Most people around the world are still wedded to their TV sets when it comes to watching video entertainment, particularly when they are with their families and friends. But this ongoing love affair with TV has been supported by the rise in digital set-top boxes, catch-up TV and on-demand services such as Sky+ and Virgin TV Anywhere — leading to a groundswell of online TV viewing that research shows is complementary to old-fashioned living room lean-back behaviour.
And that, in turn, is driving an imperative for cross-platform advertising approaches.
Rise of Screen-Stacking
In Connected Life, a study of over 55,000 internet users worldwide, global consultancy TNS found that despite a surge in online consumption, traditional TV sets still play a huge part in our lives, with three quarters of respondents (75%) sitting in front of the box every day. ‘TV dinners’ are also alive and well, with three out of four viewers (76%) giving TV their undivided attention while eating in the evening.
That said, many of the big global media companies are already taking advantage of growing online viewing trends, offering on-demand services such as BBC iPlayer, Hulu or HBO GO, which allow people to access premium content wherever they are through their phones or tablets. And consumers are making use of the access. One quarter (25%) of those surveyed worldwide watch content on a PC, laptop, tablet or mobile daily. This rises to one third (33%) in mainland China and Singapore and 32% in Hong Kong, where 'phablets' are increasingly popular.
In Hong Kong, more people actually choose to watch TV and video online rather than on traditional sets. After dinner, one quarter of people (26%) tune into content on their digital devices, in contrast to 14% who switch on their TVs.
The survey also found that demand for live and on-the-go content has been amplified during the 2014 FIFA World Cup in recent weeks, the firm noted. Viewers worldwide are accessing match content via multiple devices at home and on the move, while also engaging in conversations on social media platforms.
“The desire to access our favourite TV shows at all hours of the day is also driving online TV usage, which extends our access to them,” the firm said.
People are also just more digital in general: The survey overall found that consumers own approximately four digital devices each, rising to five among Australian, German and UK respondents. This, combined with demand for TV and video content on-the-go, is fuelling the ongoing rise of multitasking—what TNS calls multi-screening or ‘screen-stacking.’ Almost half of people surveyed (48%) who watch TV in the evening simultaneously engage in other digital activities, such as using social media, checking their email or shopping online.
“In a world where multi-tasking is the norm, the context in which we watch TV is rapidly changing - it isn’t just on the sofa at home with no other digital distractions around us,” said Matthew Froggatt, chief development officer at TNS. “Instead, the growth in screen-stacking and online TV viewing is huge, particularly in the Asian markets, driven by a growing demand for content among viewers.”
Shifting Monetisation Requirements
Going forward, these trends have major implications for advertisers, who will need to gain the interest of viewers across screens. “While there is no disputing that our love of traditional TV remains, advertisers must continue to adapt to our changing viewing habits,” Froggatt said. “Online devices are offering more ways to access TV and video content, meaning that brands will need to adopt a more integrated online approach in order to engage consumers.”
And in fact, a cross-platform approach to monetisation is rapidly becoming an imperative for an industry in the throes of massive behavioural changes.
Right now, video viewing is a complex and fragmented environment, in which complementary activities (and at times conflicting activities) are taking place across multiple screens. Distraction is a concern for advertisers—if someone is watching a show and then tweeting about that show during linear commercials, how can they capture that screen shift to make the most of their engagement efforts? This has made accounting for viewing behaviour orders of magnitude more difficult than it ever has been in the past.
“In 2006, around the dawn of YouTube and online video in general, I said, while TV is not extinct, the upfront as we knew it has come to an end, yielding the birth, this year, of a true video upfront, which will adapt and transform because consumers say so,” explained John Muszynski, chief investment officer at media buyer Spark. “Here we are eight years later, and I find myself uttering the exact same words. The biggest difference being, of course, that the consumer has evolved significantly since the early days of online video. Today, traditional TV viewing is down marginally, while we are seeing across-the-board gains in time-shifted, online, mobile and over-the-top video viewing. But the measurement systems have not yet caught up.”
