks at 20% in Mexico 23 23 16 11 27 240 China. Hong Kong 18 17 21 14 31 237 Kenya 30 17 20 8 26 236 Total video viewing is over 4 Indonesia 34 15 18 10 24 229 hours among multiscreeners in Argentina 39 19 18 9 16 228 Nigeria, Colombia and Malaysia. Saudi Arabia 21 20 17 10 32 224 South Africa 32 25 19 9 15 215 France 49 12 16 8 15 214 UK 32 30 14 8 15 212 Canada 24 32 17 11 17 212 * On Demand TV not asked in Thailand 43 Ireland 30 25 13 13 19 212 Share (%) LIVE TV ON DEMAND TV COMPUTER TABLET SMART Total Min Video viewing PHONE Global 32 18 18 10 22 204 varies by India 35 11 22 8 24 207 US 31 33 10 9 18 202 country (2 of 2) Australia 29 26 15 12 18 197 New Zealand 31 19 23 8 18 197 TV’s share of viewing is highest Spain 43 14 15 8 20 194 in Japan (67%) and the US Turkey 32 12 21 10 25 193 (64%). Japan is mainly still Live Sweden 19 34 19 10 18 182 TV, whereas On Demand leads Russia 37 11 25 11 16 182 in the U.S. Poland 43 8 19 8 22 180 Romania 37 11 23 8 20 178 Sweden, the U.S. & Canada are Norway 23 26 22 10 18 176 the strongest On Demand TV Slovakia 44 15 18 8 16 176 markets. Germany 43 15 16 7 19 174 Finland 30 29 15 9 18 172 Total video viewing is lowest South Korea 24 24 17 6 30 166 among multiscreeners in Netherlands 38 24 17 7 14 165 Greece and Hungary. Italy 37 12 19 10 23 164 Denmark 29 27 18 9 17 160 Czech Republic 45 14 21 5 15 160 Japan 50 17 11 6 17 158 Greece 32 16 22 11 19 152

44 Hungary 40 15 18 8 19 145 Approaches are similar across Lean forward/active LIVE TV ON DEMAND TV COMPUTER TABLET SMARTPHONE devices I was looking to educate myself 20 14 25 20 20 I was looking for information 28 17 34 26 29

Video viewing is mainly about I was focused 12 11 15 13 11 entertainment and relaxation, I was looking to share an experience with regardless of device. All other people 11 11 13 12 13 mindsets can apply to all devices. I was looking to be entertained 56 49 58 45 51 I was looking for something interesting 40 30 43 32 38 Live TV is more about relaxation and “just passing the I was looking for escapism 14 12 16 12 12 time” to avoid boredom. I was relaxed 48 37 42 34 35 Video on computers is more I was just looking to pass the time 41 30 36 29 35 often searching for information or education I was bored 31 26 28 25 29

Lean back/ passive No single viewing approach has a strong correlation Q: Now please think about which of these applied to you yesterday when you were… with advertising receptivity Stat testing at 90% confidence level: 45 Higher than row average Row Average Lower than row average Global 22 Phillipines 57 Video ad Nigeria 45 receptivity Kenya 37 Saudi Arabia 35 varies by India 34 Brazil 31 country (1 of 2) Malaysia 30 Taiwan 30 Consumers from countries in South Korea 28 Asia, Africa and Middle East Turkey 28 were the most receptive. Indonesia 27

Countries in LatAm are also Hong Kong 27 generally quite positive about Thailand 24 video ads. Romania 24 Colombia 24 Just three European countries Mexico 24 (Turkey, Romania and Ireland) Ireland 24 are in the top 20 most receptive Japan 23 countries. South Africa 22 Australia 21

0 10 20 30 40 50 60 70 46 Average of devices receptivity Global 22 Italy 20 Video ad UK 20 Canada 20 receptivity US 19 New Zealand 19 varies by Vietnam 18 country (2 of 2) Argentina 18 Finland 18 France 17 Greece 15 North American and Denmark 14 European countries are the Spain 13 least receptive to video Germany 13 ads, while receptivity is also Netherlands 13 low in China. Norway 12 Hungary 11 Sweden 11 China 10 Poland 10 Slovakia 9 Russia 8 Czech Republic 7 0 5 10 15 20 25 47 Average of devices receptivity NEGATIVE POSITIVE Receptivity by NET (+ve location -45 -25 -5 15 35 minus –ve) At home -37 28 -9

