i.TV
i.A Team
Alan Trejo
Ashley Sumner
Betsy Broadwater
Casmin Giles
Jason Freeman
Taylor Allphin
With thanks to Erik Eckern
Sam Pugmire
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i.Agenda
o o o o o o o o
Objectives - Page 5 Segmented Target Market - Page 6 Research Methodologies - Page 10 • Interview Insights - Page 10 • Survey Insights - Page 12 • Focus Group Insights - Page 26 • Ethnography Insights - Page 30 • Secondary Research Insights - Page 33 Competitive Frame - Page 46 Brand Model - Page 48 Creative Brief - Page 49 Key Consumer Insights - Page 50 Recommendations - Page 51
i.Objectives
o How are people watching TV now? o How would people like to watch TV in the future?
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i.Segmented Target Market o From our secondary research: •18-24 year olds are avid multitaskers. •Sub Target Market: •Online adults ages 25-54 are 23 percent more likely than the average U.S. Internet user to follow a brand via social networking and 29 percent more likely to purchase a product online that was featured on TV. *Source: Mintel
o Our target market consists of college students. This is how they use their time:
•School, work and online activities occupy most of a student’s time during
weekdays. Given that students spend so much time on campus and the
internet, marketers should consider on-campus and online promotions to
reach students.
•Among employed students, older students tend to spend
more hours per week at work. This suggests that older students tend to be
exceptionally busy and hence are in need of services and products that help
them manage their time efficiently.
•Nontraditional students spend much less time at school
than do their traditional student counterparts. This indicates that marketers
should rely more on online, TV and perhaps print advertising when targeting
this segment, while on-campus promotions seem more appropriate for those
targeting traditional students.
*Source: Mintel, Marketing to College Students, US,
July 2011, Typical Weekday Activities
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o Early Adopter Bell Curve:
•Innovators: Brave people, pulling the change. Innovators are very important communication. •Early Adopters: Respectable people, opinion leaders, try out new ideas, but in a careful way. •Early Majority: Thoughtful people, careful but accepting change more quickly than the average. •Late Majority: Skeptic people, will use new ideas or prod ucts only when the majority is using it. •Laggards: Traditional people, caring for the “old ways,” are critical towards new ideas and will only accept if the new idea has become mainstream or tradition. *Source: Innovation adoption curve of Rodgers http://www.valuebasedmanagement.net/methods_rogers_innovation_adop tion_curve.html
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o Segmentation:
•“Gotta-know live watchers” •The people that need to know the outcome of the show now Examples: Sports, News, Reality TV Contest Shows
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•“Time-Shifters” •The people that do not plan their day around a specific TV show. They watch their favorite shows at their own leisure. Examples: Sitcoms, Dramas, Movies, Talk Shows •“Time-Shifter Multitaskers” • Shows that you don’t need to know the outcome of that you are most likely watching with friends. Examples of shows being watched are sitcoms and talk shows. • “Time-Shifter Attention Givers” • They give their full-undivided attention to shows and movies on television. Examples of shows being watched include dramas and movies.
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i.Research o Methodologies: •78 Interviews •273 Surveys •3 Focus Groups (20+ participants: males, females, mixed) •4 Ethnographies •Secondary Research o Interview Insight: •“I would want the secondary screen to tell me what music is on the TV show when it is playing. I would also like it to be able to link me to other shows I might like based on the show I am watching.” - Chloé, Female age 21 Q: If you had a secondary screen / remote what would you have it do ? •“Quick link to order food online. Think about it, if we are watching TV with friends, we are susceptible to fall into consumerism and order food.” - Efren, Male age 25 •“I have no attention span.” -Marion, Female age 25 •“I use my computer to watch TV because I don’t want to worry about turning on the TV and looking for something that’s on.” -Elise, female age 22 10
o Device Recommendations from interviews:
•Basic Remote
•External hard drive to save shows
•Ability to search clip or quote quickly
•Access to web browser
•Easily interchangeable between T.V. and device
•Tells which music is playing
•Offer list of related shows
•Interactive ads, quick link to order food
•Mini-games for commercial time
•Home control
•Give facts about what’s being watched
•Push sports updates
•Ability to purchase the season being watching or past seasons
•Instant syncing between TV/ Phone/ Laptop
•Instant syncing between social media based on the content I’m watching
•Voice recognition
•Sign in with different users using a fingerprint
•The ability to organize ads like a pin board
•Vote on shows like American Idol, The Voice, etc.
