The Future’s Bright, the Future’s TV!

Last week MC&C hosted a seminar on Integration, in conjunction with creative agency Targetbase Claydon Heeley. In addition to presentations on the benefits of integration from both a media and creative perspective, we were also lucky enough to have a session from Tess Alps from ‘Thinkbox’ on the future of television and in particular how well it performs with other channels as part of an integrated campaign.

With the average person seemingly having less free time on their hands and new technologies that allow people to watch what they want and when they want, you would be forgiven for becoming worried about traditional television advertising. However, 2010 proved to be an extremely strong year for television with record linear viewing, an increase in advertising and reports confirming that television viewing makes up 50% of an adult’s media day. And Video on Demand (VoD) looks as though it will only boost television as a medium.

In a survey carried out by Thinkbox, families were given a host of new equipment for their homes, everything from high definition televisions to iPads; they were also given a number of ways to use VoD via X-box and TV enabled laptops. At the end of the process they were questioned on how they had found the new technologies and how they compared to traditional TV. Their findings showed that TV still incited a very positive response. The enhanced viewing that came with the high definition television meant that people still preferred the overall viewing experience that came with watching their favourite programming on the television rather than on a laptop. People cited the major use for VoD as being for ‘catch-up’ to enable them to continue with the linear programming on the television. This means that not only is VoD another platform to advertise to viewers but it also provides a service in driving viewers to the linear television schedule.

Another result of the enlargement of technology in the home is the increase in ‘two screening’ where viewers are using one platform at the same time. So, for example, using a smart phone or laptop while watching the television. Again, Thinkbox found this to have a positive result making the viewer more receptive to an advertiser and providing the opportunity for an instant reaction to what is on television via a few clicks on their phone or laptop.

So far from being a dying channel to the consumer, as technology has moved on, so has the television. Bigger and better quality viewing is the Holy Grail for both the manufacturers and the consumers. Advertisers can be more creative in how they connect with this more receptive audience, and for DRTV and MC&C better technology and two screening can only be a good thing!

Peter Bradley

Adpoints – Where advertisers pay you to watch their commercials

Ian and I met with a start-up company a couple of weeks back, who are aiming to revolutionise the incentivised segment of the online advertising environment. The Adpoints offering is simple – consumers are rewarded for watching video advertisements online. Their processes are a deal more complex though, which will result in the advertiser being able to profile the customers generated through the channel in great detail.

Research indicates that 69% of adults would watch more advertising if the advertiser paid them, and it is this level of incentive and engagement that Adpoints are looking to capitalise upon. By effectively paying people to watch their ads, marketers can increase levels of interaction with their brand, offering opportunities for the consumers to learn more about the ads which they are watching, sign up for further information from the advertiser or even to get their hands on special brand offers.

Alongside increasing the levels of interaction, Adpoints are able to build up demographic and behavioural profiles of the users of their site, which then allows them to target future advertisements to more relevant audiences. They do this by incorporating incentivised surveys which appear alongside the ads as they play, asking for the consumers’ vital details and attitudes to relevant issues.
All in all, their aim is to build up a base of highly responsive consumers, who are happy to view and interact with the ads that they see. This will in turn enhance the positivity the users experience when viewing the ads on site, increasing the chances that they go on to actually engage with the advertisers and purchase their offering.

Adpoints are planning to begin their pilot in late 2011, with a mind to rolling out
towards the spring of 2012. If you’d like to know any more then please contact a member of the MC&C team.

Alex Prout
Senior Digital Planner Buyer