According to a new report by Millward Brown, average consumer spends equal amount of time watching online videos, such as watching television.
You might think that this bodes well for online marketing and advertising things, however it seems to be very good for brands that try to address a crowd of spectators who hates getting more and more digital advertising, especially the accompanying videos.
The study called “AdReaction: Video Creative in a Digital World”, surveyed more than 13,500 multi-viewers, that is, people also a TV has a smartphone or tablet, what they think of video advertising in 42 countries. From there, 45 minutes from half-time online viewing is done in smartphone, 37 minutes on desktop and 20 minutes tablet.
Although it was thought that the millennials consumers and generation Z, saw both digital video and TV, it is surprising that this study shows that the Generation X behaves the same way.
Only 19% of online viewers responded favorably to the results compared with 27% of television viewers. In mobile, the dislike of publicity is even greater, with 49% of consumers who responded negatively to video ads. 63% think they should be able to control which ads they see.
49% liked the videos mobile applications with virtual incentives that reward as points for games and 31% responded favorably to the mobile pre-roll ads that can be omitted.
Only 14% of people said they liked the mobile pop-ups and ads that have more than one screen, while 15% tolerate Video ads not they can jump
The context seems to be a big difference. The 41% of people responded favorably to ads tailored to your interests, and 25% said he likes the ad retargeting based on your browsing history and chasing someone after visiting the website of a retailer
Complementary and unrivaled
All these data lead us to believe that there are many more reasons for the two media complement that to think otherwise. But the evolution of online video has certain characteristics that are shaping the new consumer display, such as:
Multiscreen
People today, and not only the youngest, have the ability to focus attention on television, the remote control, smartphone and tablet at a time, so we can say that they are acting as accessories.
You can said that in the case of TV, this is the main supplier with 90% of the information. Then, other mobile devices and apps act as supplements on the information received or for other content.
Interactivity
Now you have the ability to interact with the screen, choose programs, real-time review, etc. The consumer has changed its passive role, which is beneficial to both parties. Spectators and television
Hyper-connected
The content consumption with different and hours features and different situations, has made it increasingly viewers want a complementary model and not a dissimilar type of content of audiovisual consumption for every aspect of their lives.
Although still There are no small gaps of audiovisual consumption, the fact is that moving from one screen to another almost obsessively increasingly taking a greater amount of information available and thanks to these mobile devices.
For Digital Journalist, Ricardo Rodriguez
Team Mipagina.net
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