If video is a part of your advertising strategy — and it should be — a new report covering consumer behaviors and preferences in video advertising is a must-read.

AdReaction Video, published by Millward Brown, includes survey insights from more than 13,500 multiscreen users in 42 countries.

The report centers on questions such as:

  • How much video are people viewing by screen?
  • What do people think about video ads?
  • How can marketers optimize their video ads across screens and prevent viewers from clicking the Skip Ad button?

Here are a few of the highlights.

How Much Video Are We Watching?

According to the report, people view video almost 3.5 hours per day, preferring favorite shows or content, and “binge” viewing — watching multiple videos in succession. They also occasionally search for videos randomly, and are highly influenced by social sharing.

As for how people consume video, the numbers are split between TV (32 percent live, and 18 percent on demand), and digital screens (32 percent), most of which are mobile devices.

“Multi-screeners spend as much time watching online video (particularly mobile video) as they do watching TV,” the authors noted. “Begin aligning your media spend towards this.”

how receptive are consumers to video ads

In Which Context Are People Watching?

Home is the number one location for watching video, continued the report, with receptivity to ads slightly higher there than in other locations. And this means big opportunities for advertisers, stated the report.

“Mobile geo-targeting should not exclude home viewing without good reason; otherwise, a lot of viewing opportunities will be lost.”

Another interesting finding in the report focuses on social viewing. According to the authors, most people view online video by themselves (66 percent), but TV is a more social activity, with only 37 percent stating they view videos on TV while alone.

Analysis in the report shows that social viewing can make viewers more receptive to advertising.

What Do Viewers Think of Video Ads?

While 37 percent of viewers say they think positively about video ads when watching TV, only 20 percent feel the same way about the same ads on mobile, stated the report.

To encourage positive thinking, as well as make customers more receptive to their ads, the report advised advertisers to consider the concept of control — giving viewers the ability to customize their video ad experience by skipping ads or watching only a portion.

“In countries where respondents feel they have greater control over ad exposure, advertising receptivity is higher,” the report found. The authors go on to explain that this holds true across all devices, but especially for smart phones.

The report also discussed the importance of having a broader video content strategy beyond paid online video.

“People are more receptive to branded videos that are not advertising,” stated the report. Some examples include tutorial and review videos.

How to Keep Your Ads from Being Skipped

skippable ads

Study participants were asked about what would make them least likely to skip an ad. Humor was the clear winner, cited by 37 percent of respondents.

Other reasons include:

  • Falls within my category of interest (30 percent)
  • Gives me something in return (29 percent)
  • Is for a brand that I’m interested in (29 percent)

The message for advertisers? Optimize your ads for the appropriate device, grab your audience in the first five seconds, and put your brand front and center.

Otherwise, that Skip Ad button will be the only call to action engaging your viewers.

AdReaction Video is available in an interactive version or may be downloaded from the Millward Brown site.

Title image by Laura Lee Moreau