TV planning: How ads work in multiscreen viewing

This article examines the effect of multiscreening on TV advertising, arguing that advertisers should focus on 'sound triggers' which capture viewers' attention.

TV planning: How ads work in multiscreen viewing

Dr Ali GoodeLingua Brand

'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...

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