•Choose to opt out of Ads
•Compare Pricing
•Watch two shows at once
•Syncing between networks, Hulu, Netflix, Broadcast, and channel’s websites
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o Survey Insights:
•Multitasking [Of the 273 individuals we surveyed]: •Males Vs. Females: •There were only 9.4% of males that were heavy multitaskers, while there were 18.2% of women who were heavy multitaskers. •Which secondary device is used: •46% use a laptop as their secondary device •49% use a smartphone as their secondary device •11% use a tablet as their secondary device •11% use a TV as their secondary device •9% use a home computer as their secondary device
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•What was the second screen being used for?: •66% searched social media websites on their secondary device •62.2% checked email on their secondary device •52% searched unrelated information on the Internet to what they were watching on their secondary device
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•Interactive TV
•Interactive Ads •Our participants overwhelmingly favored humorous commercials as well as commercials related to their interests.
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•The Device
•TV Watching Behaviors •Movies and comedy sitcoms were the most popularly viewed genre on television. •65% watched comedy sitcoms •59% watched movies on television •43.4% watched reality television •42.4% watched sports •27% watched the news •12% watched talk shows
•Men vs. Women: •30.2% of the women surveyed watched reality television, while only 13.2% percent of men watched reality television. •25.9% of the men surveyed watch sports, while only 16.5% of women watch sports. •Most people that watch news and talk shows watch them alone. 15
•Genres and watching patterns:
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• The qualtrics survey was distributed through Facebook and had 273 participants
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o Key to focus groups insights (see disk):
•Multitasking •As attention needed for shows decreases, multi-tasking increases
•Sharing Clips & Commercials- “At least two times a day I send
clips to co-workers…”
•Searching related content- “When I watch
Family Guy they make a lot of references and
jokes that I don’t know so I Google it…”
•ESPECIALLY during commercials- “When my
shows are on the Hulu commercials, I’ll do
Pinterest for a minute until my show comes back on…”
•Searching related content- “Sometimes if there’s a joke I’ll search…”
•Very little multi-tasking during movies- “If I’m watching a movie
I probably won’t be doing anything, I’m pretty into my movies…”
•As attention needed for shows decreases, multi-tasking
increases- “I agree with him, if you’re going to sit down to watch
a movie you’re not going to be doing anything else, but if its just
a T.V. show you can be texting, having another conversation,
it’s not something that you need to get the whole story line.”
•Examples of shows people are more likely to multi-task
during- “The Office, because you don’t have to pay attention to
the story line…”
•Searching related content- Q: “Have you searched music?”
A: All hands raised
•Searching related content Q: “Have you ever searched
products?” A: I’ve searched people’s styles.”
•Level of multi-tasking depends on the genre being watched
“It depends on the show, there are some shows where I can’t
be doing anything else, like Revenge…”
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•Advertising •Product Placement- “Product placement, I’m a sucker for that.”
•Creates awareness for the consumer- “If I saw a commercial
I may not jump out of my seat to get it but if I’m at the store I
might get it…”
•Tailored ads are of Value- “I’d be willing to let them know my
age and sex if it meant that the ads were tailored to me for less
commercials…”
•He would skip them with the option- “If I had the option I would
always skip them…”
•So much information that it becomes unimportant- “… we’re
trying to determine what’s important and what’s not and at the
end of the day commercials aren’t so important.”
•Tailored ads awake the consumer- “If I DVR a show… and the
first commercial really is interesting, I’ll forget that I can fast for
ward it, or I’ll choose not to for as long as its interesting…” “…if
the commercial is initially tailored to me than I’m less likely to fast
forward it.”
