Advertising on a smartphone? Be relevant, funny and captivating

Multiscreen users in the Netherlands spend about 60% of their video content watching on TV and 40% on other digital devices (smartphone, laptop, tablet), according to AdReaction: Video creative in a digital world.
AdReaction is an annual survey by Millward Brown. This year 13.500 consumers in 42 countries (16-45 y/o) were interviewed about their multiscreen behaviour. The results give an insight into the how, where and why people watch video content, when people are susceptible to ads and which creative content works best on which device.

The conclusions of the AdReaction report are  that consumers like to have their privacy respected. Consumers do not like ads which are clearly based on their recent searches. Consumers also want to have the option of skipping or starting the advertisements. And the first seconds need to be captivating for the consumer to watch till the end. Final conclusion: the more humorous, the longer the consumer stays.