TV planning: How ads work in multiscreen viewing
Dr Ali Goode
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'Meerkatting' behaviour, where TV viewers constantly shift attention from the TV set to other screens and devices, places emphasis on advertising creative that connects emotionally and implicitly
In 2012, Thinkbox, the UK's TV industry marketing body, conducted a comprehensive study into multiscreen viewing behaviour, including 600 hours of video of people watching television in their homes. It told us much about multiscreening, but it also gave a unique insight into how ads work, particularly how, what Dr Robert Heath called, 'low involvement processing' could happen (Admap, July/August 2009). By rethinking what 'low involvement' actually is, we can plan ads that work around multiscreening behaviour.