TechTalk editorial2Technology trends, opinion and insight | Edition two - 2012 the tv edition It’s difficult to think of a technology that has been more important and influential than TV. For a large part of the twentieth century, TV played a key part in many of our lives, entertaining and informing, serving as a virtual fireplace. The latest technology evolutions, such as Connected TV, have the potential to completely change this TV-viewing culture and experience. Today, we can choose from an almost limitless selection of content, challenging a past era of restrictive, scheduled viewing. Additionally, the rise of the ‘second screen’, mainly in the form of smartphones or tablets, has added a new dimension to TV viewing, enabling us to engage with content in new ways. This edition of TechTalk explores how these emerging technologies have been adopted globally and have changed TV-viewing behavior, sharing highlights from our global survey. We also look at upcoming developments, such as the exciting opportunities presented by natural user interfaces and the emergence of new creative ‘indie content’. The role of advertising in this multiscreen landscape deserves particular attention as it offers effective ways for industries to build brand relationships with consumers through more active engagement. Finally, as smartphones enter the TV space as first and as second screens, it’s worth looking at the developments of smartphone apps and the trends we are seeing across the consumer journey for these devices. Happy reading! Anette Bendzkothe tvedition Global Lead Technology, GfK Consumer Experiences firstname.lastname@example.org Copyright GfK | TechTalk Edition Two 2012
the TV edition 4 contents p.05 Driving Engagement through the second screen p.09 relax, lean back and discover! p.13 advertising cut through in a multiscreen environment p.19 the rise of online video advertising p.23 The Emergence of a New global TV Landscape p.29 APP DESIGN AND THE SHIFT TOWARDS FUN AND CREATIVITY p.35 Why a successful indie media industry is good for the consumer p.41 natural user interfaces are here to stay p.45 Shortcuts: consumer decision making in the real world p.49 Smartphone experiences in emerging markets p.53 contactCopyright GfK | TechTalk Edition Two 2012 Copyright GfK | TechTalk Edition Two 2012
5 the retail edition the TV edition 6 Driving Engagement through the second screen By Rose Tomlins The TV-viewing experience has always struggled for our undivided attention; from screaming children to writing the shopping list, we’ve unknowingly multitasked while watching TV. Yet a new challenge now seems to be threatening the TV-viewing experience - the rise of the ‘second screen’. Our shiny new laptops, tablets and has struggled to really gain traction in smartphones tempt us away from the TV consumer TV-viewing ecosystems. experience we initially set out to enjoy. Nevertheless, over recent months, Whether it’s quickly checking Facebook greater recognition has been given to during a quiet moment in the soccer the potential of the second screen in re- match, or texting a friend to arrange lunch, engaging consumers with their TV-viewing the distractions are numerous and easily experiences. It is increasingly viewed as an managed while watching TV. However, enhancer, rather than a detractor, to the when it comes to multitasking, we generally overall TV experience. And, as such, with sacrifice the quality with which we’re able a revival of the second-screen use case, to execute each task. And at first glance, in this time it seems to be accompanied by the context of the proliferation of second genuine consumer excitement. screens, it appears to be the TV experience that suffers. How many goals have been The organic rise of the Twitter hashtag missed during that quiet moment when we has much to do with this revival. By were quickly emailing a friend? spontaneously tweeting about TV content with an accompanying and relevant Since the advent of the first app store hashtag, users ensure that like-minded in July 2008, many concepts have been viewers can discover and read their tweets. tested that focus on similar second- Through enabling consumers to bond screen multitasking (otherwise known as over topical TV conversations, Twitter has second-screening) use cases - for example, provided a compelling use case for the watching TV on your phone while having second screen and one that TV producers an IM chat with your friend. While being have been quick to capitalize on. received favorably, these types of use cases typically fail to ignite genuine excitement. Reality TV shows in particular have Despite fulfilling a functional consumer benefited from being able to influence and need for greater efficiency through share opinions on the shows’ live events. multitasking, these use cases ultimately fail A simple Twitter hashtag trend flashed to address the more emotional consumer up at the end of each act is enough to need for an engaging and immersive drive consumers to tweet their thoughts TV experience. Perhaps this goes a long on the show they’ve just watched. The way to explaining why the second screen accompanying ‘buzz’ around that TV showCopyright GfK | TechTalk Edition Two 2012 Copyright GfK | TechTalk Edition Two 2012
