It’s Bonnie+Clyde, not Jekyll+Hide: TV and Online work best together

 

 

 

 

 

 

 

 

International TV- and 360° producers know it by heart, now Thinkbox and IAB proof it to be true for advertising as well:
- TV & online work best together,
- TV & online are used mainly for entertainment (TV 80%; online 56%)

 

 

 

 

 

In their actual research Thinkbox and the Internet Advertising Bureau (IAB) show that using TV and online together in advertising campaigns is significantly more effective for advertisers than using either in isolation. Their combined use produces major benefits for advertisers, including dramatically increased positive brand perception amongst consumers – some 50% higher – as well as significantly greater likelihood of purchase.

 

The Thinkbox/IAB survey focused specifically on ‘digital consumers’; people who own a digital TV and use broadband internet, and are medium to heavy users of each (about 25 % of population).

- 64% of the sample said they sometimes watch TV while using the internet, while 48% said they did this most days
- Using TV and online together results in 47% more positivity about a brand than using either in isolation
- The likelihood of buying or using a product increases by more than 50% when TV and online are used together
- Two thirds of the sample have watched TV via online providers, mainly as a way to catch up with broadcast TV, and mainly from TV broadcasters’ websites
- Both TV and the internet are used for entertainment (TV 80%; online 56%) and both have a significant influence on driving purchase (TV 75%; online 52%)

 

TV and Online campaigns need to have a consistent theme/message

- The strength of each media need to be maximised:
   > TV – excitement and impact,
   > Online – interaction and personalised engagement.

- Needs to be a high level of visual synergy.

- Rather than use online as a reach extension medium, it be used to target those who have seen the TV advertising to extend the message of the campaign.

Format Development News (3): PC EAT TV – BUT NO – BUT YES

 

 

 

June 2007, London
“Good morning, Crane, Fool and Schmidt Consulting, we found out that PC EATS TV in Great Britain.  Change your way of media production and distribution. Shift loads of your marketing spendings to online video.”

January 2008, Berlin
“We just made a nationwide survey on video consumption. Guess what! We found out that ONLINE VIDEO does NOT EAT TV! Over-all media consumption time grows steadily plus people looking online videos are heavy media consumers meaning they look more TV than the regular TV conumser does anyway.”

May/June 2008, New York
Ipsos.com: PC EATS TV’s share of screen time! 
The amount of video consumed on TV has dropped 5 % among people who actively stream and download video content.

MOTION – the quarterly tracking study investigating digital video usage and behaviors in the U.S. by Ipsos MediaCT – shows that the percentage of video consumed on a TV among video downloaders and streamers declined from 75% in February 2007 to 70% in February 2008 – a small, yet significant drop.

In addition, the percentage of total screen time captured by movie theaters also declined significantly in the past year.

Adam Wright, Director at Ipsos MediaCT: “Streaming video online has become an activity many Americans aren’t just experimenting with, but enjoy on a regular basis.
About half of all Internet users aged 12 and up have streamed a video file online in the past 30 days.”

 

The uniformity of the trends observed with share of screen time among digital video users really underscores a much larger implication for the video entertainment industry: consumers who are engaged in video downloading and streaming today are indeed developing a more diverse set of needs with how they access and manage the their preferred video content.

Bottom Line: Convergence continously coming true.
We need high quality content. We need the distributor’s readiness to put it on any channel. We need development of convergence device technology. And of course securing (increase of) bandwith.

Go for a good weak!
And keep in mind: Content is King, Distribution is Kong.

Format Development News (2): Sony takes over outstanding format-developers 2waytraffic

Sony Pictures Entertainment (“SPE”) announced today that it has successfully acquired control of the Dutch entertainment company, 2waytraffic. The acquisition gives SPE new capabilities in the global light entertainment market, which includes games, variety and reality shows, and gives SPE one of the largest gameshow portfolios in the world.

“The acquisition of 2waytraffic is part of our strategy to expand global production and distribution of light entertainment content,” said Michael Lynton, Chairman and CEO of SPE. “This opens the door to new content for us, and brings to our business a solid distribution infrastructure, strengthening our position for an efficient roll-out of formats internationally.”

“2waytraffic is a global leader in interactive entertainment. The company converts viewers into revenue generating customers by creating and exploiting interactive entertainment content across television, mobile and digital platforms. Partnering with leading international broadcasters, telecom operators and advertisers, we are able to reach mass audiences around the world!

2waytraffic was formed in 2004 by former Endemol executives Kees Abrahams, Unico Glorie and Taco Ketelaar together with entrepreneur/investor Henk Keilman and is based in Hilversum, the Netherlands. In just a few years, the company has rapidly expanded its activities into over 40 territories worldwide and is currently responsible for around 8,000 hours of live programming a year, employing over 150 people internationally.”