Companies like comScore and Nielsen are trying, however. The former said in a recent report that adopting a viewer-centric approach that aligns with the way advertisers want to buy and content owners want to sell advertising is no longer a choice.
In the best-case scenario, “All video content can be accounted for and used as a basis of transaction according to quality of the inventory and the unduplicated audience reached – not merely on the basis of the individual device on which it is consumed,” it said. To get there, comScore has laid out a methodology for using the panel-based approach of legacy TV measurement systems, but in combination with advanced digital measurement methods – including the combination of large scale panel-based systems with census-level data from millions of TV set-top boxes, Web and app tagging, etc. Taking this information together can deliver a comprehensive and unified accounting of video viewing audiences when paired with a Big Data analytical engine that can slice and dice the numbers.
Nielsen meanwhile is starting public beta trials for its Nielsen Cross-Platform Campaign Ratings service, which aims to take the commercial exposures from an advertiser’s TV ads and its online ads, and report on the combined audience for campaigns, amount of overlap and overall reach.
The trials are being carried out in the UK by combining Nielsen Online Campaign Ratings, launched last October, with TV data from BARB. Results are delivered in terms of reach, frequency, GRPs (gross rating points), unique audience and impressions – all at a daily level. Advertiser and partner guinea pigs include Unilever and Mondelez International, formerly known as Kraft Foods; agencies include Omnicom Media Group, Aegis and Universal McCann London; and publishers and ad networks like Adap.tv.
“More and more consumers are living platform-agnostic lives, and the advertising world needs to adapt to that,” said James Oates, Nielsen managing director of media in the UK. “Creating a way to reach, measure and monetize inventory across screens and platforms advances the industry towards the high-calibre, seamless standard that can provide new opportunities for advertisers, agencies and publishers – allowing a mutual exchange of value between buyer and seller. Nielsen Cross-Platform Campaign Ratings is an exciting step forward in helping them further understand the impact of their campaigns, wherever they run – across platforms and markets around the world.”
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And that, in turn, is driving an imperative for cross-platform advertising approaches.
Rise of Screen-Stacking
In Connected Life, a study of over 55,000 internet users worldwide, global consultancy TNS found that despite a surge in online consumption, traditional TV sets still play a huge part in our lives, with three quarters of respondents (75%) sitting in front of the box every day. ‘TV dinners’ are also alive and well, with three out of four viewers (76%) giving TV their undivided attention while eating in the evening.
That said, many of the big global media companies are already taking advantage of growing online viewing trends, offering on-demand services such as BBC iPlayer, Hulu or HBO GO, which allow people to access premium content wherever they are through their phones or tablets. And consumers are making use of the access. One quarter (25%) of those surveyed worldwide watch content on a PC, laptop, tablet or mobile daily. This rises to one third (33%) in mainland China and Singapore and 32% in Hong Kong, where 'phablets' are increasingly popular.
In Hong Kong, more people actually choose to watch TV and video online rather than on traditional sets. After dinner, one quarter of people (26%) tune into content on their digital devices, in contrast to 14% who switch on their TVs.
The survey also found that demand for live and on-the-go content has been amplified during the 2014 FIFA World Cup in recent weeks, the firm noted. Viewers worldwide are accessing match content via multiple devices at home and on the move, while also engaging in conversations on social media platforms.
“The desire to access our favourite TV shows at all hours of the day is also driving online TV usage, which extends our access to them,” the firm said.
People are also just more digital in general: The survey overall found that consumers own approximately four digital devices each, rising to five among Australian, German and UK respondents. This, combined with demand for TV and video content on-the-go, is fuelling the ongoing rise of multitasking—what TNS calls multi-screening or ‘screen-stacking.’ Almost half of people surveyed (48%) who watch TV in the evening simultaneously engage in other digital activities, such as using social media, checking their email or shopping online.