7 the TV edition the TV edition 8 “What tv-sidekick screen and compete against their friends. Monterosa3 , the solution developer behind with your Connected TV. So, although TV viewing may arguably remain a bases itself around the concept of ‘fan SideShows’ that enable consumers to solutions have this second-screen solution, states on its predominantly first-screen experience, engage with like-minded fans of their website that the second screen actively interacting with TV content is starting favorite TV show, sharing clips and lyrics in common is encourages viewers to engage in the shows to make more sense when conducted or even sourcing the retailers that stock a recognized they watch. Far from distracting viewers, it via the second screen. The ability their character’s favorite outfit. The idea gets them talking more about those shows of second screening to facilitate a is fun and ideal for cult TV shows such potential for with their friends, generating positive word more pleasurable experience when as US comedy-drama series Glee, where using the second of mouth. Monterosa’s position is clear; the second screen exists to make TV viewing it comes to data input (keyword searches, tweeting etc.) is one of the fan engagement with the characters and plotlines is incredibly high. screen as a more an experience by involving viewers, making key benefits these solutions seek to intuitive and them feel like they are part of something special. Another example of this is the capitalize on. Later in this TechTalk edition, we explore this in relation The emergence of these TV-sidekick solutions indicates a new role for the engaging means smartphone application developed by Fox to advertisers who increasingly seek second screen in re-engaging consumers TV for the US cult forensic drama ‘Bones’4 . to capitalize on second screening with their favorite TV shows. Far from with which to The app allows viewers to participate in the by advertising on all screen being a threat and challenge to the ‘first’ interact with your show, solve cases, and even purchase songs simultaneously. screen, the second screen may actually that feature in the show. turn out to be its savior. Connected TV” A final variation on the second-screen The second type of TV solution focuses solution is a more niche-use case, as Want more information on this article? around the Connected TV proposition, demonstrated the Miso app6. Miso - Rose Tomlins utilizing the second screen to facilitate email@example.com greater interaction. While Connected TVs 6 http://gomiso.com/ are great for opening a range of content is what keeps producers happy, driving onto screens, when it comes to navigating consumers to phone in and vote for their through complex on-screen program favorite act. Beyond the reality TV show, guides, the experience can suddenly Twitter is being used to creatively engage become a lot less intuitive. Solutions with consumers, as demonstrated by the such as Microsoft SmartGlass have been UK teen drama ‘Misfits’1 . Producers utilized quick to exploit the potential benefits of Yet the connected TV is beginning to technologies to people. From the a sophisticated online and viral campaign a second-screen solution to aid discovery change this fragmented experience to outset, as shared viewing experiences which saw the actors and actresses create and navigation, in this case by using a something that can again be shared, become ever more socialized, content ‘character Twitter streams’ that they Windows tablet to act as a smart remote and this time shared globally and in providers will need to offer audiences updated during and after the show. These control, game controller and navigational real time. This obviously presents a ways to filter or control who they are initiatives added an extra dimension to the tool in one. An example of a similar solution slightly paradoxical situation where sharing the viewing with. action unfolding on viewers’ ‘first’ screens. (but in the smartphone application space) people in the same house (or even in is Zeebox5 , an app that enables you to the same room) are not sharing TV in a The viewing experience is also under Following the success of Twitter in reviving interact with TV content via your second physical sense, but are instead sharing the threat of dilution as people second screening, a noticeable number of screen in a variety of ways. This includes content with other groups of people grapple with the intrusive aspects more sophisticated TV ‘sidekick’ solutions seeing what your friends are watching, that they’re connected