TechTalk: The TV Edition

TechTalk
editorial2

Technology 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 Bendzko

the tv
edition Global Lead Technology, GfK Consumer Experiences
anette.bendzko@gfk.com

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 contact

Copyright 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 show


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 rose.tomlins@gfk.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.


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.


“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
- leanna.appleby@gfk.com
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


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)



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 2012



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 kathryn.ohare@gfk.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, 2012



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 programs



“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. robert.wucher@gfk.com
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,



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


“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 phil.mccann@gfk.com
purchases as Oliver Robinson explores in of these advanced control methods, could
Kinect technology is proving to be a

*

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