20132901 adt full screen pop up-en

ANALYSIS OF ATTENTION – AWARENESS – POINT OF VIEW –

ASSESSMENT OF AUDIENCES ABOUT FULL SCREEN POP-UP

Research for: Report time: 05/2012

Introduction to Research Context 3

Research Objective 8

Research Design 9

Research Result 15

Conclusion and Recommendation 29

2Full Screen Pop Up Research Report

Table of Contents

I. INTRODUCTION TO RESEARCH CONTEXT

3Full Screen Pop Up Research ReportFull Screen Pop Up Research Report

INTRODUCTION TO RESEARCH CONTEXT

In 1998, ADT was founded. Starting since the beginning of advertising industry, ADT is seen as oneof the pioneering companies in the media market. Along with the growth of the business communityin Vietnam, ADT has grown dramatically to become one of the few professional providers ofadvertising & media services in Vietnam media.

Current services of ADT:

Introduction about ADT

4Full Screen Pop Up Research Reportn

Spot booking & buying;

TV program sponsors;

TVC services;

Creative design;

Creativity development;

Strategy and brand development;

Events organizing;

Overall brand consultancy;

Full Screen Pop UUp Research Reportrtrn


Full Screen Pop-up is a new form of advertising on television,

but there are some other characteristics compared to regular

commercials :

Length: Shorter than regular TVC, only about 4-8 seconds;

Position: First or last of a spot break; together with the line

“Advertising program” or “Please continue watching broadcasting

programs”;

Sound: no voice-over or dialogue, only program-specific theme

sound of each channel;

Full Screen Pop-up Introduction



Research Reasons


Full screen pop-up has higher rating than other spots in the same spot breakAverage rating (Ind. 4+) of Full screen Pop-up on HTV7 channel:

More than 11% compared to spots at priorityMore than 27% compared to spots at normal positions

Position of normal spots

Average rating of Full screen Pop-up and normal spots on HTV7according to analysis results of the first 6 months of 2012 (20:00-22:00)

FSPU (first) FSPU (Last)


Full screen Pop-up (FSPU) is combined with the break screen that signals the start of a spot break

or the return of main program. So whether the audiences pay attention to FSPU as much as normal

spots or not?

FSPU only appears in a short time (4-8 seconds), and no voice or dialogue in the content of

FSPU. So whether the audiences can recognize which product/brand advertised as well as catch

the details/messages of the commercial or not?

This is a new type of commercial. What is the assessment of audiences toward it?

Might FSPU impact on the audiences’ thinks or behaviors?

Research Reasons



II. RESEARCH OBJECTIVE

• Measure the level of audience's attention to Full Screen Pop Up (FSPU) ;

• Measure the perception of audience regarding advertising content on FSPU

• Study about the personal conception and assessment of audience about FSPU

• In compared with other normal commercials, how do the audience comment about FSPU?

9

III. RESEARCH DESIGN

RESEARCH DESIGN

• “Focus Group Discussion” (FGD) is selected as the most suitable method for this study

• The concentration level of audience on Television at home might be different with research place. At home, for instance, the audience can be distracted from watching Television due to many activities such as taking a phone call, talking to other member…etc.

• The repetition frequency of FSPU in testing environment is closer than in reality (due to the time limitation for each group discussion). As the result, the concentration and recognition of audience about FSPU can be better.

• The result of this study can be affected due to the selection of materials/documents during audience testing process such as: the program’s quality or genre, brand/ product dvertised on FSPU, the quality of TVC’s creative…etc.

The acceptable drawbacks of research methodology


RESEARCH DESIGN

• The simulated environment used for research can increase/decrease the level of audience’s

concentration on FSBU in an unnatural way

• Genre and the attraction of broadcasted programs can increase/decrease the level of audience’s

concentration compared with practical environment.

• The popularity of products/brands advertised on FSPU

• The position of the FSPU in a program

• The other factors related to the creative of a FSPU such as: ideas, colors, images, sounds,…etc.