with ‘virtually’ of connected content and devices, have emerged. Each is specifically designed chatting to others about shows, getting through social media. particularly as advertisers start to take to drive greater TV engagement through, live stats for sports matches and remotely advantage of opportunities that such and raise the profile of, the second screen. controlling your Connected TV. The fact What is the potential It is the combination of social new developments present. Broadly speaking, there appear to be three that all this can be done on your tablet, impact of Smart TVs… from connectivity with interactive gaming, different types of sidekick applications and ‘hyper-real’ viewing experiences, Broadcasters will have to keep up with wirelessly, with a touch screen keyboard, a cultural and futurology currently available to TV viewers. makes interacting with your Connected TV which will ultimately impact how we the new features and options available perspective? use media in the long term. Imagine to audiences, perhaps pushing them to an altogether more exciting and immediate The first type of TV-sidekick solution is one experience. a scenario where you can ‘virtually’ offer more hyped and extreme content that is custom designed to work alongside In the latter half of the 20th century, enter a tabloid talk show and shout at where boundaries are broken and specific shows. For example, a popular the TV has created a focal point in the What these solutions have in common the husband who cheated on his wife opinion on whether this is right or not quiz show syndicated globally, ‘Million home, a kind of virtual fireplace where is a recognized potential for using the via your avatar! Or, enter the scene polarizes the viewing audience. Pound Drop’ ’2, offers a custom-built site people can gather and share a viewing second screen as a more intuitive and of a live crime drama and help the where viewers can actually play alongside experience with the whole household. engaging means with which to interact detective look for clues along with Ultimately, the ‘smartening’ of quiz show contestants using the second More recently, with the introduction your friend’s avatar. TV provides another platform to of mobile viewing screens, the viewing 3 http://www.monterosa.co.uk/ fundamentally impact on the cultural experience has not only fragmented 1 http://www.e4.com/misfits/ 4 http://www.fox.com/bones/mobileapps/ Inevitably, there are some challenges landscape, much as it did in the last 2 https://www.themillionpounddrop.com/ 5 http://zeebox.com/uk/ audiences, but has become more to ‘selling in’ these new features and century. personal and customized.Copyright GfK | TechTalk Edition Two 2012 Copyright GfK | TechTalk Edition Two 2012
the TV edition 10 relax, lean back and discover! by emma roberts It’s Friday night, you’ve finished work, you kick off your shoes, pour yourself a glass of wine, put your feet up on the sofa and turn on the TV in time to watch your favorite show. The program starts and you sit back and start to unwind… but will such evenings remain the same as we embrace Connected TV? Accessing and viewing ‘regular’ and ‘one- time-based electronic program guide grid. off’ shows is a familiar experience for us all, Both of these paths take us on a relatively typically governed by a familiar time-based passive approach to content discovery, with program grid or, more often than not, by little time investment or up-front planning simply entering the channel number into required. the remote control at the appropriate time. It’s something that has become so habitual However, as Connected TVs start to that we do it without even really thinking, pool content from the internet onto our simply discovering what’s on by flicking TV screens, the way in which we watch, through the channels or scanning the on- select and discover such content is set screen guide. to change. The manner in which we flip through our TV guide and the approach Typically, unearthing new TV programs we adopt when browsing the internet are has been a fairly ‘lean back’ affair too. very different. Indeed, our motivations for With traditional TV, we have taken two using the internet and watching television clear paths when it comes to content are at odds. Whereas TV discovery can be discovery. The first of these paths is described as a ‘lean back’ or more passive ‘informed discovery’ where we watch experience and one that we often set out something that’s been brought to our on with the purpose of entertaining or attention by friends, via social networks, relaxing with friends and family, internet or on adverts. The second of these is discovery is a more ‘lean forward’ or ‘stumbled discovery’, where we ‘accidentally proactive experience, often undertaken on purpose’ come across something new, alone and usually for the purpose of active often by flicking through channels or a information gathering.
