Category Archives: TV Advertising

The Growth of Multi-Screening

Source: www.futuremedialab.com

Multi-touch point media campaigns are not a new thing.  Outdoor, print, TV and cinema have long operated hand in hand to enable brands to reach an audience through-out the day, with people interacting with different platforms at different points of the day.  This has changed over the years however, with the introduction of a variety of differing media.  Google announced, in a piece of research in 2012 that 80% of people in the UK’s interaction with media now come through a screen, be it TV, tablets or smartphones for example.

The portable nature of laptops and especially tablets and smartphones has encouraged a dramatic growth in ‘multi-screening’, where an individual interacts with multiple screened devices at the same time (Marketing Week, 2012).  Advertisers too are catching up with this trend with ad campaigns that run simultaneously on multiple screens, designed to drive response by emphasising the brand’s message to a consumers on all of the devices they may be using at one time

The British market has seen an increase in the number of advertising brands seeing benefit in multi-screen campaigns.  Some opt for ad campaigns on TV, along with online and tablet display advertising spots.  However, the most noticeable of interactive multi-screen campaigns have come with the inclusion by advertisers, of links to Twitter feeds on their TV advertising (Hawlins, 2013).  This is done in an attempt to drive social media interaction with a brand which ‘helps organise and steer the conversation’ (Twitter, 2013) on that brand.

Thinkbox reported in 2012 that 72% of TV viewers stay in the room for TV advertising when not multi-screening; while 81% do when multi-screening, meaning that not only are the multi-screening audience more likely to see advertising, the ability to reach them on multiple platforms will increase the impact.

The opportunities to take advantage of the multi-screening audience are also increasing with improvements in targeting technologies.  The technological facility to target specific households by their social demographic grouping and deliver messages to individual screens within that household now exists.  This technology considers all of the devices/screens in a household as part of the same ‘ecosystem’ and delivers ads across each platform accordingly.  19 million households across the UK are currently accessible in this manner. There is significant power to be gained from targeting both the breadwinner and decision makers in a household across multiple platforms simultaneously and for further details on how to take advantage of such technology please contact Four Marketing & Media.

Research of the US media market, undertaken by the Association of National Advertisers (ANA) and Nielsen shows that 20% of media budgets are now ear-marked for multi-screen campaigns.  (WARC,2013).  This trend will also continue to grow, with the sale of tablets predicted to continue to grow dramatically (Lomas, 2013) and the expansion of 4G networks and ever faster broadband connections ensuring smoother online access, delivering an easier route to interaction.  Advertising that takes advantage of the multi-screening phenomenon will therefore increase, given the repetition and strength of message a campaign of this ilk affords an advertiser and the ability it gives these advertisers to wrestle back the share of voice, lost by the divergence of advertisers across multiple screens.

Riots Swell TV Viewing Figures

London Riots Boost TV ViewingLondon’s ongoing riots have re-highlighted the importance of social media as a news and wider communicative tool, with Twitter, Facebook, and Blackberry Messenger being used for good and ill across the capital and UK.

Less reported, however, is the affect the rioting has had on the viewing figures for TV news channels.

According to BskyB, Sky News achieved a reach of 6.81 million viewers for its coverage on Monday (based on viewers who tuned in for at least 15 minutes).  This gives the channel its highest daily audience figure since 7.3 million tuned in to watch the Iraq war coverage in 2003.

With a reach of 8.8 million, BBC News channel attracted a record-breaking audience, with 3.3 million of the audience viewing in London.

The BBC’s news website also recorded it’s second highest level of UK usage on Tuesday with 6.8 million users – an audience figure only second to the day following last year’s general election.

Sky’s new digital product placement deal

Sky has agreed a new digital product placement deal with pet food manufacturer Pedigree, claiming it is the first of its kind seen in the UK.

The deal sees posters and billboards advertising Pedigree Dentastix digitally implemented in Sky 1 HD’s documentary series A Different Breed, after the programme was recorded.

The first digital placement appeared in Tuesday’s (17th May) programme in the background of scene featuring a man with his dog in the form of a street-side poster.

BSkyB’s head of branded content Jason Hughes says: “We’re delighted to be at the vanguard of digital product placement in the UK…we’re looking forward to working with other brands to explore similar opportunities.”

As product placement has been permitted in UK television since 28th February, it’s likely that advertisers and TV producers will continue to work together in creating new opportunities to advertise new and existing products.

Four opinion: These opportunities are limited only by imagination and budget!