• 2 video clips have been created in order to study about the different impacts of above factors to

2 different program genres – Series and News

3 FSPU TVCs with different lengths, represented for 3 brands with different popularities

(*) All products/ brands were selected by ADT

The possible factors may a ect to audience’s concentration and recognition about FSPU


RESEARCH DESIGN

Description of 2 video clips used in Group Discussion


Group A

Clip 1: Series(01:57) – FSPU COMFORT (00:08) - normal TVCs (01:58) – FSPU FAMI (00:08) –Series(01:39)

Clip 2: Weather forecast (01:33) – FSPU OMO (00:05) - normal TVCs (01:58) – FSPU CENTER FRUIT (00:05) – Sport news (01:19)

Clip 3: FSPU COMFORT (00:08)

Clip 4: FSPU FAMI (00:08)

Group B

Clip 1: Series(01:07) – FSPU OMO (00:08) -normal TVCs (01:58) – FSPU CENTER FRUIT (00:08) – Series

Clip 2: News 60s (01:06) – FSPU COMFORT (00:05) - normal TVCs (01:58)– FSPU FAMI (00:05) – News 60s (01:55)

Clip 3: FSPU OMO (00:08)

Clip 4: FSPU CENTER FRUIT (00:08)

RESEARCH DESIGN


Research target – sample size

• Male/Female, age from 15-50

• Do not work in any market research or media companies

• Watch TV at least 4 days/week

Sampling method

• Scope of research: HCM City

• Using systematic sampling methods with combined quota of gender & age;

• Other criteria such as: working status, occupation and social economic classification are also considered to diversify the targets

Research target – sample size

Male Age group/ Gender Female

6 15-19 88 20-24 88 25-29 88 30-34 88 35-39 88 40-44 88 45-50 8

54 Total no. of respondents 56

IV. RESEARCH RESULT


RESEARCH RESULT

“… What do you see after watching this video clip?”

In this study, it is defined that a person paying attention to Full Screen Pop-up as if he/she can state

exactly any details advertised on the pop-up such as logo, image, text or particular color.

The concept of "seeing" here is not merely "see“, but it also depends on each person's ability to

remember.

Thus, the level of attention to Full Screen Pop-up may depend on the following factors :

Gender: Male & female may have different interest & attention to product / daily consumption

goods;

Age group: Young People usually have better eyesight and memory than older ones; Things that

young people care is often different from what the older generation do

The degree of acquaintance with mentioned things (phenomena): Those who have known a

certain product that can easily provide details of that product even taking a glance than those who

have never known that product.

Audience’s attention level to Full Screen Pop -up


Audiences of all age groups have the

attention to Full Screen Pop-up, however

this level of attention varies depending on

the advertised brand / product. Attention

rate to Full Screen Pop-up advertising for

familiar brand / product (Omo / Comfort)

is higher than the Full Screen Pop-up

advertising for new brand / new product

or even lesser known one (Center Fruit).

The level of attention to Full Screen Pop-

up of women is higher than men in

almost all age groups, especially for

products that women car and have the

opportunity to interact or use more often

such as Omo detergent or Comfort

Fabric condition.



Percentage of respondents seeing Full Screen Pop-up various brands (products) by age group

RESEARCH RESULT

Female

Male

RESEARCH RESULT

Typically, the average of audience in age 20-44:



70%More than of male respondents pay attention to Full Screen Pop-up of brand/product

80%About of female respondents pay attention to Full Screen Pop-up of brand/product

60%Nearly of respondents pay attention to Full Screen Pop-up of brand/product

20- 44 aged group

MaleFemale

For both men and women, the level of attention

to Full Screen Pop-up is closely related to the

age group.

The level of attention to Full Screen Pop-up of

25-29 aged group is relatively low;

The level of attention to Full Screen Pop-up of

audience above 45 yrs old has a significant

decrease.

