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Multi-screen viewing behaviour
Dr Ali Goode and Neil Mortensen, Admap, November 2013, pp. 14-17
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure.
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure. Combining research methods, including filming in living rooms to capture natural behaviour, participant commentary, and a quantitative survey allowed a fuller picture of the effect of multi-screening. Key findings were that multi-screening means people are more likely to stay seated through an ad break and therefore increases ad exposure, and that people have always multi-tasked whilst watching TV, having conversations, interacting with children and animals, reading magazines and engaging in hobbies. It was found that except for having a conversation, orientation towards the TV was maintained through various multi-tasking and -screening behaviour. Additionally, multi-screening may enhance enjoyment of television as devices allow for greater engagement in the program.
New frontiers in advertising and research: insights from the AOP Research Forum
Emily Barley, Event Reports, AOP Research Forum, September 2013
This event report discusses several new strategies now open to media owners, market research firms and brands for understanding and working with consumers.
This event report discusses several new strategies now open to media owners, market research firms and brands for understanding and working with consumers. Premium content partnerships – where media brands produce content on behalf of advertisers – constitute one powerful way to reach consumers. Tapping consumer usage data can also help in the development of innovative advertising products, as has proved the case for broadcaster ITV. On its part, Facebook has partnered with Datalogix to combine online and offline data, and so gain a more precise gauge of how ads on its pages influence buying behaviour. More broadly, traditional market research techniques are being updated: Crowd DNA, for example, is using video and journalistic techniques to gain a clearer picture of unreported popular habits.
Twitter goes on the offensive
Ollie Killick, Elizabeth Barry and Jed Hallam, Mindshare, Original Thinkers, September 2013
This brief article discusses recent acquisitions made by Twitter, the micro-blogging social media platform.
This brief article discusses recent acquisitions made by Twitter, the micro-blogging social media platform. Twitter's recent acquisitions include Trendrr, a social TV analytics company, and MoPub, a mobile ad exchange. This article explains how these acquisitions will help Twitter to target ads more efficiently and their plans to introduce real time bidding.
Television is a key advertising channel in Ghana
Nicky Nole, Warc Exclusive, August 2013
This small, in-depth study of television and other media habits amongst Ghana's middle class finds that whilst high interest is shown in mobile and internet, television is more established and has greater influence on consuming.
This small, in-depth study of television and other media habits amongst Ghana's middle class finds that whilst high interest is shown in mobile and internet, television is more established and has greater influence on consuming. The key barriers to mobile and internet are cost and infrastructure, with smartphones and computers expensive and internet not accessible in the village studied. Television is associated with wealth and status, and enjoys a position of influence. The study finds that television advertising has a cumulative effect on brand recall, and that this heavily influences purchasing habits.
DuBose Cole, Mindshare, Original Thinkers, August 2013
This brief article summarises the challenges and implications for marketers following the launch of Chromecast, a dongle from Google that allows users to stream content to their TVs.
This brief article summarises the challenges and implications for marketers following the launch of Chromecast, a dongle from Google that allows users to stream content to their TVs. It comes into direct competition with existing SMART TV, gaming and streaming providers and its low cost and wide compatibility gives it a strong position.
YouTube One Channel
Mindshare, Original Thinkers, July 2013
This brief article summarises YouTube's changes to its channel design, One Channel, which was made mandatory for all users in June 2013.
This brief article summarises YouTube's changes to its channel design, One Channel, which was made mandatory for all users in June 2013. YouTube's aim is to evolve from a video-based site to a channels-based site, and turn users into subscribers, who will watch more content. The new features should help advertisers better engage their target customer base, using trailers for new subscribers and improved social buttons.
Seeding a multiscreen strategy: Expert advice on marketing to consumers across screens
Chuck Kapelke, ANA Magazine, Summer 2013, pp. 18-30
This article presents best practice and case study examples of approaches to multiscreen marketing. It addresses the difficulty of fragmentation and recommends that in order to establish an identity, companies have to build and maintain a consistent brand that can travel and resonate across channels.
This article presents best practice and case study examples of approaches to multiscreen marketing. It addresses the difficulty of fragmentation and recommends that in order to establish an identity, companies have to build and maintain a consistent brand that can travel and resonate across channels. To maintain this, the user experience should be top of mind at all times when developing marketing for different screens. More can be gained from TV media by engaging viewers and encouraging interaction. So that return can be measured, marketers should capture as much data as possible from all the different touch points along the purchase funnel to maintain awareness of where they are getting the most value. The article includes examples of practice from MasterCard, the financial brand, ConAgra, the packaged food company, and Bloomin' Brands, the owner of several casual dining restaurant chains.
The changing face of Europe's online ad market: Findings from IAB Interact 2013
Joseph Clift, Event Reports, IAB Interact, May 2013
A report from IAB Interact 2013, focussing on new IAB Europe data that shows rising investment in online advertising across the region.
A report from IAB Interact 2013, focussing on new IAB Europe data that shows rising investment in online advertising across the region. The main points from the presentations are: that advertisers are still using online as a direct-response channel rather than for brand-building, though rapidly-increasing online video and mobile investment could change this in future; and that measurement also remains an unresolved issue. This is because there is a shortage of inventory for some touchpoints, formats are fragmented and cross-platform tracking remains difficult and expensive.
NBCUniversal addresses the future of television
Stephen Whiteside, Event Reports, Internet Week New York, May 2013
This report discusses how NBCUniversal, the US media and entertainment company, is addressing and adapting its NBC network TV business to the various challenges and opportunities presented by the digital revolution.
This report discusses how NBCUniversal, the US media and entertainment company, is addressing and adapting its NBC network TV business to the various challenges and opportunities presented by the digital revolution. The report is based on a presentation at Internet Week New York by Lauren Zalaznick, the company’s executive vice president. It includes discussion of YouTube, and its increasing resemblance of cable TV network, which is both a threat (for example, in launching new subscription channels) and an opportunity (as a platform for promoting NBC content). The company is embracing the trend of second screening and social media use for shows such as ‘Top Chef’ and ‘Million Second Quiz’, with the latter launching later this year featuring a 24/7 live stream online. In addition, the company’s Syfy network recently created a video game to accompany its big-budget science fiction series, ‘Defiance’, which forms part of a wider corporate push for deeper coordination across screens and categories. In light of such changes, the company believes the current system of media measurement needs to be revised.
Media consumer survey 2013: Love in a cold climate
Deloitte, April 2013
This report looks at the key trends and issues impacting the media landscape, from the proliferation of devices, digital books going mainstream, the appetite for online news and magazines, to the rise of casual gaming and whether TV remains the UK's super medium.
This report looks at the key trends and issues impacting the media landscape, from the proliferation of devices, digital books going mainstream, the appetite for online news and magazines, to the rise of casual gaming and whether TV remains the UK's super medium. The report covers the divide between digital generations, growth in device proliferation, attitudes to television, newspapers and magazines, the increase in eReader numbers and the future of the video games console.
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