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Unlocking the "Reminder" Potential When Viewers Pause Programs: Results from a Laboratory Test of a New Online Medium
Larry Neale, Steven Bellman, Shiree Treleaven-Hassard, Jennifer A. Robinson and Duane Varan, Journal of Advertising Research, Vol. 53, No. 4, 2013, pp. 444-454
The branded pause advertisement is a recently developed online television-advertising format that displays a full-screen still-image banner ad whenever a viewer pauses a streaming-video program.
The branded pause advertisement is a recently developed online television-advertising format that displays a full-screen still-image banner ad whenever a viewer pauses a streaming-video program. This study used a controlled lab experiment to compare the effectiveness of branded pause advertisements with normal online television advertisements. The results demonstrate that branded pause advertisements are effective but only when combined with a long-exposure advertisement for the same brand. Despite their short exposure time, pause advertisements function as effective reminders, building awareness through repeat exposure. The findings of the current study were similar regardless of whether pause advertisements were activated as a result of viewers' pausing at a time of their own choosing or whether viewers were interrupted.
MRS Awards, Finalist, MRS Awards, December 2013
This article details a research project by ITV, the UK television network, which sought to understand how different groups of people watched television, used technology, and responded to ads.
This article details a research project by ITV, the UK television network, which sought to understand how different groups of people watched television, used technology, and responded to ads. Qualitative and quantitative methods were used, including surveys, interviews and observation of behaviour. As a result, four viewing segments were developed based on their television viewing habits, and insight around second-screening habits developed. Combining its results with TGI data has allowed tailoring towards specific categories and brands and led ITV to develop its ad products.
How Telstra is bringing multichannel experiences to life
Andrea Sophocleous, Event Reports, ADMA Engage, November 2013
This event report addresses how Telstra, the telecoms group, is responding to the rise of multichannel media use.
This event report addresses how Telstra, the telecoms group, is responding to the rise of multichannel media use. Having rolled out its 4G network across Australia, the firm has witnessed a surge in demand for video content, meaning tablets and smartphones are playing an increasingly important role in media consumption. To tap this trend, Telstra has introduced a range of products, including the AFL Live app, which allows users to watch the action from the Australian Football League on their phone, and SportsFan, an integrated suite of offerings encompassing an app, online hub and TV show. Music streaming is another key area of interest for the company at present.
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.
Standardising Touchpoint Analysis: A cross media neuroscience study from China with real world investment tracking
Tang Ruihong and Caroline Ji, ESOMAR, Congress, Istanbul, September 2013
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising.
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising. Research has shown that budgets for online video ads are catching up with traditional television spending, but doubt still remains as to their effectiveness. It is argued that traditional television and online video are, in contrast to common assumptions, very different media that require separate strategies. The study presented here uses a multiscreen neuroscience study to better understand how advertising budgets should be allocated. It recommends that when the reachable audience and media costs are the same across online video and television, media buyers should consider prioritising online video.
Screen Life: How "two-screening" changes our TV viewing
Neil Mortenson and Rob Ellis, ESOMAR, Congress, Istanbul, September 2013
This paper considers the threats and opportunities for television advertising presented by multiscreening.
This paper considers the threats and opportunities for television advertising presented by multiscreening. Researchers adopted a multidisciplinary approach with a heavy reliance on observational research to measure the prevalence of multiscreening, its effect on attention paid to television, and its impact on ad communication. A key learning is that multiscreening reinforced the television relationship and the paper identifies opportunities for new advertising initiatives.
The media outlook in India: Views from the CII Big Picture Summit
Preeti Chaturvedi, Event Reports, The Big Picture Summit, September 2013
This event report discusses the future trajectory of India's media and entertainment sector. Figures from PricewaterhouseCoopers and the Confederation of Indian Industry suggest revenues are likely to double by 2017, with most channels seeing increases on this measure.
This event report discusses the future trajectory of India's media and entertainment sector. Figures from PricewaterhouseCoopers and the Confederation of Indian Industry suggest revenues are likely to double by 2017, with most channels seeing increases on this measure. Television and the web, however, are anticipated to improve their share at the expense of cinema and print. Executives from companies such as TATA Sky, Google and Hungama also predict that the future will be increasingly digital, which does not denote the death of television, but will require broadcasters to transform their business models.
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.
Charles Young and Sonya Duran, Admap, September 2013, pp. 14-15
This article presents US research into the interaction between TV, tablets and brands. Viewers' attention is divided by multi-screening, demanding a new approach to television advertising.
This article presents US research into the interaction between TV, tablets and brands. Viewers' attention is divided by multi-screening, demanding a new approach to television advertising. To understand the changed dynamic of television advertising further research is required. The article considers how tablets can be best used in conducting this research and argues that tablets allow a quicker turnaround and have a more positive user experience than other methods. This piece includes a case study from the Super Bowl.
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.
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