Multiscreen Video Best Practices

Understanding the next wave of video ad receptivity


Millward Brown Digital partnered with IAB and Tremor Video on this “Multiscreen Video Best Practices” report to help marketers and publishers understand which aspects of mobile video advertising are most important in reaching and engaging audiences, and how these vary across generations. This report features findings from a proprietary advertising study conducted to understand the differential impact of creative length and screen size variables in driving advertising effectiveness. We examined two ad executions (a 30-second advertisement and a 10-second advertisement) for three unique digital video campaigns across smartphones, tablets, and desktops.

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Key findings


  • Multiscreen videos need to be branded with smaller mobile screen sizes in mind
  • Tablet and Smartphone videos work differently across generations
  • Ideal ad length can vary by generation and screen

Cross-screen video ad receptivity


Travis Coleman, Senior Director, Media Practice, Millward Brown Digital, Ariane Gut, Head of Insights & Analytics, Tremor Video, and Joe Laszlo, Vice President, Industry Initiatives, IAB, talk about Cross-Screen Video Ad Receptivity: The Long and Short of It at the 2016 IAB Mobile Marketplace.




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