•Tailored ads- “I think it would be cool to look up facts about the
show but during the commercial I wouldn’t care… unless it was
tailored to me…”
•Tailored ads- “… if the ad were relevant to me I would be more
inclined to watch them…”
•Commercials vs. no commercials- “I would choose no
commercials…” Another said, “I think that commercials are
funny…”
•Life without commercials- “I would say keep commercials; as
the consumer we have the option to listen or not listen… could
you imagine the Super Bowl without commercials?”
•Tailored ads- Q: Tailored commercials? A: Everyone nods
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•Advertising •Don’t tell me what is or isn’t relevant to me, let me tell you
“I would want to choose because maybe there’s something out
there that I would want to see…
•Red Pill vs. Green Pill- “I would take the red pill because
commercials are boring…” “I would take the green pill because
commercials are funny…”
•Tailored commercials- “Sure… I’d take both pills.”
•Device
•Interactive vs. Interactive ads vs. Interactive tailored ads
•Would you pay for a more interactive commercials experience?-
“Not a direct payment but if it was an added perk…”
•Product Placement? “Tap on the device to search where its
being filmed…”
•Quick search
•Product notification- “If I had something that told me about
what someone was wearing I’d be interested…”
•Product and music search- “Sometimes I’ve searched clothes…
sometimes I’ve Shazammed music…”
•Pros and Cons of device- “Adding another component to
watch T.V. I think I would say I’m done with this but if you had a
big group it might be fun…”
•Related show search- “I’ll find something I like on Netflix and
they’ll give me a list of shows I might like…”
•Music search- “I do a lot of looking up the soundtrack…”
•Would you download? “Yes.” Would you pay? “No.”
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•TV Watching Behavior •“I watch T.V. to be entertained”
•Time Shifter- “I watch my shows whenever I want.”
•”Gotta know” live watcher- “To me the game matters now…”
•How to avoid commercials without spoiling the outcome of the
game-“Start the game 40 minutes after it has already started so
you don’t have commercials…”
•Watches the news and sports live- “The only things I watch live
are CNN,News, and Sports.”
•Watches sitcoms by appointment- “Modern Family, House, and
Lost… I never knew what time they were on and it’s not like I
would plan my whole day around it, so those shows I only watch
online.”
•Some shows you can watch by yourself but most people like
having company- “I never watch T.V. alone, I feel too much like
a loser doing that…”
•A girl likes the “physical” company of a person regardless if
she’s connected with social media- “I always watch with some
one or else it’s not as fun…”
•Time shifter- Q: Why do you watch T.V. on a laptop? A: “ Be
cause I can watch it on my own time.”
•The purpose of T.V. is to be entertained. “I think the purpose of
T.V. is that requires nothing of you…”
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i.Ethnographies
Ethnography Research 1:
Name: Rebecca
Sex: Female
Age: 21
Student: BYU Graduate Studies
Relationship Status: Single
Work: Part-time
Watching: Friends, re-run
Outlet: TV
Time: 60 minutes
Date: Tuesday May 29, 4-5p.m.
•Rebecca sits with her legs crossed in the middle of the couch. She wears her
laptop an like article of clothing, right on her lap. She opens her laptop and
I’m mediately flips on the TV, without really thinking. The TV functions as her
secondary device,while her primary focus is on her paper due tomorrow
about communications disorders.
•On occasion, she glances up from her schoolwork and laughs at the
episode. Periodically, she watches Friends without reverting back to her
home work for approximately two-minute intervals. Seven minutes into the
episode, she gets up to grab her phone from the bedroom and texts twice
during the hour. At the twenty-minute mark, as soon as the commercial
break starts, she goes to the kitchen and makes herself a smoothie. During
the commercials she keeps a steady eye on her paper, rarely glancing at the
TV screen. She watches an entire Vitamin Water commercial from start to
finish and comments that it was “funny.” 30
Ethnography Research 2:
Names: Mike, Roman, and Kyle
Sex: Males
Age: 22, 22, 23
Student: No, Yes – full-time, Yes – full-time
Relationship Status: Single
Work: Yes – full-time, No, Yes – part-time
Watching: ESPN – Basketball game, Celtics V. Heat
Air Time: Live
Primary Outlet: TV
Date: Friday, June 1
•Mike, Roman, and Kyle are sports fanatics. They never miss a game, and
even switch up their Sunday worship service schedules in order to watch their
full sports games live. Broadcast television is their primary device, but each of
them keep their phones handy. Mike sends one text message, but otherwise
their phones remain untouched. They have bags of Lays and Doritos on the
coffee table and continuously eat the chips throughout the game. They yell
at the TV, as if it were a human, and often jump out of their seats with all
ranges of emotions, being rage or excitement.
