March 14, 2020

It’s no secret that the video device landscape is fragmented. In fact, the average U.S. home owns over 10 connected devices. Understanding the nuances is key for advertisers looking to reach receptive audiences and better inform their future planning efforts. “The Anatomy of a Video Experience,” a study conducted by MAGNA, IPG Media Lab and Vevo, explores the many ways consumers view video across devices, and what motivates their viewing habits.

The natural nuances of video experiences were tracked across various devices such as Over-the-Top (OTT), Linear TV (LTV), PC and Mobile, in order to uncover the 5 W’s of Video Consumption: Why, What, When, Where and Who.

The study found that viewers have no true “go-to” device to watch video and in fact, device selections are made in the moment based on situational factors. For example, viewers select OTT for video/audio quality, select LTV for exclusive content, and select mobile and PC for accessibility.

Additional key findings of the study include:

  •     Consumers are in vastly different mindsets on each video device. For example, people have relaxation in mind when watching on bigger screens, and utility on PC.
  •     Audio attention reigns supreme, even in a video environment, with the highest full attention to audio at 56% on PC, as opposed to highest full attention to visual, 44% on OTT. Video ads should rely on more than just visuals to get its message across.
  •     Video co-viewing offers a sweet spot for advertisers, offering purpose-driven viewing, longer session lengths, and higher receptivity. In fact, OTT was the best device for co-viewers (49%), and they are especially attentive on it (43%).
  •     The music genre is strongly tied to positive moods and high cultural relevance, allowing advertisers to reach music video viewers in moments where their brand message will resonate most. This is especially true for music video consumption on OTT, where ad receptivity is particularly high (co-viewing ~68%; solo viewing ~ 58%).
  •     LTV users are more likely browsing on other digital devices if they’re multi-tasking than users of other devices, providing an advertiser opportunity for simultaneous cross-screen exposure.
  •     There is more passive video search discovery happening on OTT (24%) than other digital devices like PC (18%) and mobile (16%).

Download the full report, CLICK HERE.





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