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New global study of consumer viewing habits shows that TV ads are still the consumers’ preferred form of advertising – but digital videos are taking a better hold and they deserve to come out of the shadows.

Some companies know how to do it. But not very many. Rynkeby Foods A/S, the largest manufacturer of juice and cordials in the Nordic region is one of the few companies, though, who have figured out the formula. For those who would like to pull it off and go viral, too, the global report that Millward Brown has just unveiled, contains important knowledge. “AdReaction; Video Creative in a Digital World”, is the name of the report. It is the result of interviews with 13.500 consumers in 42 countries, including four Nordic countries, about their habits, behaviour and attitude in correlation with ads on different platforms.

For the first time in the Nordic countries, we now have a big, global study of consumers’ behaviour regarding viewing habits of video content on different platforms. The consumers who participate in the study are the so-called ”multi screen users”, between 16 and 45 years of age, who have access to TV, pc, laptop, smartphone and tablet. The study focuses on the consumers’ reception of video content, which is defined as TV-series and films, news clips, viral videos and other types of videos.

According to Uffe Jakobsen, Director in Millward Brown Nordic there are many good reasons to look into the reports’ main conclusions if you are an advertiser or work with the development of communication and marketing in other ways.


  • “The study gives us a unique insight into both global and Nordic consumers’ habits on digital platforms. There are invaluable inputs for companies who want to become better at understanding the consumers, get their attention, and create more effective advertising online. The study gives us some important insights into the way people relate to digital ads, how their mind-set is in different viewing situations, what they expect and want from digital ads, and what they absolutely don´t want. To put it briefly, you can learn a lot about global and Nordic viewing habits and different reception situations from the study, and thereby become better at understanding what is needed to come through with your messages.”

When digital films go viral, the world helps spreading your message

The study confirms what we probably all had guessed: Most of us spend an increasing amount of time on different digital platforms. The Nordic multi screen users time consumption of video content on screens is just below 3 hours a day and total screen time more than 5 hours per day. The interesting thing is, however, that despite the fact that the global consumer spends more and more time on digital platforms, we still favour the TV-ads we know from regular flow TV. Uffe Jakobsen explains why:


  • “Both advertiser and agencies have had a tendency to consider digital marketing a place where you could use your remaining ideas. Typically, more energy and bigger development budgets are put into TV-ads. Many advertisers also fail to test, if and how their online ads work. That´s a big mistake, because when you like e.g. Rynkeby Foods A/S really put a lot of effort into digital videos, it is possible to achieve great things with viral effect and word of mouth recommendations”.

Rynkeby Foods A/S put all their energy into digital video and after a competition with three agencies and Millward Brown’s pre-test LINK, they developed the videos with the orangutan Rynke. The films are based on the newest 3D-technology, which has made Rynke so vivid you would think he is alive. The films were fully developed and fine tuned after the test and ended up being so good that they went viral, which means getting seen, shared, recommended and living a life on their own on the web – every company’s steamy viral dream. The latest film, ”Monkey playing the piano” has currently been played almost three million times on YouTube.


Nordic Marketing Director in Rynkeby, Jørn Falk, elaborates:


  • “The film is a great example of how much you can achieve if you approach the digital arena right and use the opportunities and the freedom it offers. One of the advantages are that you can take your time and tell a different story than you could on TV, where every second costs a fortune. So, digital marketing is another way of thinking, both in regards to media planning and creative development. You have to press different buttons to involve the consumers, because their mind-set is different from watching traditional TV-ads. TV still gives us Awareness, and we still use that, but we have made a 360 degree campaign, focusing on net-TV and social media. Our original goal was to get one million views – and that was fulfilled long ago.”

Three pieces of advice for advertisers and agencies

Uffe Jakobsen has extracted three pieces of advice from the study and encourages advertisers and agencies to read the entire report, making sure they are not missing important points:


Be present digitally with relevant content and don´t stalk consumers. The receptivity of the consumers is biggest (41%) when the ad is about something they are interested in, or if the ad is about a brand they know and like (40%)

  • The consumers don´t want to be disturbed and forced to watch ads they don´t like to the end. Be creative and make sure you deliver the most important message of the ad in its very first seconds – and in an involving way. Humour is the most effective tool to maintain interest in a video ad.
  • Content is still King. The AdReaction report shows that advertisers who earn the consumers’ goodwill by not wasting their time are rewarded. The Rynke ads are fantastic examples of how a brand can revitalise itself by showing content that gets the consumer on board on both TV and digital platforms.

The entire report is available on AdReaction: Video Creative in a Digital World

Please join our webinar on November 19th

On November 19th there will be a global webinar on the study and you are invited! Please register here

There is an interactive report available online as well as powerpoint presentations, covering a global overview and localized findings. Please find them here.

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