•During the commercial breaks, they pay almost no attention to the first or
second advertisement, they pay almost no attention to the TV, still
commenting to one another about bad plays, referees, players, or coaches;
however, after that they generally watch the last few commercials before
the game starts again. Occasionally they get up during commercials to go
back to their rooms or grab something to drink in the kitchen.
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Ethnography Research 2:
Names: Jamie Bates, Ben Ard, Steve Henderson, David Willis
Sex: Male
Age: 25, 25, 24, 25
Student: All recently graduated
Relationship Status: Single
Work: Full Time
Watching: Raising Hope, White Collar
Air Time: Timeshifted
Primary Device: TV from Hulu Plus with an HDMI cable
Date: Thursday, May 28, 2012
•These boys love TV. They are always getting into new programs and
watching time-shifted seasons, three at a time online. Every one of them has
an iPad. Sometimes they’re sporting their iPad, iPhone, and laptop all at
once. Timeshifted TV is their staple. From a laptop with an HDMI cable or a
game console, these boys have no problem getting any TV they ever
wanted. Ben’s a texter. Jamie’s shopping for a new motorcycle. Steve is
back and forth between Reddit and IMDB. He wants to know everything
about every actor on screen. Conversation is limited to discussing the
program they’re watching. They laugh, ask about which year that car is,
or when that new movie comes out. David’s shaping up his skills on Fruit Ninja
in between watching YouTube videos of which the show reminds him.
•They’ve seen these ads a hundred times. Any new ads that come up, are
given some attention, but they each undergo strict scrutiny. Commercial
time is a time for some talking, but there isn’t much change in chatter from
when the program is on.
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i.Secondary Research
*Important items are highlighted in red.
• Research Questions:
• What second screen activities is the consumer
engaging in?
• What general changes in TV-viewing behavior are
happening with the rising popularity of internet-capable
second screens?
Multitasking:
• When watching TV or DVDs, multitasking is rampant. More than half
surf the Internet, one-third talk on the phone, and about a quarter text/
IM/network or read while watching TV or DVDs. Women, younger
respondents (up to age 44), and those in larger households are even
more likely to do so.
• The most popular multitasking activities are text/IM/networking (42%),
watching TV or DVDs (28%), or surfing the Internet (19%).
• About half of Internet surfers multitask. TV and phone use were
ranked as the top two multitasking activities. Forty percent watch TV or
DVDs, twenty percent talk on the phone.
• Text/IM/networking is a popular secondary activity undertaken by
37% of those aged 18-24, whereas only 15% was recorded by those of
all ages.
• The majority multitask while watching TV or DVDs, with more than half
surfing the internet, which is the most popular form of multitasking. A
third talk on the phone and about a quarter text/IM/network or read
printed material. Women are significantly more likely to report more
different types of multitasking, with gaming as the sole exception.
Increased multitasking among women is likely related to more
extensive home duties than those typically allocated to men. 33
• Younger consumers as avid multitaskers
• The tendency to multitask decreases with the increase of age. It has
been shown that 18-24 year olds are avid multitaskers. Their most
popular secondary task is by far surfing the internet (69%), followed by
texting (55% vs. 25% for the survey population as a whole).
• Indeed, this has clearly become an entrenched habit among
device users and should be taken into account by those
designing products. Quality, easy-to-use earphones or computers with
easy navigation among multiple windows are among the products
that may appeal to young multitaskers.
• Older generations, aged 55+ who multitask are less likely to be
using a digital platform to do so and more likely to limit multitasking to
talking on the phone or reading.