11 the TV edition the TV edition 12 “the main the primary aim of watching television. platforms for integrating the active and passive discovery experience. So what will be the EPG of the future? It’s clear that TV discovery will challenge So, if television viewers prefer to be given There are several immediate become smarter and more proactive information while internet browsers prefer advantages to engaging with the as Connected TVs enable powerful facing hardware to seek information, there are clear design second screen in this way. For internet-enabled discovery solutions. manufacturers implications for future EPGs. Successful example, the second screen allows Yet it is crucial that manufacturers EPGs need to build seamless links between viewers to ‘lean forward’ into their understand the ‘change of behavioral and service these two different modes of discovery, more active discovery mode without play’ to succeed in the home ecosystem. providers is how enabling consumers to switch between those modes with minimal interference. disrupting the ‘lean back’ experience for those watching TV with them (in With our TV-viewing experience rapidly evolving, ironically manufacturers must to ensure that However, a number of possible hurdles other words, on the first screen). In do anything but lean back and relax. TV discovery have been identified. A critical pain point that needs to be bridged when integrating addition, inputting text fields and searching for content is arguably continues to these two solutions is that in ‘lean back’ much easier when attempted with a Emma Roberts is currently on maternity leave but if you want more information mode we simply need to push a button touch screen interface on the second be a ‘lean back’ and the desired experience is delivered screen rather than a numeric keypad on this article, you can contact her colleague below: and relaxing to us, whereas in ‘lean forward’ mode we on a remote control on the first - firstname.lastname@example.org have to actively input a text field, search screen. experience while for relevant content and actively prioritize also enabling and select the experience we want to achieve. The critical crossroad arises when consumers to ‘lean we attempt to use traditional TV discovery solutions to enable a more proactive forward’ at key discovery experience. Traditional EPG and household audience by offering a further enhance this experience. moments TV remote control offer poor support to converged digital-content experience (games consoles, media centers, No doubt there will be some casualties the ‘lean forward’ experience (as anyone who has gone through the frustration of set-top boxes etc.). However, these on the way for entrenched brands. A typing out a keyword search using the have always met with barriers that major threat to the games-console number pad on their remote control will have stopped them achieving full category exists because, as Smart TVs Consequently, the main challenge readily agree). ‘ownership’ of home entertainment. evolve, they may gradually remove facing hardware manufacturers and In particular, issues include appealing the need for an independent gaming service providers is how to ensure that A further setback to seamlessly blending only to a smaller, more tech-engaged device within the home (in the shorter TV discovery continues to be a ‘lean these dual-discovery modes is the need audience (e.g. hard-core gamers, tech term this is likely to impact set-top back’ and relaxing experience while also to consider the social context in which we savvies etc.), separating the digital and box providers too). enabling consumers to ‘lean forward’ at often watch TV. The ‘lean forward’ discovery broadcast experience (despite best key moments. There is a danger that experience of the internet which is efforts) and not fully integrating their Broadcasters and cable/satellite- What is the potential employing an internet-style interface will typically conducted alone is not necessarily content and services with other device service providers are also in danger impact of Smart TVs from ecosystems. of become d-coupled from the value distract from the familiar television viewing conducive when the room is full of friends experience. And there is no evidence to and family shouting at you to change the perspective of a home chain as content is easily piped directly suggest that consumer-viewing behavior is back the channel and ‘lean back’ into the entertainment provider? As the TV format is ubiquitous from the original source to home. going to change. Research1 has shown that viewing experience. and used by everyone, the However, Smart TVs also provide many electronic program guides (EPGs) should be The Smart TV, with its large screen Smart TV evolution presents opportunities for broadcasters to make designed to suit the ‘lean back’ experience The bridging solution for these two and touch-of-a-button access, has the best opportunity in helping their content more interactive and as much as possible and not distract from discovery modes is likely to come in the potential to widen the appeal of content providers