“In a world where multi-tasking is the norm, the context in which we watch TV is rapidly changing - it isn’t just on the sofa at home with no other digital distractions around us,” said Matthew Froggatt, chief development officer at TNS. “Instead, the growth in screen-stacking and online TV viewing is huge, particularly in the Asian markets, driven by a growing demand for content among viewers.”
Shifting Monetisation Requirements
Going forward, these trends have major implications for advertisers, who will need to gain the interest of viewers across screens. “While there is no disputing that our love of traditional TV remains, advertisers must continue to adapt to our changing viewing habits,” Froggatt said. “Online devices are offering more ways to access TV and video content, meaning that brands will need to adopt a more integrated online approach in order to engage consumers.”
And in fact, a cross-platform approach to monetisation is rapidly becoming an imperative for an industry in the throes of massive behavioural changes.
Right now, video viewing is a complex and fragmented environment, in which complementary activities (and at times conflicting activities) are taking place across multiple screens. Distraction is a concern for advertisers—if someone is watching a show and then tweeting about that show during linear commercials, how can they capture that screen shift to make the most of their engagement efforts? This has made accounting for viewing behaviour orders of magnitude more difficult than it ever has been in the past.
“In 2006, around the dawn of YouTube and online video in general, I said, while TV is not extinct, the upfront as we knew it has come to an end, yielding the birth, this year, of a true video upfront, which will adapt and transform because consumers say so,” explained John Muszynski, chief investment officer at media buyer Spark. “Here we are eight years later, and I find myself uttering the exact same words. The biggest difference being, of course, that the consumer has evolved significantly since the early days of online video. Today, traditional TV viewing is down marginally, while we are seeing across-the-board gains in time-shifted, online, mobile and over-the-top video viewing. But the measurement systems have not yet caught up.”
Companies like comScore and Nielsen are trying, however. The former said in a recent report that adopting a viewer-centric approach that aligns with the way advertisers want to buy and content owners want to sell advertising is no longer a choice.
In the best-case scenario, “All video content can be accounted for and used as a basis of transaction according to quality of the inventory and the unduplicated audience reached – not merely on the basis of the individual device on which it is consumed,” it said. To get there, comScore has laid out a methodology for using the panel-based approach of legacy TV measurement systems, but in combination with advanced digital measurement methods – including the combination of large scale panel-based systems with census-level data from millions of TV set-top boxes, Web and app tagging, etc. Taking this information together can deliver a comprehensive and unified accounting of video viewing audiences when paired with a Big Data analytical engine that can slice and dice the numbers.
Nielsen meanwhile is starting public beta trials for its Nielsen Cross-Platform Campaign Ratings service, which aims to take the commercial exposures from an advertiser’s TV ads and its online ads, and report on the combined audience for campaigns, amount of overlap and overall reach.
The trials are being carried out in the UK by combining Nielsen Online Campaign Ratings, launched last October, with TV data from BARB. Results are delivered in terms of reach, frequency, GRPs (gross rating points), unique audience and impressions – all at a daily level. Advertiser and partner guinea pigs include Unilever and Mondelez International, formerly known as Kraft Foods; agencies include Omnicom Media Group, Aegis and Universal McCann London; and publishers and ad networks like Adap.tv.
“More and more consumers are living platform-agnostic lives, and the advertising world needs to adapt to that,” said James Oates, Nielsen managing director of media in the UK. “Creating a way to reach, measure and monetize inventory across screens and platforms advances the industry towards the high-calibre, seamless standard that can provide new opportunities for advertisers, agencies and publishers – allowing a mutual exchange of value between buyer and seller. Nielsen Cross-Platform Campaign Ratings is an exciting step forward in helping them further understand the impact of their campaigns, wherever they run – across platforms and markets around the world.”
CONTENT ORIGINALLY SHARED ON
http://www.rapidtvnews.com/2014071334482/online-tv-tv-everywhere-demand-create-screen-stacking-world.html
Content Publisher Follow Gaurav Thakur on Google Plus, Facebook and Twitter by by Gaurav Thakur