*Source: Mintel, Media Usage and Online Behavior, US , October 2011
• The most frequent multitasking activity across all countries while watching
TV was checking e-mail — either during a commercial break or during the
show. Yet device owners also seem to engage with content related to the
TV as well, either by looking up information related to the show or looking for
deals and general information related to the products seen on the TV.
*Source: http://blog.nielsen.com/nielsenwire/online_mobile/double vision-global-trends-in-tablet-and-smartphone-use-while-watching-tv/
• While surfing the Internet, about half multitask. Watching TV or DVDs (40%)
and talking on the phone (20%) are the top two activities, widely
undertaken by respondents across age brackets. However, for those aged
18-24, text/IM/networking is a popular secondary activity undertaken by 37%
(vs. 15% for all).
*Source: http://academic.mintel.com.erl.lib.byu.edu/sinatra/oxygen_ academic/search_results/show&/display/id=543391/display/id=599402/ display/id=599414#atom1
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• When playing video games, multitasking is also widespread. The most
popular multitasking activities are text/IM/networking (42%), watching TV or
DVDs (28%), or surfing the Internet (19%).
*Source: http://academic.mintel.com.erl.lib.byu.edu/sinatra/oxygen_ academic/search_results/show&/display/id=543391/display/id=599402/ display/id=599414#atom1
• When watching TV or DVDs, multitasking is rampant. More than half surf
the Internet, a third talk on the phone, and about a quarter text/IM/network
or read at the same time as they watch TV or DVDs. Women, younger
respondents (up to age 44), and those in larger households are even more
likely to do so.
*Source: http://academic.mintel.com.erl.lib.byu.edu/sinatra/oxygen_ academic/search_results/show&/display/id=543391/display/id=599402/ display/id=599414#atom1
• As many as 80% of people multitask on a mobile device while watching TV.
*Source: http://razorfishoutlook.razorfish.com/articles/forgetmobile. aspx#01
• Ninety-four percent of reported multitaskers engage in some form of
mobile communication while watching TV, such as exchanging email,
sending IMs, texting, talking or social networking.
*Source: http://razorfishoutlook.razorfish.com/articles/forgetmobile. aspx#01
• Seventy percent of respondents multitask at least once a week; 49% do
so daily.
*Source: http://razorfishoutlook.razorfish.com/articles/forgetmobile.
aspx#01
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Interactive TV:
• Thirty-eight percent of respondents say browsing the web enhances
their TV viewing experience, while another 38% say it makes them
more distracted. *Source: http://razorfishoutlook.razorfish.com/articles/forgetmo bile.aspx#01
• The top five programming genres that attract multitaskers are reality,
news, comedy, sports and food.
*Source: http://razorfishoutlook.razorfish.com/articles/forgetmo bile.aspx#01
• Mobile traffic spikes during halftime shows of sporting events; Yahoo
Sports saw a 305% increase during the last Super Bowl halftime show.
* Source: http://razorfishoutlook.razorfish.com/articles/forgetmo bile.aspx#01
• Sixty percent browse the mobile web, of the which 44% search for
unrelated content and 38% search for related content.
* Source: http://razorfishoutlook.razorfish.com/articles/forgetmo bile.aspx#01
Interactive Ads:
• Viewers are generally irritated by ads and aim to avoid them.
Marketers face the challenge of creating entertaining ads that are
not perceived as repetitive or annoying.
*Source: Mintel
• Women are likely more difficult to engage in commercials than men.
They are more likely than men to find commercials annoying. Mintel’s
advertising and media reports consistently find that men are more
open to and engaged with advertisements.
*Source: Mintel 36
• Shift in consumer attitudes toward traditional advertising:
• There has been a seismic shift in consumer attitudes toward
traditional advertising and the way that marketers spend money on
traditional ads. The growth of the Internet as a substitute/supplement
to TV and widespread DVR use has resulted in a viewer that is often
distracted and able to skip commercials entirely.
*Source: Mintel
• Trend: Make it Mine
• Make it Mine is a consumer trend about how personalization is a right,
not a privilege. The ability for consumers to have some sort of input into
what they buy has crossed almost every industry in nearly every part
of the world. Moreover, consumers have come to see “have it my
way” as more than just a fun, frivolous way to express their personality
(or as just a fast food chain slogan), but as a recognition that no two
people, and no two people’s needs, are the same.
