Shorter Mobile Video Ads Resonate More among Millennials, While Longer Ads Break Through with Consumers Age 35 - 54
April 11 2016 - 9:55AM
Business Wire
New Research from IAB, Millward Brown
Digital & Tremor Video Identifies Key Trends and Best Practices
for Digital Video Advertising in a Multiscreen World
The Interactive Advertising Bureau (IAB) today released
“Multiscreen Video Best Practices,” a research report created in
partnership with Millward Brown Digital and Tremor Video, showing
that 10-second mobile video ads have greater brand appeal and
persuasion potential for Millennial audiences. In comparison,
30-second spots outrank their shorter brethren in those same
categories among consumers age 35 – 54.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20160411005752/en/
Overall, audiences agreed that 30-second mobile video
advertising has another advantage – it is better for communicating
new or complex information. When asked about how much new info was
provided by an ad, 73 percent of those surveyed gave high marks to
30-second ads (vs. 68% for 10-second spots). Larger screens can
also help a marketer convey a moderately complex message, with 73
percent of those polled saying ads they viewed on tablets were good
at delivering new information (vs. 65% for smartphones).
In addition, the study found that tablet video is particularly
engaging among the 35 – 54 year-old set, with respondents saying
that video ads on these devices were more “interesting,” “unique,”
and “involving” than those on other platforms.
The report uncovers two best practices in creating multiscreen
video campaigns that succeed across age groups:
- Video ads need to be developed with
smaller mobile screens in mind
- Developing ads that can be effectively
shortened from long formats without losing their ability to
communicate is vital for effective multiscreen advertising
“The conventional wisdom is that all video ads on mobile screens
must be short in order to resonate with audiences,” said Joe
Laszlo, Vice President, Industry Initiatives, IAB. “Our research
shows that for some demographics and some adverting goals this
doesn’t hold up. These findings are critical in creating the next
generation of multiscreen video advertising.”
“Both smartphones and tablets are devices that invite a certain
degree of intimacy with the user, so being mindful of best
practices in mobile advertising is particularly crucial,” said Juan
Lindstrom, Director, Media Practice, Millward Brown Digital. “This
study offers important guidance for tailoring multiscreen video ads
to best reach key audiences.”
“Mobile video’s combination of sight, sound, motion, and touch
provides countless opportunities for marketers to engage consumers
in new and unique ways,” said Ariane Gut, Vice President, Head of
Insights and Analytics, Tremor Video. “This study’s results
illustrate disparities between generations on how they interact
with mobile video ads of different lengths across different
screens, giving marketers deeper insight into how to best reach
their target audiences.”
“Multiscreen Video Best Practices” was featured as part of the
IAB Mobile Marketplace conference in New York City. To download the
complete study, please go to iab.com/multiscreenvideo.
Methodology
Two ad lengths (10-second and 30-second) of three different
video ads were tested across desktop, smartphone and tablet screens
to identify the challenges of repurposing ads across digital
screens. The ads were across three industry verticals: Automotive,
CPG and Quick Casual Restaurants. A survey was fielded among 1,800
nationally representative 18 to 54 year old respondents
(desktop=600, smartphone=600, tablet=600). All respondents were
exposed to a test ad and asked a series of ad receptivity and brand
effectiveness questions.
About Millward Brown Digital
Millward Brown Digital is the world’s leading digital expert in
helping clients grow great brands. Millward Brown Digital delivers
comprehensive digital solutions to help advertisers, agencies and
publishers increase marketing effectiveness and drive brand growth.
Integrated behavioral and attitudinal solutions help marketers
identify, understand and engage consumers, plan and optimize media
and increase total brand performance. Millward Brown Digital
operates within Millward Brown North America and is part of Kantar,
WPP’s data investment management division.
www.millwardbrowndigital.com
About Tremor Video
Tremor Video (NYSE: TRMR) provides software for video
advertising effectiveness. Our buyer and seller platforms enable
seamless transactions in a premium video marketplace by offering
control and transparency to clients. We employ patented all-screen
technology to make every advertising moment more relevant for
consumers, and deliver maximum results for buyers and sellers.
About IAB
The Interactive Advertising Bureau (IAB) empowers the media and
marketing industries to thrive in the digital economy. It is
comprised of more than 650 leading media and technology companies
that are responsible for selling, delivering, and optimizing
digital advertising or marketing campaigns. Together, they account
for 86 percent of online advertising in the United States. Working
with its member companies, the IAB develops technical standards and
best practices and fields critical research on interactive
advertising, while also educating brands, agencies, and the wider
business community on the importance of digital marketing. The
organization is committed to professional development and elevating
the knowledge, skills, expertise, and diversity of the workforce
across the industry. Through the work of its public policy office
in Washington, D.C., the IAB advocates for its members and promotes
the value of the interactive advertising industry to legislators
and policymakers. Founded in 1996, the IAB is headquartered in New
York City and has a West Coast office in San Francisco.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160411005752/en/
IAB MediaLaura Goldberg,
347-683-1859laura.goldberg@iab.comorMillward Brown Digital
MediaSara Beaty,
212-844-3743sara.beaty@millwardbrown.comorTremor Video
MediaMandy Robinson, 646-278-7416mrobinson@tremorvideo.com
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