and device engaging, particularly when combining the form of the ‘second screen’. Here, digital and interactive content, provide manufacturers to finally fully ‘own’ their content with the more interactive 1 Bonnici, S. (2003) ‘Which channel is that on? A de- opportunities to merge this content the home-entertainment experience. elements of gaming and social sign model for electronic programme guides’, Procee- companion devices such as smartphones dings of the 2nd European Conference on Interactive and tablets are viewed as the appropriate with broadcast TV, and enhance shared Nevertheless, to capitalize on this, it networking. Television, 49-57 real-time experiences. is critical for any home-entertainment Other devices have already competed provider to unlock the potential of for the attention of the wider Smart TVs by utilizing ecosystems to
13 the retail edition the TV edition 14 advertising cut through in a multiscreen environment by kathryn o’hare The task of TV advertising is twofold: firstly, to persuade customers to buy into a product or service through the delivery of effective and relevant messages and secondly, to strengthen the consumers’ relationship with the brand which will bring about a change in viewers’ perceptions or behaviors. To achieve this, advertising must engage the viewer and cut through clutter. Guaranteeing cut through has been at devices - known as second screening - is the top of advertisers’ priority lists for perceived to be the latest barrier to cut many years. Traditionally, the barrier to through (with Connected TV a related cut through was viewers leaving the room and rising threat). However, research during an ad break, removing themselves has shown that the adoption of multiple from the vicinity of the TV and therefore, screens continues to grow alongside even the ads. Digital video recorders and an increase in TV viewing figures1 , which Video on Demand then became the main poses the question; could the viewing of culprits, enabling viewers to fast forward two or more screens at the same time through the ad breaks. More recently, the actually be an opportunity for advertisers use of laptops, smartphones and tablet to exploit effectively? Some advertisers computers has exploded with viewers often using them while also watching TV (figure 1 “A Serious Examination of the Myth of TV Viewing”, one). This simultaneous viewing of different T.Jones T.Baxter, Market Leader: Quarter 1, 2010 (Warc)Copyright GfK | TechTalk Edition Two 2012 Copyright GfK | TechTalk Edition Two 2012
15 the TV edition the TV edition 16 APPEAL FAVORABILITY INNOVATION 76% 69% 69% Figure one: 74% Figure two: 72% Multiscreening is popular Strength in market usually amongst TV viewers with leads to strong innovation 45% just under three quarters 59% perceptions BRAND A browsing the internet or 51% checking emails while also watching TV. 47% 20% KEY Key 1. Browse the internet/check, send emails Key (1) Top two KEY 13% 2. Use a laptop/computer 1. Top two box appeal 11% 12% (2) Top two 3. Use a mobile phone/smartphone 2. Top two box favorability BRAND B (1) Browse the internet/check, send emails (3) Has the 4. Use social networking sites 3. Has the newest features (4) Cutting (2) Use a laptop or computer 5. Use a tablet computer 4. Cutting edge technology (3) Use a mobile phone/smartphone (1) (2) (3) (4) (4) Use social networking sites (1) (2) (3) (4) (5) (5) Use a tablet computer think so, and while using one channel to direct consumers onto another is nothing broadband TV ad2 . At the end of the ad, Usain Bolt points to a website address “Second screening In the past, the type of media used in a campaign has placed time constraints on new, advertisers are recognizing the real- on screen which promises to tell viewers is an effective way advertising, limiting the depth of message time opportunity of second screening; when their broadband speeds will double. that could be communicated. However, using this to capitalize on advertising on all This direction resulted in over 1.7 million for all industries during a second-screen campaign, time screens at once, creating campaigns that viewers going online after the advert to advertise as it limits become less of an issue. Coca-Cola provide relevant, consistent and connected had aired3, demonstrating not only how found this in their second-screen campaign advertising. connected viewers are while watching TV, allows brands to during the 2012 Super Bowl. Viewers What is a ‘second screen’ campaign? but also their willingness to engage with brands online. The driver online from the build a relationship were directed to an online microsite on which there were two animated polar bears The idea behind a second screen campaign TV advert could be as simple as Virgin’s with consumers hosting their own Super Bowl party and is simple: you place advertising on TV which drives viewers to engage with the brand point to a website address; it could be the inclusion of a hashtag or Facebook emblem through more reacting in real time to the game, the TV ads, and the social media updates from on the laptop or smartphone they have in to