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• Here’s how Make it Mine can be utilized when discussing traditional
advertising:
• Television advertising is laggard in customization—the same ads are
typically broadcast to every home, at least within the local network
area, if not nationally. This stands even though one in four television
advertisement viewers surveyed for this report state that they almost
never see ads relevant to them. Even when marketers envision a world
in which ads are served separately to different households, the idea
tends to revolve around demographics (e.g., serving different ads to
different homes based on household income), rather than consumer
choice. Instead, viewers should be able to specify what types of
products they are interested in seeing ads for, and only receive ads
related to their interests.
• By partnering with pay television advertisers that offer two-way
communication (digital cable) platforms, or via internet-connected
televisions, or via online media being used simultaneously to watching
television, consumers can be allowed to customize their
commercial-viewing experience. Methods that can be used could 37
range from a thumbs up or thumb down, similar to Pandora’s customized
radio approach, or be more explicit, allowing consumers to specify a
category of products, or even specific brands.
*Source: Mintel
• Impact of New Technology on Traditional Advertising
• Consumers have more freedom than ever before in the way they
view content, as a result of their owning new technology. Traditional
advertisers will increasingly need to use creative methods to reach
consumers such as integrating ads with programming content and
involving the online media that consumers use simultaneously with
television programming.
• Young consumers are most likely to own internet-connected TVs,
which are now owned by nearly one third of respondents aged 18-34.
TVs that connect with the Internet can offer marketers innovative ways
to connect with viewers, such as the ability to purchase products
directly and immediately from an advertisement.
• More affluent consumers are more likely to own DVRs, tablets, and
internet-connected TVs. Marketers of luxury goods and other products
aimed at an affluent audience need to pay special attention to the
changing landscape of TV viewing and how to adjust their strategies.
• New viewing models create a need for tie-ins and integrated
campaigns.
• Many forms of hardware that were uncommon or
nonexistent five years ago are now owned by near-majority of
consumers. Products that change the way consumers encounter
traditional advertising include DVRs (48% penetration in Mintel’s
Internet sample), smart phones (37% penetration), and streaming
video subscriptions such as Netflix (32% penetration).
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• Traditional advertisers compete for attention because consumers are
watching television content on their own time and varying devices.
Aiming to saturate an audience that is skipping ads or watching online
via PC, tablet, or mobile is unlikely to be effective. Instead, traditional
marketers need to connect with viewers by using creative methods
such as product tie-ins and campaigns integrated with text messaging
or online platforms. The CW network innovated “content wraps,” which
are short commercials that resemble a show’s look or feature its
characters. Related content wraps are shown during each commercial
break and they have a story of their own. The aim is to hook the viewer
on the ads’ own storyline.
• Online adults aged 25-54 are 23% more likely than the average U.S.
Internet user to follow a brand via social networking and 29% more likely to
purchase a product online that was featured on TV.
*Source: http://blog.nielsen.com/nielsenwire/online_mobile/report-u-s media-trends-by-demographic/
• When watching TV and using their tablet simultaneously, male tablet users
were more likely to look up information related to a TV program while
females were more likely to up look info related to a TV ad.
*Source: http://blog.nielsen.com/nielsenwire/online_mobile/report-u-s-
media-trends-by-demographic/
TV Watching Behavior:
• Living room TV is still the most popular way to watch TV programs
despite the growth of sites such as YouTube and Hulu. However, the
popularity of TV as the first screen is lower among younger consumers;
marketers seeking to reach 18-24 year olds will need to continue to
expand marketing spend on new media.
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• One in six Mintel respondents now own a tablet, and ownership is
expected to become more widespread. Tablets make online video viewing
more accessible than a desktop computer, potentially taking away from
traditional TV viewing time.
• Competitive Context
• Internet-delivered content draws viewers away from TV
• The strongest competition to traditional television viewing
comes from the easy availability of high-quality Internet video
content. Consumers are spending less time in front of the
television in favor of free content on sites like YouTube and Hulu,
which can be viewed on desktop and laptop computers, as well
as tablet devices and mobile phones (in some cases).
