{"id":5612,"date":"2011-10-01T16:49:30","date_gmt":"2011-10-01T16:49:30","guid":{"rendered":"http:\/\/www.mobiadnews.com\/?p=5612"},"modified":"2011-10-01T16:49:30","modified_gmt":"2011-10-01T16:49:30","slug":"tablets-to-drive-shopping-during-tv-ad-breaks","status":"publish","type":"post","link":"http:\/\/www.mobiadnews.com\/?p=5612","title":{"rendered":"Tablets To Drive Shopping During TV Ad Breaks"},"content":{"rendered":"

tv_ipad.jpgRecently is has become clear that two strong consumer trends are starting to merge, which might have a major impact on TV advertising.<\/p>\n

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A survey in the UK found that over 50% of consumers browse the internet at the same time as watching TV.<\/p>\n

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At the same time, increasingly tablet devices such as the iPad are becoming the home shopping platform of choice.<\/p>\n

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A recent survey of 4,000 UK consumers TV habits, conducted by Deloitte<\/strong> and GfK<\/strong>, has found a strong growth in simultaneous TV\/Internet watching, with over 50% of consumers browsing the Internet at the same time as watching TV. This compares to only 39% in 2010. <\/p>\n

tv_ipad2.jpgThe survey also found that shopping is one of the most popular online activities among those who browse the Internet, with 45% of those polled reported e-shopping while watching TV. <\/p>\n

One final statistic from the study is that fully 13% of the respondents plan to buy a tablet in the next year.<\/p>\n

Clearly this combination sets the stage for these tablet devices to become the purchase mechanism for the products being advertised on TV. <\/p>\n

For 18 to 25 years olds, discovering a product or service on TV is currently rated as the third most powerful purchase influence. The study found the following were the strongest purchase influences on this group:<\/p>\n

\n1. discovering the product in a shop (32%)
\n2. receiving a recommendation from a friend (21%)
\n3. discovering a product or service on TV (20%)\n<\/div>\n

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These were all much higher than social media influencers, with Facebook only reporte by 3%, and Twitter by 2%.<\/p>\n

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tv_ipad_barker.jpgJolyon Barker<\/strong>, global lead for Technology, Media and Telecommunications (TMT) at Deloitte, made a number of insightful comments on these trends:<\/p>\n

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  • \u201cThe television industry should consider how best to react to this opportunity. Taking a share of the transaction value<\/strong> may precipitate an undesired wholesale shift to commission-based advertising. Given television\u2019s role in brand-building, such a move could be counter-productive. Making programmes that are perceived as too overtly created to sell merchandise may trigger a viewer backlash.\u201d<\/li>\n

    \n

  • \u201cTelevision, via a programme or an advert, can provide the impulse for a purchase. This year more consumers will buy tablets, connected and browser-equipped devices, which can work as digital tills sitting on viewers\u2019 laps<\/strong>.”<\/li>\n

    \n

  • One option (for retailers) might be to update the home page of their websites to reflect what they know is being advertised on television<\/strong> at a certain time, if a certain dress is being advertised at a certain time then the retailer should feature it on the homepage at the same time to assist an easy conversion to sale.\u201d<\/li>\n

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  • \u201cbroadcasters … would need to up their game significantly<\/strong> in terms of monitoring the online response to their programmes and adverts, and utilising this rich data.”<\/li>\n<\/ul>\n

    Whatever happens in this interesting space, he concludes, \u201cthe reality is that television is highly persuasive, multi-channel retail is vibrant, and the TV sector should always be open to new revenue opportunities.\u201d<\/p>\n

    sociatv-companion.JPG<\/p>\n","protected":false},"excerpt":{"rendered":"

    Recently is has become clear that two strong consumer trends are starting to merge, which might have a major impact on TV advertising. A survey in the UK found that over 50% of consumers browse the internet at the same time as watching TV. At the same time, increasingly tablet devices such as the iPad […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[16,3,24],"tags":[162,99,188],"_links":{"self":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/5612"}],"collection":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5612"}],"version-history":[{"count":0,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/5612\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5612"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5612"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5612"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}