encourage viewers to engage with the active engagement viewers. The average time that viewers front of them. It is well known that TV is a brand through social media, or it might be interacted with the polar bears was passive medium, but when used as part of something more complex such as a link to a which can help a second-screen campaign it becomes the downloadable app or online game. positioning and catalyst to actively engaging viewers by directing them online. A straightforward 2 http://www.youtube.com watch?v=gpNtntHVrkc differentiation” 3 “Virgin Media: Going Beyond the Data” Jeff Dodds, example of this is the UK Virgin Media Warc Exclusive MAP: Measuring Advertising Perfor- mance, March 2012Copyright GfK | TechTalk Edition Two 2012 Copyright GfK | TechTalk Edition Two 2012
17 the TV edition the TV edition 18 expected to be quite low, at around two and screen advertising campaign presents for providers and other products, many engaged audience through a second-screen a half minutes. Instead, viewers stayed for two reasons. Firstly, second screening is technology categories are central to campaign could strengthen the brand an average of 28 minutes, Twitter followers innovative; one of the key characteristics second screening. Viewers are already relationship. Viewers can engage beyond grew by 38% and the brand ran connected of second screening is that it relies on engaged with the category at the point of the advertising, demonstrating what they product-led TV ads during the game4. using creative and cutting-edge platforms advertising consumption. As such, second are missing out on or letting them explore Coca-Cola found that through adopting this through which to communicate with screening could act as a platform for the capabilities of the products they are approach, screens can be used distinctly, viewers, keeping innovation at the core of showcasing the brand and products in a using and exploiting the all-important allowing the advertiser to get across a media activities. Data we have collected5 relevant manner without time constraints, innovative message through real-time use myriad of messages, each one enticing the gives an indication that technology brands and to an audience which is already highly of the product. viewer in a unique way and at a different that are cutting edge with the newest involved and hence is less likely to perceive level. The relevance of the content helped features and capabilities tend to have advertising as unobtrusive. More broadly, second screen advertising to encourage viewers to stay with the polar higher levels of appeal and favorability shows how advertisers should focus on a bears, engaging with the Coca-Cola brand (Figure two). As innovation is key to success holistic ‘experience points’ strategy. The throughout. in the technology category, keeping this Second screening is a constantly-evolving greater the ability is to create memorable, quality not only at the core of products concept and the traditional task of TV impressive and consistent experiences, What are the implications and the and messages but in the way the brand advertising remains important. In a second- the more they’ll be able to strengthen opportunities of second screening for communicates, is likely to lead to strength screen campaign, TV advertising still has consumers’ relationships to brand. technology brands? in the market and a positive change to have enough impact to cut through - Second screening is an effective way for all in brand perception as well. Secondly, but once it does, the potential to engage industries to advertise as it allows brands technology is intrinsically involved in consumers for a longer amount of time is Want more information on this article? to build a relationship with consumers the second-screening experience. With heightened through online interaction. The - Kathyn O’Hare through more active engagement which the combination of TV, laptop/tablet/ manner through which technology brands email@example.com can help positioning and differentiation. smartphone, broadband/Wi-Fi/mobile can successfully exploit their integral part Technology brands specifically should network carrier, social media, search of the second-screen process is a question embrace the opportunities that a second- which is yet to be addressed. Although 5 TechTalk Omnibus conducted by GfK in the UK in the advantages are clear, showcasing Feb 2012 and the base is 6075 technology products to an already- 4 “Coca-Cola Polar Bear Engaged 9 Million”, Natalie Zmuda, adage.com, May 9th, 2012Copyright GfK | TechTalk Edition Two 2012 Copyright GfK | TechTalk Edition Two 2012
