IAB Identifies Audience Motivations and Mindsets as Signals Required to Better Inform Targeting Strategies for Digital Video

Study Points to the Need to Move from “Day-Part” to “Mind-Part” Planning

NEW YORK — Delving into how consumers watch digital video—beyond dayparts, demos and/or perceived personas—IAB released research that highlights how consumers motivations and mindsets inform their receptivity to advertising. The study presented at the 2019 IAB Digital Content NewFronts, entitled “A Day in the Life of Video Viewers,” shows that consumers watch video on different screens throughout the day—and do so with multiple motivations—which impacts their receptiveness to advertising. As marketers look to unify TV and digital campaigns, the research provides valuable information about how advertisers can use the medium more effectively to connect with consumers.

“We hope this study will lead to innovation and greater rigor in both audience research and the data and methods used for pairing content, consumer mindset, and advertising.”

Motivation wise, nearly 90 percent of weekly online video viewers say that they stream video to relax at the end of the day and during their free time—the highest percent of any motivation/mindset. The next most common viewing motivations are planned viewing (76%) and taking a break (75%).

Motivations/mindset groupings in the study include:

Viewers are significantly more attentive to both content and ads when watching videos for educational/instructional purposes, and 40 percent say they pay more attention to ads in this mindset. In addition, consumers are highly attentive to ads when they are watching video as they prepare for the day.

Overall, digital video viewers are accepting of advertising and communicate clear ad preferences:

• Nearly 80% of digital video viewers accept free content as a value exchange for watching advertising
• 56% of video viewers say that they prefer and are more open to contextual ads
• On average, 37% of viewers surveyed reported an increase in ad receptivity when exposed to ad targeting that they prefer (e.g., Behavioral, Contextual, Mindset, Demo)

Learnings by device Include:

Mobile:

• Mobile phones are the ‘go to’ device for all ages for Informational, Spontaneous or Escapist viewing, with ages 13-17 more likely to use a smartphone for any viewing mindset. As ad attention is higher in these states consider shorter, vertical video and/or native ads.

Connected TV:

• Viewing occurs on the big screen across all age groups, typically when appointment viewing or in a relaxation mindset, where TV shows and movies are preferred and no strong ad relevance preference is shown. Consider general advertising.

Desktop:

• Educational/instructional videos, where consumers are most open to ads, rank highest on desktop for all age demos. Consider contextual or informative (e.g. product learning) ads.
• Adults 35+ over index on spontaneous viewing on desktop—consider delivering sequential horizontal ads when consumers are binge viewing clips

“The IAB is constantly working to improve the video marketplace and educate buyers and sellers on opportunities and what works best,” said Anna Bager, Executive Vice President of Industry Initiatives, IAB. “Digital video isn’t traditional TV, and today there are many more viewing options. As consumers jump from different content and different screens throughout their day, their openness and receptiveness to advertising changes, and what it takes to successfully reach them shifts as well.”

“The industry recognizes that the on-demand and always-on nature of media consumption requires a more nuanced approach to connecting with the right audience. We see this ‘day-part to mind-part evolution’ as key to a more relevant and effective way of working,” said Eric John, Deputy Director, Video Center of Excellence, IAB. “We hope this study will lead to innovation and greater rigor in both audience research and the data and methods used for pairing content, consumer mindset, and advertising.”

“A Day in the Life of Video Viewers” was released during the IAB NewFronts Insights Symposium in New York City by IAB Research and Measurement and the IAB Digital Video Center of Excellence. To view the entire report, go to https://www.iab.com/day-in-life-video-viewers.

Methodology

Commissioned partner: maru/matchbox. Online survey fielded March 19-27, 2019 to a panel of U.S. consumers, aged 13+. Total sample size: 1,544 consumers

About the Digital Content NewFronts

The Digital Content NewFronts is an annual series of events founded by Digitas, Google/YouTube, Hulu, Microsoft, and Verizon Media (formerly known as AOL and Yahoo), in 2012. It is committed to the creation of valuable partnerships between brands and native digital content. Our mission is to shape the NewFronts into a new and practical marketplace for connecting the wealth of digital content and content creators to brands and their media and marketing agencies.

About IAB

The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, it develops technical practices. IAB and the IAB Education Foundation are committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a San Francisco office.