• The percentage of Experian Simmons respondents who say
they are watching less TV because of the Internet increased from
17% in 2005 to 23% in 2009 (discussed in Mintel’s Attitudes Toward
Traditional Media Advertising and Promotion—U.S., September
2010). This attitude is more likely to be expressed among
under-45s.
• Slingbox offers the ability to stream TV content to any computer or
mobile device over the Internet. Such technology has been available
for many years but has yet to achieve mainstream adoption. However,
this has the potential to change as smart phone and tablet
penetration increases. In November 2010, the company announced a
new application for streaming TV to the iPad, priced at $29.99.
• Content viewing on the computer is most likely to be a threat among
younger (student-aged) consumers who often watch movies or TV
shows alone. The alternative is less attractive to consumers who enjoy
watching on a larger screen with friends or family, underlining the
importance of the family demographic to the high-end TV market.
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• Internet on the TV
• The breadth of Internet content available has driven TV
manufacturers to enhance high-end models with built-in Internet
connectivity, so users can view Internet content on the big screen.
However, this convergence between Internet and TV is still in very early
stages of adoption. Significant developments seen over the last two
years include:
• Internet TV services—A number of paid services that offer
internet delivery of TV show and movie content have emerged
over the last two years, including Netflix, Amazon On Demand,
Vudu, Apple TV, and Hulu Plus. These services are increasingly
available through interfaces built into internet-enabled TVs and
are also accessible through digital media adapters and certain
Blu-ray players.
• PC to TV streaming—The ability to stream AV content from the
PC for playback on the TV exists through popular gaming
consoles (e.g. Sony PlayStation 3, Microsoft Xbox) and set-top
boxes (e.g. Apple TV’s AirPlay). Though certain free-content
sources like Hulu are blocked through this technology to prevent
unintended cross-platform viewing, these restrictions may be
lifted in the near future.
• Google TV—Launched in October 2010, Google TV offers a
search-based interface that looks for the search term across all
TV channels and the web simultaneously. A quick research for a
TV show title results in upcoming showtimes, detailed cast
information from IMDB, and where the content can be viewed
on the web (if available). At present, the service is only available
as a built-in feature on select Sony TV models, as well as through
a specific Sony Blu-ray player and a dedicated set-top box from
Logitech
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• Approximately 44% of all online video watching is being viewed in the
workplace.
*Source: http://blog.nielsen.com/nielsenwire/online_mobile/three-
screen-report-q409/
• Eighty-eight percent of tablet owners and 86% of smart phone owners said
they used their device while watching TV at least once during a 30-day
period. For 45% of tablet-tapping Americans, using their device while
watching TV was a daily event, with 26% of those recording simultaneous TV
and tablet use several times a day. U.S. smart phone owners showed similar
dual usage of TV with their phones, with 41% saying they use their phone at
least once a day while tuned in.
*Source: http://blog.nielsen.com/nielsenwire/online_mobile/double-
vision-global-trends-in-tablet-and-smartphone-use-while-watching-tv/
• Females spend 61.2% of their time-shifted viewing during primetime
watching dramas.
*Source: http://blog.nielsen.com/nielsenwire/online_mobile/report-u-s-
media-trends-by-demographic/
• Fifteen percent of participants are on their phones for the entire program
duration.
*Source: http://razorfishoutlook.razorfish.com/articles/forgetmobile.
aspx#01
Other:
• Tablets offer a new, fast-growing portable device
• Tablets have emerged as a relatively new (but increasingly popular)
device, at the crossroads of smart phone and personal computer.
Having larger screens than phones, they are ideal for Internet browsing,
gaming, watching video content, and listening to music or reading
eBooks while on the go. Since Apple released the fun and easy-to-use
iPad 2 in April 2010, the ownership of tablets has grown exponentially.
By the time of the release of iPad 2 in March 2011, Apple had sold
more than 15 million units. Apple was expected to sell upward of 20
million tablets by the end of 2011, commanding more than 80% of
the global market, per Forrester Research.