Although Center Fruit is a new product/ brand, it

still get high attention of audience in 15-24 age

group because they usually pay attention to new

and lively things, and especially their preferred

products.



Percentage of respondents seeing Full Screen Pop-up of various brands (products) by age group

RESEARCH RESULT

Male

Female

RESEARCH RESULT

“… When watching TV at home, do you pay attention to those such images (Full Screen Pop - up)?”

“ Why not? It catches my eyes suddenly when I am enjoying movie and that caught my attention… ” – Mr. D. H, 15 years old, a pupil.

Why do audiences pay attention to Full Screen Pop-up?


“ There’s no way to ignore as it suddenly appeared during

watching TV series…” –Ms. N. T, 23 years old, Treasurer Staff.

“I’m often afraid of missing good scene of the series so I always keep watching from the time before series’ return. I

pay attention to the screen immediately when hearing the theme song performance …” – Ms. B.T, 36 years old, a housewife.

“ I often see all the ads because I usually watch movie with my children who don’t let me switch channel during advertising

time. So I see all…” – Ms. T. V, 32 years old, Sales Executive, have three children.

50% respondents say that they pay more attention to firstadvertisement for its sudden appearance, or cannot switch toother channels timely to neglect advertisements as theirexpectations.

30% often watch to last TVCs for not missing interestingscene of the being broadcasted program.

10% watch whole spots break because of 2 main reasons:When watching TV together with their children, they can not switch to other channels.Looking forward to new products or sales promotion.

The rest 10% claim that depends on specific circumstances. Ifthe program is attractive, they will keep watching. Otherwise,they will switch to other channels and do other things, orwatch some first/ last TVCs only.


RESEARCH RESULT

Which position of the Full Screen Pop-up can attract most attention?

“… Do you pay more attention to TVC or the last one when watching TV at home?”

First position,

50%

Same between positions

, 10%

Depend on

specific circumstances, 10%

Last position,

30%

FSPU of OMO washing-powder

100% respondents recognize OMO washing-powder product.

“Who doesn’t know OMO ”

– Mrs.T. T, 42 years old, housewife.

100% recognize OMO product because they have used it, or have

been seen OMO advertisement before.

“I have seen OMO advertisements everytime when I go to the

market, so I realize it right away by the letter OMO” – Ms. X. V,

33, clerical staff, living near Le Van Sy market.

“I know it as soon as I see the washing-powder bag” – Ms. Q.

G, 24, hotel receptionist.


RESEARCH RESULT

Recognition capacity of FSPU’s content

“When seeing … [pictures/letters/colors… on FSPU], do you know what product (s) are they about?”

FSPU of COMFORT fabric softener

80% respondents hit the point– That was COMFORT fabric softener, including:

• 100% recognize the product by the word COMFORT on the screen and have known it before;

• Some people say that they can identify the product by its bottle’s particular shape and color.

“I realize it right away when I saw the COMFORT bottle” –T. K, 19 years old, student.

“ I saw a couple who were dancing on TV’ screen” –Q. H, 48, lecturer.

Some aged 19-24 young man know COMFORT brand name but think that’s washing -powder.


RESEARCH RESULT


FSPU of FAMI soya milk

40% respondents know FAMI brand name as they have used this product.

“My family only use this milk” – Mr. M. Q, 42 years old, foreman.

20% knew this soya milk because they’ve seen its TVC before.

“I saw this advertisement in the Vuot Len Chinh Minh gameshow” –V. N,

23, security guard; V. Đ, 32, trader; and H. C, 34, accountant.

Some other people don’t know this product, but notice the advertised one is

soya milk by the shape of the box, liquid color or the bean.

“I see a mass of soya bean and milk box” –Q. H, clerical staff.

“I see the box like the one in super market, so I guess” – H. V, 18

years old, pupil.

I see the big letters FAMI and a broken bean” – Mrs.T. H, 44,

shopkeeper.


