GETTING DIGITAL VIDEO RIGHT. Millward Brown 2015

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1 2015 GETTING DIGITAL VIDEO RIGHT

2 VIDEO VIEWING A PART OF OUR DAILY LIFE AND HALF OF TOTAL SCREEN TIME HK 62% 56% VIDEO 223 MINUTES APAC 44% OTHERS 172 MINUTES TOTAL SCREEN TIME 395 MINUTES Source: Millward Brown Ad Reaction 2015

3 MORE THAN HALF OF VIDEO VIEWS ON DIGITAL SCREENS HK EVEN HIGHER EXPOSURE (MIN SPENT YESTERDAY) APAC SHARE OF % EXPOSURE % Source: Millward Brown Ad Reaction 2015

4 DO CONSUMERS WANT TO SEE BRANDS ONLINE? DIGITAL VIDEO A GREAT OPPORTUNITY FOR MARKETEERS

5 PEOPLE LESS RECEPTIVE TO DIGITAL ADS, LOWER THEN TV HK VIDEO SKIP CONTROL (% HAVE CONTROL) VIDEO ADVERTISING (% FAVOURABLE) ACCEPTANCE OF STATUS QUO STAT TESTING AT 90% CONFIDENCE LEVEL: ACROSS DEVICES HIGHER THAN ROW AVERAGE AVERAGE LOWER THAN ROW AVERAGE Source: Millward Brown Ad Reaction 2015

6 ADVERTISING RECEPTIVITY THINK CAREFUL ON THE FORMATS TO USE - GIVING AUDIENCE CONTROL HAS BETTER CHANCE OF VIEWABILITY HK 50 MOBILE APP REWARD IN-BANNER CLICK-TO-PLAY SOCIAL CLICK-TO-PLAY SKIPPABLE MOBILE POP-UP SKIPPABLE PRE-ROLL IN-BANNER AUTO-PLAY SOCIAL AUTO-PLAY PRE-ROLL MOBILE APP POP-UP NOTICED Source: Millward Brown Ad Reaction 2015

7 CONTENT/CREATIVE QUALITY CRITICAL WHEN IT COMES TO DIGITAL VIDEO RECEPTIVITY 27 SITUATION 65 ADVERTISING QUALITY HK 38 FAMILIARITY REASONS NOT TO SKIP ADS (ONLINE) INTRIGUE IN FIRST FEW SECONDS FUNNY OR HUMOUROUS VISUALLY APPEALING A PERSON/CHARACTER I AM INTERESTED IN CATEGORY INTEREST 31 BRAND INTEREST GIVES ME SOMETHING IN RETURN SOMETHING I HAVEN T SEEN BEFORE Source: Millward Brown Ad Reaction 2015

8 CONSUMERS WANT CONTENT THAT IS INTERESTING, ENJOYABLE OR USEFUL MARKETERS WANT TO DELIVER A MOTIVATING IMPRESSION OF THEIR BRAND LET S PUT OUR TV COMMERCIAL ONLINE

9 APAC MADE-FOR-WEB CONTENT DELIVERS BETTER ON BRAND FAVOURABILITY AND PERSUASION AIDED Aided BRAND brand AWARENESS awareness ONLINE Online AD ad AWARENESS awareness MESSAGE Message ASSOCIATION Association BRAND Brand Purchase PURCHASE intent FAVOURABILITY favorability INTENT RE-PURPOSED TV ADS MADE-FOR-WEB Source: Millward Brown Digital advertising evaluation Norms

10 CHINA RULES OF ENGAGEMENT HAVE CHANGED - GOOD TV COMMERCIALS FAIL ONLINE TV PRE-ROLL HIGHER THAN AVERAGE AVERAGE LOWER THAN AVERAGE Source: Millward Brown China Pre-Roll Study

11 CREATE MORE MAGIC WHEN IT COMES TO ONLINE TV ONLINE (VIDEO) LOGIC>MAGIC BE CLEAR FIRST MAGIC>LOGIC ENTERTAIN FIRST

12 HUMOUR FUNNY IS GOOD 100 MEMORABLE 100 DISTINCTIVENESS 97 CREATIVE VIRAL PREDICTION 48 PERSUASION WENT VIRAL IN HONG KONG STRONG PERFORMANCE IN TV TOO Nestle Frutips 2015 CNY online video ad Source: Millward Brown 2015 Study

13 BE DISTINCTIVE BREAKING CATEGORY CODES HELPS CUT THROUGH CLUTTER AND GIVES A NEW/INTERESTING DIMENSION TO AUDIENCE Ranking ENJOYMENT BRANDING ENGAGEMENT Ad distinctiveness TOP 20% BOTTOM 20% Source: Millward Brown China Pre-Roll Study

14 KEEP SCENARIOS RELEVANT HIGH EQ ADS CAN WORK WELL ONLINE NEAR TO REAL LIFE SHOWS HIGHER POTENTIAL TO WIN ONLINE (ESP. THOSE TARGETING YOUNG PEOPLE) 2014 TOP 10 ADS, ADWEEK

15 INTRIGUE - CREATE INTEREST IN FIRST FEW SECONDS 100 INTRIGUE FUNNY DISTINCTIVE BRAND MESSAGE BUILT INTO STORY BUPA 2015 online video ad

16 VIEWER SHARE (%) BEWARE OF THE CLIFF EVEN WITH HIGHLY ENGAGING ADS, MANY SKIP AWAY AS SOON AS THEY CAN. WE SEE THIS PATTERN FOR YOUTUBE SKIPPABLE PRE-ROLL AND FACEBOOK AUTO-PLAY VIDEO PLAYBACK BEHAVIOUR DURATION OF AD (SECONDS) Source: Millward Brown Ad Reaction 2015

17 FOCUS ON SKIP RESISTANCE INCREASE AUDIENCE ENGAGEMENT BY CAPTURING ATTENTION EARLY PX MART -TAIWAN IGA-AUSTRALIA

18 INTEGRATE BRAND EARLY AND OVERTLY UNLIKE ADS ON TV, IF BRAND NOT FEATURED IN THE FIRST FEW SECONDS, OPPORTUNITY TO HALF OF YOUR AUDIENCE. AD SHOW BRAND CONTINUOUSLY AND PROMINENTLY Top 20% score in Branding 50% 16% 90% Bottom 20% score in Branding Source: Millward Brown Digital advertising evaluation Norms

19 KEEP IT SIMPLE BUT NOT SIMPLISTIC CONSIDER THE LENGTH EVEN 6 SECONDS CAN DO THE JOB CUE THE BRAND BUILD SINGLE-MINDED RATIONAL ASSOCIATIONS OR REINFORCE EXISTING RATIONAL AND EMOTIONAL ONES

20 GETTING DIGITAL VIDEO RIGHT CREATIVELY CAPTURE ATTENTION ENGAGE IN THE FIRST FEW SECONDS TAILOR LENGTH TO THE CONTEXT

21 AND MEASURE PERFORMANCE PETER DRUCKER If you can t measure it, you can t improve it

22 LEADER IN BRANDS AND COMMUNICATION RESEARCH IN ASIA 40,000+ TV ADS IN THE LINK DATABASE DIGITAL CAMPAIGNS FACIAL CODING DIGITAL LINK WECHAT LINK DIGITAL LINK EXPRESS BRAND LIFT INSIGHTS

23 2015 GETTING DIGITAL VIDEO RIGHT RUPAM BORTHAKUR