*Source: Mintel, Media Usage and Online Behavior , 2011 42
• When they’re watching TV, second-screen users are staying connected
through email and social networks. With the exceptions of checking sports
scores and looking up product information, women are more actively
engaged online than men. 29% of smartphone and tablet owners are looking
up information related to the program they’re watching. 19% are looking up
information about an advertisement. This is not an age for passive viewing.
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• There’s no question. TV is no longer a passive-viewing activity. People
won’t settle for using just one screen. If their TV is on, so is their tablet,
smartphone, and maybe e-reader.
• Men and women like different genres of programming. Surprise! But
based on those preferences in genre, their viewing habits differ also. You’re
unlikely to catch a woman watching a time shifted sports event. These are
the smartest ways to effectively reach your target audiences.
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• Women and men aren’t so different when it comes to using their second
screens. However, women out-socialize men while watching TV, while men
are more prone to focus on what’s before them—during an advertisement
or their scheduled programming.
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i.Competitive Frame o i.TV •Touch Screen •Universal Remote •Cross-connectivity with most other technology •Partnered with TiVo, NetFlix, Hulu, Comcast, and web streaming •Voice Recognition – presents related info to the show you’re watching •Social Media viewer •Built-In Apps •Built-In Cameras
o
Sony Tablet S •Touch Screen •Universal Remote – non-Sony brands too •Cross-connectivity with TV and PC •Music and Video Unlimited •Social Media “Feed Reader” •Built-In Apps •Built-In Cameras
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o
Wii U Nintablet •Touch Screen •Claimed cross-connectivity with TV •Claimed to integrate with NetFlix, Hulu Plus, and YouTube •Gaming Technology with Wii
o
Xbox Smart Glass •Touch Screen •Built-In Apps that play video and other content •Web Streaming with related content to shows being watched •Gaming technology with Xbox
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i.Brand Model
o Current Brand Position • Based on what we know, i.TV is a tablet that will first reach early adapters. o Desired Response • That the consumer sees a need for it and is actually willing to buy the product. o Conceptual Target • Ages 18-24; for this group, multitasking is second nature. o Core Desire • To stay connected. o Role of the Brand • Provides total connectedness while watching TV. o Compelling Truth • People already multitask. i.TV will embrace the “condition” that everyone has. o Selling Idea • Improve the amount and speed of information the consumer views but doesn’t have the time to search out for.
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i.Creative Brief o Target •18-24 year old, information-seeking individuals. o Insight • The consumer is only as engaged as the media content allows. Today’s viewer has been trained in the art of “ADD.” The nervous energy comes form “what am I missing?” with whom am I not staying connected? NED – Nervous Energy Disorder. A condition needs an antidote. o Promise • i.TV is the antidote, “The Prescription Drug.” o Support • When people sit down, they can’t sit still. For this generation, multi-tasking is a way of life. Consumers constantly need “updating.” o Creative Assignment • To show how advertising and TV can more efficiently and effectively engage the viewer.
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i.Key Consumer Insights
o Our target market has a condition we term as “N.E.D.” (Nervous Energy Disorder). They can’t sit still without their mind wandering to their various forms of social communication. They have a constant need to be “connected” via e-mail, text messaging, social media, etc. (i.TV already knows this)
o TV viewers can be categorized into two different types: “Gotta-Know” live watchers and multitasking and attention-giving “Time-Shifters.” Certain genres (sports and news) are generally watched live, whereas other genres (talk shows and sitcoms) are recorded or downloaded and watched at different times.
o Multitasking-while-watching-TV habits are directly connected to the genre of television that an individual is watching.
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i.Recommendations
o Embrace consumer multitasking by introducing a device that generates advertisements according to how different consumers watch specific genres in different ways.
o Utilize the commercial break to reach the ‘’Gotta Know” watchers’ multitasking peak and implement product placement during shows to reach the multitasking and attention-giving “Time-Shifters.”
o Market to advertisers the profitability of product placement during sitcoms. Recognize the multitasking habits of viewers as an easy way to immediately connect viewers to their advertisements via their tablets.
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