According to a new report from Millward Brown, consumers are spending just as much time watching online video as they are watching television.
This might not come as a surprise to many advertisers, as we have seen growth in online video streaming, however, this shifts how advertisers can best reach their target audience.
Millward Brown conducted a global study of over 13,500 multiscreen viewers (people with a TV and either a smartphone or tablet) in 42 different countries. The study showed that people between the ages of 16 and 45 watch 204 minutes of video a day.
Those 204 minutes are split equally between television viewing and online viewing.
This study has shown that not only younger generations utilize online video, but also Generation X-ers.
Consequently, viewers tend to find online advertisements irritating. Only 19 percent of online viewers responded in favor of online ads during their videos while 27 percent of viewers feel positively about television ads.
Interestingly enough, 41 percent of people who were included in the study responded favorably to ads tailored to their interest. With that being said, only 25 percent of respondents like ads that had tracked their browsing history and promoted something from a website they had previously visited.
With this information, advertisers can start pushing their video ads onto online platforms. The most important measure of this transition will be the content and context in which the advertisements are displayed to make sure it is received with a positive connotation.