New 42-country (including GR) study examines consumers’ video viewing behavior and the impact for marketers
This year, Millward Brown’s annual AdReaction study analyzes video viewing among more than 13,500 multiscreen consumers, and also includes learning from parallel copy testing conducted across TV, online video and mobile video ads. We learned digital video viewing minutes now match time spent watching TV, but receptivity to digital ads remains much lower than for live TV ads. The findings help marketers understand how, where and why people view video, when consumers are open to advertising, and which creative approaches work best on each screen.
Link: To explore interactively for Greece and other countries