IT’S A VIDEO-FIRST WORLD

Empowering all players in the video ecosystem to tackle the opportunities and challenges facing the future of video

Cross Screen Ad Receptivity

Mon, Apr. 11, 2016 | By: Tremor Video

iStock_000078183389_PhoneTablet.jpg

In partnership with Millward Brown and the IAB, Tremor Video conducted research to quantify the impact of different ad lengths on consumer receptivity across screens. The research illuminates the necessities of planning and buying across screens, but within the context of a cross screen ecosystem creating mobile-specific experiences that keep in mind screen size, ad length, and the unique ability to inspire action.

 

Ideal length and screen size can vary by generation

  • 10-sec videos can help maximize impact among Millennials, particularly when shown on smartphones
  • Among Generation X, 30-sec videos have an advantage on lower funnel metrics, particularly on tablets

 

Q: How did the ad make you feel about BRAND?; If you were about to buy BRAND CATEGORY, how would this ad affect your consideration of BRAND? Reporting top 2 box

 

Longer ads break through most positively for adults 35+ who are more likely to be actively involved with that format.

 

Q: Please select one word from each of these three lists that applies most to the ad.

 

 

Looking specifically at mobile devices, tablet ads yield strong performance on research outcomes, but both tablets and smartphones perform well on encouraging brand discussion and social media engagement

 

Q: Having seen the ad, how likely would you be to …. ? Reporting top 2 box

 

 

Source: Tremor Video & Millward Brown, "Cross Screen Receptivity", among 1,800 Adults 18-54, March 2016.

Topics: Thought Leadership

Mark_Zagorski_Headshot
Tremor Video Appoints Industry Leader Mark Zagorski as Chief Executive Officer
Read more >

Hulu & Tremor Video Logo Lockup.jpg

Tremor Video Brings Cross-Screen Automation Capabilities to Hulu
Read more >


Blog-Feature-Image-360-Video-3.jpg
360 Degrees of Immersive New Ad Units
Read more >
ThinkLA Entertainment Breakfast  Los Angeles, July 13
USA TODAY Sports Publisher Summit Las Vegas, July 13
Icon_blog-02.png
Sign up for the latest industry insights, platform releases, and more.
SIGN ME UP