The Thinkbox study highlighted the following as the main reasons for the continued strength of TV:
• Social media galvanising audiences around watching and sharing TV ‘live’ via a second screen (75% of those with broadband and digital TV have ‘two-screened’, according to Thinkbox/Decipher research)

• Increased risk of ‘spoilers’ via social media making live viewing imperative

• Increased choice of TV content as digital switchover reaches 93.1% of households

• New TV technologies, such as digital recorders and HDTV, which enhance the TV experience and magnetise viewers to the TV set

• On-demand TV encouraging more linear TV viewing (89% of on-demand TV is to catch-up with linear TV, according to Thinkbox/Decipher research)

• The economic and weather climates in the UK

• BARB’s updated TV measurement system, launched in January 2010, which more accurately captures viewing via second TV sets and ‘catch-up’ TV viewed on TV sets within 7 days of broadcast.

Other interesting areas of the review were that according to BARB, non-live, ‘time-shifted’ viewing accounted for 9% of the UK’s TV consumption during January to June 2011. This has increased from 7.1% in the same period in 2010.

The other key area was that with commercial TV’s increased viewing, and thus, the increase in the number of TV ads viewed – commercial impacts (the number of ads viewed at normal speed) during January to June 2011 were up 4.7% on the same period last year. The question of whether viewers of time shifted programming fast-forward through ads is often asked to agencies – this research proves that whilst a proportion will, there are still increasingly high numbers enjoying the ads as if they were watching linear TV.

Overall, this is fantastic news for the marketplace, Lindsey Clay, Thinkbox’s Managing Director said, “Commercial TV is still growing a little, which is great news for advertisers and a testament to the choice and quality it offers. On-demand TV is expanding total TV by adding to this stable linear base.

“What is clear is that every new technology that joins TV – from connected TV sets to social media – is making it even more enjoyable for viewers and even more effective for advertisers.”

Laura Hattersley. Principles Media. 17.08.11.
Source:Thinkbox/Barb

Initial responses to the format are strong – in terms of advertisers using the model and the reaction from viewers. Research has shown that viewers are 75% more engaged with ads when they have chosen the one most appealing to them and also when they have been given the choice of whether to skip or not. This level of control is optimum for advertisers and viewers alike.

Industry insiders have expressed some concerns on the format through, Tim Hussain head of Platform Developments and Partnerships at Sky made the point that if there were two ads to choose from and the majority picked the same one – the other ad wouldn’t reach campaign delivery. Arguably this is a huge incentive to make more appealing commercials, however it is definitely a consideration to take on board.

All of the major broadcasters are working on their own ad serving formats to make ads ever more relevant to consumers, making the viewing experience more enjoyable and pertinent. Utilising demographics, geo-demographics and interaction are just a few of the methods being used.

The developments across the board can only enhance advertising for all parties involved, moving the industry forward with the technologies available.

Laura Hattersley. Principles Media. 17.08.11.
Source: NMA

Google+ has encountered initial problems which have included account suspensions due to a blitz of profiles deemed to have “fake” names. This hasn’t gone down too well with people with unusual but very real names caught up in the trawl. Businesses have also been stopped in their branding tracks with the Google police removing “non-human entities.” The Google+ police have certainly been out in force but why are true online identities so crucial? There has been a muttering in the blogosphere that the real reason the social networks want real names is that it makes them more money. A real name is more lucrative for advertisers. “The more Google knows about its audience, the better it can target adverts of interest and therefore make more money,” says Nate Elliott, vice-president principal analyst at technology company Forrester Research.

The Google+ Project is still in Beta (test) mode. For those seeking a quick introduction:
http://www.youtube.com/watch?v=xwnJ5Bl4kLI

Alex Clarkson, Principles Media

The world of advertising on web-connected TV is still in a relative infancy which early adopters can benefit from. The lack of fragmentation is a key benefit, as are the incentives being offered by suppliers – such as research projects. One recently taken on by Channel4 and Twentieth Century Fox will investigate how consumers interact with ads on Internet-connected TVs and other devises. (for further information see nma.co.uk 9 August 2011).
This is based upon an initiative video ad network Rovi kick-ran in the US earlier this year, they have now teamed up with UK consultancy Decipher to measure audience reach, retention and brand awareness of ads on Samsung connected TVs in the UK.
Opportunities like these need to be grasped by brands as they offer valuable insight into how consumers engage with ads on connected TVs and other living room devices….and it needs to be sooner rather than later.

Source: NMA, Thursday 11 August 2011, Jessica Davies and Laura Hattersley Principles Media

Overall, 69% of respondents had watched catch-up television services to date, with convenience the main reason for engaging in this activity.

The study noted a “digital divide” is currently discernable, largely determined by the age of consumers. 80% under-35 year olds had accessed content using a VOD service, falling to 62% of in the 45 year old-plus demographic. People aged at least 55 years old made up the major proportion of individuals yet to employ catch-up broadcast platforms.

Among contributors slow to embrace VOD services, 34% expressed no desire to do so, 11% were unsure how to achieve this goal, and 9% proved unaware of its existence. Whilst 14% felt they lacked sufficient knowledge, and 27% thought few programmes would be of interest.

Looking to advertising, 39% of people that had previously played back TV shows through an on-demand platform recalled having been exposed to ads in the process. However, 84% agreed advertising was more memorable on live television, and 53% described traditional spots as being “less annoying”.

Another 23% of interviewees utilising catch-up properties did so to cut out ads and 53% were “more likely” to choose content not featuring any marketing material. Despite this, just 2% of the sample would pay to avoid advertising, the report revealed.

Simultaneous media use is also reshaping the ways in which consumers engage with the broadcast medium, the research showed. 71% majority made phone calls and sent texts while watching linear television, 58% for browsed the web via a laptop and 42% engaged in social networking on a laptop. These activities are particularly pronounced among 18-44 year olds.

The study really highlights how the viewing of TV is now more likely to fit in with the audience’s life rather than the audience being tied to a TV station’s schedule. Plus one channels are a great addition to the EPG and also VOD services.

Key time poor audiences, i.e. those who are 35 and under make the shows they are passionate about congruent to their free time and the services are improving to make this quick, easy and hassle free. There is still room for development, this will come through updated technologies whereby the interaction with other formats will be the fundamental accomplishment and through making the mediums more appealing and accessible to the over 50’s.

Interestingly the traditional TV spot is still the most memorable and enjoyed format when viewing adverts which is great news for the industry and advertisers alike.

Data sourced from YouGov; Warc; and Laura Hattersley June 2011

By combining the key benefits of outdoor advertising (such as its proximity to a range of diverse environments and impact) with the contractors continued investment in product innovations, the medium is providing an accountable and engaging platform for advertisers.

With the increasing usage of smartphones, consumers are more susceptible to engagement from advertisers in relevant environments. This is already having a dramatic effect on the traditional purchasing cycle models for a number of brands. Whilst QR coding and bluetooth technologies have provided a fantastic opportunity to link outdoor sites and smartphones, both have considerable limitations. The awareness of QR coding amongst consumers is relatively low and the bluetooth has limited data transfer speeds and range.

The implementation NFC (Near Field Communication) within a number of formats has now provided advertisers with stronger data connection and transactional opportunities. This in turn will add another layer of accountability to the outdoor industry.

With product innovations including augmented reality, opinionater sites and sampling/experiential opportunities; advertisers now have a real chance to provide their brands with personality, whilst emotionally engaging with the consumer and finally provide solid accountability.

If you require further information on the subject please do not hesitate to contact nick.ashworth@principlesmedia.co.uk