IAB-视频观众的一天（英文）-2019.6-56页_1mb

Summary of "A Day in the Life of Video Viewers"

Core Content

This report explores how consumer motivations and mindsets influence their digital video watching habits and ad receptivity. It was commissioned by maru/matchbox and sponsored by Mirriad and Samsung Ads. The study is based on an online survey of 1,544 U.S. consumers aged 13+ from an online panel of ~250,000 members, conducted between March 19 and March 27, 2019.

Main Objectives

1. Understand how consumer motivations/mindsets affect their receptivity to video advertising.
2. Identify correlations between video content and ad attention, relevance, and receptivity.

Key Findings

Consumer Viewing Habits

• 74% of U.S. consumers aged 13+ watch streaming/online video at least weekly.
• 41% watch daily.
• Younger audiences (13–17) watch digital video more frequently than older segments.
• 18–34 age group streams daily 5 times more than those aged 55+.
• Weekly viewers experience 3+ motivations/mindsets per day and 7+ per week.

Top Motivations/Mindsets

1. Relaxation (89%)
2. Appointment Viewing (76%)
3. Escapist/Break Time (75%)

Ad Receptivity by Motivation/Mindset

• Consumers are most attentive to ads when:
  • Preparing for the day
  • Learning a new skill
  • Working on a project/task
• 80% of viewers accept free content as a value exchange for watching ads.
• 56% prefer ads related to the content they are watching.
• 37% report increased ad receptivity when shown ads of their preferred relevance type.

Ad Relevance Preferences

• Contextual relevance is the most preferred type of ad relevance across all motivations/mindsets.
• Mindset/motivation relevance is also preferred, especially for Educational and Appointment viewing.
• Behavioral relevance and demographic relevance are also effective when delivered at the right time and device.

Device Preferences for Ads

• Smartphone users prefer short or skippable ads.
• Computer users prefer short, skippable, and countdown ads.
• Connected TV users prefer short ads.
• Countdown ads are less important across all devices.

Device Usage by Motivation/Mindset

• Connected TV is the top device for Relaxation and Appointment viewing.
• Smartphone is the top device for Spontaneous, Escapist, and Educational viewing.
• Computer is the top device for Educational viewing.

Gender Differences

• Males are more likely to watch video to pass time while traveling or help with a project/task.
• Females do not over-index for any particular motivation/mindset.

Content Attention vs. Ad Attention

• When content attention is in background mode (e.g., for relaxation or entertainment), ad attention increases.
• Educational videos result in higher attention to both content and ads.

Ad Receptivity Increase

• Showing consumers content-related ads increases their ad receptivity by an average of 37%.
• Educational and Appointment viewers show the highest increase in ad receptivity when shown preferred ad types.

Recommendations

• Marketers should leverage content-related ads, especially in Educational and Appointment viewing contexts.
• Publishers can optimize ad delivery by understanding viewer motivations and matching them with relevant ad types and devices.
• Device-specific ad formats (e.g., skippable on smartphones, short on computers) should be considered for better engagement.

Conclusion

The study emphasizes the importance of aligning ad relevance and format with viewer motivations and devices to enhance ad receptivity and effectiveness. It provides actionable insights for both advertisers and publishers to improve messaging and delivery strategies in the digital video space.