Video continues to be an effective and emotionally engaging way for brands to tell their stories. The growth of the accessibility of portable devices and improving technical capabilities means consumers are able to' watch what I want, when I want' – giving 'video' a broader remit.
- Programme watching has increasingly expanded beyond linear TV viewing. Catch up/on demand and an increasing number of programmes are recorded for people to watch at a convenient time. While TV continues to generate significant advertising investment, it's clear that TV watching is evolving beyond scheduled viewing and beyond linear TV – particularly in developed markets.
- Increased touchpoint opportunities and of growth of online investment/accessibility. Multiple screens are being accessed and this is made possible by the portability and popularity of mobile devices. There has been a continued and significant rise in media investment in digital and a drive to better understand how to best measure effectiveness in this complex media environment.
While these evolutions present marketers with the opportunity to connect with consumers through increased 'screen time', they also present challenges. Greater control delivered by catch up and digital viewing means viewers can fast forward through ads, skip content and avoid ads altogether. Furthermore predicting the impact of online video content is not straightforward because of the different ways exposures are paid for and presented within digital.
This paper introduces a new Kantar Millward Brown creative development solution that supports optimisation and measures the power of a video developed for both TV in its evolving form and digital contexts. Link for Video is a direct response to the need for an efficient way of reviewing how well an asset will perform in these different environments.
The objectives of the Link for Video solution:
- Provide a robust evaluation of the power of the creative and diagnosis to optimise context-specific placement
- Recognise the way consumers engage with video content within core digital contexts and the evolution of linear TV, and differentiate between what makes impactful copy for each of the contexts and how to measure this
- Recognise the importance of emotional and intuitive (system 1) response in evaluating the reaction and associations that consumers will take away from the copy.
- Emphasise the importance of behavioural measures within digital contexts as the only way to capture the natural in-context consumer response which is essential to support optimisation, and evaluating retention and the impact of partial views.