Flat screen on the wall, and some...
As we [households] watch our shows of choice many of us engage with another screen — a laptop, a desktop, a tablet, or a smartphone — that provides access to a stream of content and conversations.
So, why are we looking at these other screens while watching TV and what are we looking at?
These are some of the questions Facebook sought to answer in a study they recently commissioned of more than 500 people from global market research agency Millward Brown.
Facebook's study explored people’s changing behaviour while watching live primetime TV in the US (which will be interesting to extrapolate habits extending into other countries), and the resulting implications for marketers.
Productive yet connected
Oftentimes, people access their devices while watching TV in order to complete tasks and feel connected: 75% of respondents liked to multi-task while watching a show because it made them feel productive, and 33% said they did so to continue to be entertained or to communicate with friends and family.
As one respondent said, “I love to watch TV. Sometimes it feels like I am not being so productive when doing so, so most of the time when I am watching TV, I am multi-tasking.”
And, their preferred platform(s)?
During a commercial or show, the number one thing people do is check email: 82% did so during commercial breaks, and 70% did so during the TV show itself.
This was followed by visiting a social media platform, with 71% reporting that they did so during a commercial and 64% during a show. Facebook was by far the preferred platform; 85% of people who reported visiting a social network while watching TV said they visited Facebook, and 65% reported spending more than 15 minutes on our site.
Of those who use Facebook, 94% said it was their preferred digital platform.
Interesting Fact: Facebook was used by more people, more frequently, for longer periods of time compared to other social media platforms, email and search engines.
Key ideas & how you can apply them?
I would say there's 2. . .
(1) Our brands have an opportunity to be part of the new way we're all watch "TV" across multiple screens. Forty-one percent of respondents said that seeing an ad on TV led them to interact with that same brand or product on their devices.
So then, with multi-screening becoming the norm experience, as marketers, we can turn what could be perceived as a 'distraction' into an integrated and enhanced brand experience that extends from TV across the multiple device screens.
(2) And, Facebook — viewed as one of the main online destinations while watching live primetime TV — can help augment and maximise the reach of TV in the living room and beyond.
Got ideas you want to express through video messages but you're just stuck on what to do next? Stuck on what to 'say' or include??
Call me to discuss and see how you can take your ideas further into getting better results than ever and bringing your viewers to their "ah-ha" moments with your brand to give you that most desired response from your video campaigns (goals).
Alan - e: email@example.com or call: 0414 234 299