There is limited variation in Public building -32 27 -5 how video ads are viewed based on location. Public outdoor space -32 27 -5

People are a little more Travelling -34 26 -8 receptive at home, and least receptive at work. Commuting -35 25 -10

School / college / university -39 24 -15

Someone else’s home -33 22 -11

Q: How would you characterize your attitude towards video advertising when you are in each At work -20 of the following places? -41 21

48 Reasons for not skipping ads Most important reason for not skipping ads varies slightly by (countries where humor is not top of the list) FOR A CATEGORY I’M SOMETHING INTRIGUING GIVES ME SOMETHING IN country INTERESTED IN HAPPENS RETURN

Humor is the primary factor in Taiwan Hong Kong South Korea most countries. Thailand Mexico Italy Japan is the only country where humor is not one of the top two reasons for not Sweden Germany Finland skipping ads, the main factors in Japan are category and Philippines Argentina characters. Japan Q: Sometimes video ads are shown online and you have the option to skip. What makes you less likely to skip and more likely to pay attention to an ad?ˆ

49 Methodology AdReaction Video viewing & receptivity: • Methodology: mobile-interviewing via On Device Research • Sample definition: 16-45 year-old multiscreen consumers (people who own or have access to both a TV and either a smartphone or a tablet) Both the video viewing • Survey length: 10 minutes survey and the copy testing • Total sample size: 13,600 (minimum 300 per country) research used cutting-edge • Countries: Argentina, Australia, Brazil, Canada, China, Colombia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, survey sampling Ireland, Italy, Japan, Kenya, Malaysia, Mexico, Netherlands, New Zealand, Nigeria, approaches to generate Norway, Philippines, Poland, Romania, Russia, Saudi Arabia, Slovakia, South Africa, South Korea, Spain, Sweden, Taiwan, Thailand, Turkey, UK, US, Vietnam robust and reliable insights.

AdReaction Video copy testing: • Methodology: web-based interviewing via LinkNow on ZappiStore • Sample definition: varied based on advertising target • Survey length: 10 minutes • Number of ads: 20 • Advertising contexts: 5 (TV, YouTube skippable pre-roll, Facebook auto-play, Facebook click-to-play, mobile video) • Total sample size: 10,739 (minimum 100 per ad) • Countries: Argentina, Australia, Brazil, France, Germany, Mexico, UK, US

50

DEVICE / SURVEY INTENDED POTENTIAL Survey VIEWING TYPE WORDING INTERPRETATION INTERPRETATION definitions Watch live Some people may have All TV viewing Live TV television interpreted Live TV as This study relies on participants’ meaning only TV shows interpretation of our survey which are shown live (e.g. On demand sports events) and assigned Watch video questions. On Demand services on TV pre-recorded content (e.g. on demand on or DVR documentaries) to On TV a TV On Demand TV viewing is a viewing Demand rapidly evolving space, still unfamiliar to many people. Watch video All computer- Seems to have been content on a based video Computer understood Although our On Demand TV laptop or PC viewing viewing questions were only asked of people with access to Watch video All tablet- Seems to have been a “Television connected to the content on a based video Tablet understood Internet”, it is possible that On tablet viewing Demand TV figures may be overstated and may contain Watch video All phone- Seems to have been content on a based video some Live TV viewing. Smartphone understood smartphone viewing

51 Smartphone penetration by country

AdReaction’s sample of 16- 45 year-old multiscreen consumers is an advanced sub-group of the overall population.

This penetration data from Google helps put our sample in context. Smartphone users are relatively “mainstream” in countries such as UK but still a more niche target in other countries such as Brazil.

52 VIDEO CREATIVE IN A DIGITAL WORLD

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