19 the retail edition the TV edition 20 the rise of online video advertising by robert wucher The adoption of laptops and tablet computers combined with the rise of online catch-up services (TV on demand) has meant that we can watch our favorite content wherever, whenever and as often as we please. These services allow consumers to fit programs around our lives, ensuring we never again miss our favorite drama series or that groundbreaking documentary. However, the move to watching So, what are the benefits of online video programs via these services has seen the ads? disappearance of some aspects of normal 1. Traditionally, online has been seen to be viewing, most notably the traditional ‘ad an active medium, whilst TV is perceived as break’ window between programs. To a more passive medium. It follows therefore combat this, content on catch-up services that advertising, designed to be viewed contains a mechanism to screen shorter passively, would not sit well in an online ad breaks, partly using online-specific environment. However, thanks to our creative executions before (pre-rolls) increasing consumption of media through and throughout (mid-rolls) the viewing catch-up TV services, Smart TVs, laptops of program content. This online video and the rise in popularity of YouTube, a advertising has enabled advertisers to grey area has emerged online in which TV place ads in and around specific content to advertising sits particularly well. Indeed, regain control and potentially advertise to with online viewers being generally more an already engaged audience. engaged, (they click on a link, or search for content) and yet still watching programsCopyright GfK | TechTalk Edition Two 2012 Copyright GfK | TechTalk Edition Two 2012
21 the TV edition the TV edition 22 “thanks to impossible to skip through online video ads. While audiences may not necessarily take “Technology was innovation. Generally, technology brands need to be perceived as innovative, our increasing note of ads, they are likely to be engaged Brands need to and it would seem that harnessing new to an extent as they actively consume the innovations in advertising can also help consumption of medium. One exception is on YouTube be perceived as drive this perception. media through which has a mechanism which lets you skip innovative, and it through adverts after the first five seconds. It is evident that the paybacks from catch-up TV As such, the online video ad is guaranteed would seem that online video advertising make it a critical services, Smart TVs, exposure, albeit for a shorter time. harnessing new component to consider using as part of an advertising campaign. However, it is worth laptops and the 3. Online video adverts can be specifically innovations in noting that success was only seen when the rise in popularity targeted at a particular demographic or type of consumer based on the category advertising can online ads were used in conjunction with TV advertising. While they offer a good of YouTube, a grey of content in which they are placed. The help them to drive opportunity to target a specific audience, programing can be cherry-picked especially using online video advertising in isolation area has emerged to sit within a certain type of content, this perception” from other media is not enough. But when online in which TV making it easier to target the demographic used in tandem with other media, they for which the advertising has been created, provide a complementary, non-traditional advertising sits or those who may be interested in the and those exposed to the latter but approach through which to deliver particularly well” product being advertised. unexposed to online advertising, despite browsing the same website. The results advertising to the right people at a time when they are most likely to be engaged. In So, in a nutshell, online video ads save time showed that not only did those consuming addition, they also have particular benefits and expense, sharing creative executions both the TV and online video advertising for tech brands chasing that all-important passively, TV-creative executions can easily across media. But what are the effects on have stronger recall, but brand-perception innovative perception. slip into this unique advertising space. This brands? measures were also more positive in this is obviously a great benefit to advertisers group, post-exposure. The strongest ad as executions can be easily slotted online, Want more information on this article? Beyond generating awareness, another recall happened with viewers who had removing time and money otherwise - Robert Wucher important purpose of advertising is to seen the ad five to seven times through a spent on creating a whole new execution. firstname.lastname@example.org shift perceptions. Working with Google, combination of TV and online. However, it is important to note that it we carried out a series of studies across is not yet clear if using the exact same a number of industries to explore the One such study focused on a mobile phone creative execution for both online and TV is value and effectiveness of online video manufacturers’ launch campaign for a the best approach from an ad-effectiveness ads in relation to TV. Both the online new handset. Interestingly, the brand- standpoint. and TV campaigns used were identical perception measure which benefited in their creative executions. The studies most from exposure to both elements 2. Both YouTube and online TV catch-up divided participants into two groups: those services have measures in place making it exposed to both online and TV advertising,Copyright GfK | TechTalk Edition Two 2012 Copyright GfK | TechTalk Edition Two 2012
