BALI: TV is the perfect partner to digital media in the second-screen world, especially in the Asia-Pacific region, according to research from Kantar.

Traditional TV still plays a major role in marketing in the Asia-Pacific region, so marketers should start looking at consumers and how they behave in their living rooms, Pablo Gomez, regional director of media and digital at Kantar, told the recent Asia Pacific Media Forum in Bali.

“When you have a campaign with TV, it’s not only that it’s more effective because TV, of course, is very impactful in most of the countries. But also other digital media is more effective because of TV,” he said. (For more on how TV can enhance the second-screen experience, read WARC’s report: Digital media’s ideal partner in a multi-screen world: TV.)

“TV also is like a platform for the other media as well, so it improves the effectiveness of digital media – by three times,” he added.

Kantar ran qualitative research in Indonesia – “a big TV country”, Gomez said – using automatic content recognition technology to record and capture real consumer behaviour in their own homes. The mobile was listening to what was on TV and at the same time tracked what people were doing in the house for a week.

While 27% of the recorded consumers exhibited multi-screen behaviour during TV spots, the team were able to observe “natural” consumer behaviour and habits that may not be immediately obvious at the initial glance.

“(Recorded consumers) were very focused on their mobile screen, but actually, at some point they looked back to the TV,” he said.

“It’s very natural…we are actually playing with our mobile for example, and suddenly something happens on the TV that makes us look up to the television….One out of five people actually have this behaviour,” Gomez explained.

Different audio sounds were found to be effective at capturing attention, from the sound of music, right down to the actual content of spoken word “Something different, something unexpected and something naturally that holds previous memories.

“It’s not just about eyeballs, it’s also listening. When something on the TV or the TV activity captures your attention, you are able to combine (the two senses),” he said.

Sourced from WARC