{"id":8111,"date":"2019-05-20T00:00:00","date_gmt":"2019-05-20T00:00:00","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/2019\/05\/20\/new-digital-video-viewing-habits-motivations-revealed-to-help-advertisers-connect-to-a-relevant-audience\/"},"modified":"2023-01-24T21:51:27","modified_gmt":"2023-01-25T04:51:27","slug":"new-digital-video-viewing-habits-motivations-revealed-to-help-advertisers-connect-to-a-relevant-audience","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/new-digital-video-viewing-habits-motivations-revealed-to-help-advertisers-connect-to-a-relevant-audience\/","title":{"rendered":"New Digital Video Viewing Habits &amp; Motivations Revealed to Help Advertisers Connect to a Relevant Audience"},"content":{"rendered":"<p><span style=\"font-weight: 400\">Consumers today have handfuls of options when it comes to viewing digital content. There are big screen Smart TVs, <\/span><span style=\"font-weight: 400\">there\u2019s <\/span><span style=\"font-weight: 400\">smartphones, tablets, laptop<\/span><span style=\"font-weight: 400\">,<\/span><span style=\"font-weight: 400\"> and desktop computers. <\/span><\/p>\n<p><span style=\"font-weight: 400\">With plenty of devices and other options available to help capture the attention of consumers all across the country, it\u2019s important that advertisers understand the viewing habits of consumers watching digital video, and how these habits change based on what screen they are viewing. <\/span><\/p>\n<h2><b>Digital Video &amp; Viewing Motivations<\/b><\/h2>\n<p><span style=\"font-weight: 400\">A new study from IAB <\/span><span style=\"font-weight: 400\">called <\/span><span style=\"font-weight: 400\">entitled \u201c<\/span><a href=\"https:\/\/www.iab.com\/news\/iab-identifies-audience-motivations-mindsets-for-digital-video\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400\">A Day in the Life of Video Viewers<\/span><\/a><span style=\"font-weight: 400\">,\u201d shows that consumers have different motivations depending on the screen they are viewing, which is a factor in their receptiveness to advertising. These motivations include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Relaxation: <\/b><span style=\"font-weight: 400\">When viewers unwind at the end of the day or during free time<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Appointment:<\/b><span style=\"font-weight: 400\"> When viewers plan to watch a program, either alone or with others<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Spontaneous:<\/b><span style=\"font-weight: 400\"> When viewers watch with no agenda or catch up on vi<\/span><span style=\"font-weight: 400\">r<\/span><span style=\"font-weight: 400\">al videos<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Escapist:<\/b><span style=\"font-weight: 400\"> When viewers watch during breaks or while traveling to pass the time<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Educational:<\/b><span style=\"font-weight: 400\"> When viewers watch to learn a new skill or get help with a project<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Informative:<\/b><span style=\"font-weight: 400\"> When viewers watch the news and other content to get ready for the day<\/span><\/li>\n<\/ul>\n<p>Among these mindsets, the study also found that 90 percent of participants are motivated by relaxation, and 76 percent are motivated by planned viewing.<\/p>\n<h2><b>When are Viewers Paying the Most Attention?<\/b><\/h2>\n<p><span style=\"font-weight: 400\">From an advertiser\u2019s standpoint, the best digital video strategy might include creating educational videos and instructional how-tos, as viewers pay close attention to this content type. In fact, 37 percent of viewers say they\u2019re <\/span><span style=\"font-weight: 400\">\u201c<\/span><span style=\"font-weight: 400\">more open to ads<\/span><span style=\"font-weight: 400\"> when they see content-related video ads.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">Meanwhile, 40 percent of participants say they pay more attention to the ads that accompany educational videos. The study also found that audiences are highly receptive to ads viewed in the informative motivation mindset. <\/span><\/p>\n<h2><b>Devices and Mindsets<\/b><\/h2>\n<p><span style=\"font-weight: 400\">How do the devices we watch content on relate to<\/span><span style=\"font-weight: 400\">\u00a0our motivations and mindsets? The study found that:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Connected TVs account for more than half of the viewers in the relaxation and appointment motivations<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Smartphones account for the majority of viewers in the spontaneous, escapist, and informational motivations<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Both desktop and laptops are viewed by a majority in educational motivation<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">The study also found that, surprisingly, consumers typically watch news and weather on a smartphone, and 41 percent of <\/span><i><span style=\"font-weight: 400\">these<\/span><\/i><span style=\"font-weight: 400\"> viewers pay more attention to ads than any other motivation category. <\/span><\/p>\n<h2><b>Relevance is Key<\/b><span style=\"font-weight: 400\"><br \/>\n<\/span><\/h2>\n<p><span style=\"font-weight: 400\">In the age of smartphones and instant internet access, consumers have come to expect a personalized and relevant experience, whether it\u2019s through <\/span><span style=\"font-weight: 400\">TV <\/span><span style=\"font-weight: 400\">broadcast<\/span><span style=\"font-weight: 400\"> or digital channels. For example, a viewer watching content on \u201cHow to make the Best Lasagna\u201d would be receptive to an ad for a local grocery store. These types of ads are preferred by 56 percent of respondents. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Next, 36 percent of viewers prefer ads related to the viewer\u2019s behavior, such as seeing an ad for the shoes they were shopping for earlier. Finally, 35 percent prefer ads that are related to their mindset, such as seeing an ad for Starbucks as they get ready to start their day in the informative mindset. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Consumers in the study also made it clear that they prefer shorter and skippable ads. This makes it all the more important for ads to be clear, concise, and compelling in a very limited amount of time.\u00a0<\/span><\/p>\n<h3><b>About TEGNA\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400\">TEGNA\u00a0 is a one-stop shop that helps businesses thrive through an unmatched suite of services and solutions that reach consumers nearly everywhere they are. We combine the power of our local trusted brands, insights, creative, and multimedia platforms to ensure you have every option available to find marketing success.<\/span><\/p>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/contact\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Contact TEGNA <\/span><span style=\"font-weight: 400\">to find out how we can improve your marketing strategy.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How does your audience respond to digital video? Understanding viewing habits of consumers and how they watch digital video, and how these habits change based on what screen they are viewing, is critical.<\/p>\n","protected":false},"author":4,"featured_media":8112,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54],"tags":[],"class_list":["post-8111","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beingoodcompany","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8111","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=8111"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8111\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/8112"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=8111"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=8111"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=8111"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}