23 the TV edition the TV edition 24 The Emergence of a New global TV Landscape by phil mccann TV is in the middle of a technology revolution which has the potential to completely change the TV-viewing culture and experience. A range of technologies is contributing to this revolution including Connected TV, HDTV, 3DTV, time-shifted viewing and the ability to watch TV programs on a number of devices. So how are consumers globally adopting these new technologies? Our global study1 into content and device- Germany largely continue to see their viewing habits shows that developing TV set as the center of their content countries have exploited the opportunities viewing, favoring watching TV content in to consume and engage with media the context of the traditional living room across a variety of platforms to a greater set-up. extent than their developed-country counterparts. Not only do countries such As David Tice, of GfK North America2 , as India, Brazil and especially China view an suggests, “TV is still king within the US, increasing amount of content via ‘second and consumers in this market want the screens’, but they also use TV in more biggest screen possible so they can enjoy advanced ways, in particular utilizing the the ultimate TV-viewing experience.” smart functionality. Their rising levels Nevertheless, how content is consumed is of advanced TV interaction, paired with changing, albeit within the same living- their higher motivation to interact with room environment. An appetite for second programs, means that consumers in China, screening is growing in developed markets. India and Brazil are essentially the early Tablets, laptops and smartphones are used adopters of the moment. to actively to engage and seek information In contrast, consumers in traditional related to the TV content that is being TV markets such as the US, the UK and viewed. 1 Survey was conducted by GfK, covering 6,027 consumers in 13 markets. All participants were inter- viewed between June and July 2012 using an online 2 Tele-depth interview conducted with GfK analyst in methodology North America in May 2012
27 the TV edition the TV edition 28 “Not only do ‘Shortcuts: Consumer Decision-Making in the Real World’), the highest drivers of “our study suggests be used both as an alternative to and in tandem with TV viewing in the form of a countries such as purchase are screen format and level of that intuitive ‘second screen’. HD capability, with these factors proving India, Brazil and far more important to consumers than control will be the But what does this mean for the future? especially China whether or not their TV is internet next big growth It would be unwise to suggest that TV is enabled. Findings also show that globally, on the brink of losing its position as the view an increasing consumers feel uninspired by the social area in TV, with top content-viewing device. However, the amount of content content of programs to interact regularly. high interest in growth of online catch-up and streaming services means devices such as laptops, Broadcasters must work creatively to via second screens, integrate social elements, such as voting, touch and gesture tablets, smartphones and games consoles but they also betting and buying, into the fabric of programs to engage more consumers TV control as a are far more appealing to viewers looking for content rather than a mechanism for use TV in more (as Rose Tomlins explores in ‘Driving replacement to the consuming it. As a result of this technology, Engagement through the Second Screen’). manufacturers and OS developers could advanced ways, traditional remote hold the key to future content delivery in particular So, while advanced functionality is more control” with viewers looking towards the most likely to be adopted as penetration convenient and intuitive method of utilizing the smart increases, it is clear that this is not yet consuming this content across their device breeding ground for such gesture-based functionality” a base on which to build a marketing strategy. interfaces, moving away from social gaming ecosystems. and towards visual content, such as catch- *Infographic below: Smart TV usage Indeed, there is global commonality in up TV and streaming movies. Meanwhile, In fact, our study suggests that intuitive amongst owners of a Smart TV terms of key purchase drivers when with smartphones developing beyond the control will be the next big growth area consumers consider their next TV set. traditional boundaries of a mobile phone it in TV, with high interest in touch and Want more information on this article? Alongside the obvious barrier of price is likely that this technology, having already gesture TV control as a replacement to - Phil McCann (a critical point of consideration for TV defined its usability credentials in terms the traditional remote control. Microsoft’s email@example.com purchases as Oliver Robinson explores in of these advanced control methods, could Kinect technology is proving to be a *
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