RESEARCH RESULT


FSPU for CENTER FRUIT gum100% respondents who pay attention to one of the details on FSPU havenever known CENTER FRUIT before.

Most of respondents who pay attention to this FSPU (except for some oldfemale) claimed that this is an advertisement for CHEWING GUM based onwhat they had seen:

The line of “Chewing Gum” ;

Shape and color of the gum reminded them of the one they had known;

Some people think that is STRAWBERRY CANDY because of thestrawberry image.

24Full Screen Pop Up Research Reportt

RESEARCH RESULT


The brand name CENTER FRUIT is in English and slightly long; thus, manypeople can not read it even saw it already.

“I saw a familiar word as fruit.” – say Mr. H. T, age 31, sales.

Most of them can’t read the small line on FSPU such as “STRAWBERRY FLAVOR” .

“It passed too quick to read” – Ms. T. T, age 48, housewife.

Some have a tendency of only noticing in the image but not reading the line.

“I saw the candy but I don’t know which kind of” – say Mr. H. N, age 33, driver.

85% say what they have seen (FSPU) is kind of normal TVCs,

short or quick one.

10% say that is an advertisement for the sponsor of the program.

25Báo cáo kết quả nghiên cứu dự án màn hình gạt

RESEARCH RESULT

The view point/awareness of FSPU

mm.

Sponsor ‘s TVC10%

Normal TVC85%

Other opinions

Báo cáo kết quả nghiên cứu 25dự áán màn hình gạt

5% have other opinions:

“… A signature for m broadcasting” – say

Mr. T. K, age 19, student.

“… Film is so short that it is put to lengthen

the duration” – say Mr. H. V, age 18,

student.

“… It’s not an advertisement but a channel

feature” – say Mr. V. P, age 17, 11th grade

student.

“In your opinion, what is the or the last TVC in spot break you have just seen?”

About 20% respondents think that short advertisement lead to lower cost and less time.

Others have different awareness about the length of FSPU.

“They maintain advertising to remind the consumers” – say Mr. V. N, age 23, security staff; Mr. H. V,

age 22, sales staff.

“Probably they don’t want to annoy the viewers” – Ms. H. B, age 22 , sales staff.

“It’s unnecessary for well -known product/ brand names to advertise too long” – Mr. Q. H., age 22,

interpreter

“The shorter, the less boring” – Ms. H. T, age 39, housewife.


RESEARCH RESULT


“… Why do they have such a short advertisement? Why not a long one as usual?”

There was a respondent who also associated FSPU with advertisements on foreign channels.

“They probably simulate the advertisement on Discover Channel which is short and has no demonstration. I have watched it many times to see the Canon model” – Mr. A. T, age 40, officer.

Some supposed that short advertisement make audiences curious or attractive:

“At the st time I don’t get what it is, thus I have to wait for the next time” – say T. H, age 15, student.

“After watching it, my son asked me “Dad, why is the egg broken”, which makes me have to wait for the next time to get the answer” – Mr. H. H, age 45, carpenter.

27

RESEARCH RESULT


Full Screen Pop Up Research Report

• In term of “other people”, young people tend to think of their peers only. Meanwhile, older people,

especially married ones, think of not only their peers but also older generations.

• A majority of young respondents told FSPU would still get people’s attention as normal TVCs due to

at their age “nothing is too fast“ and they are interested in something new.

"What makes people curious will catch their attention," Ms. N. H, 16-year-olds student.

• But there were some other young people think wisely:

“… Probably the older who have poor and slow vision can’t see it as clear as we can” ," Ms. T.

H, 15-year-olds student.


RESEARCH RESULT

Audience’s assessment about Full Screen Pop -up (FSPU)

“ In your opinion, when watching TV at home can other people pay attention to such short advertisements with no voice - over?”

In term of “the others” , the youth tend to think about their peers. Meanwhile, the adult, especiallythe married one, often think about not only someone like them, but the children and the older aswell.

Most of young respondents think that FSPU draws the same attention as normal advertisementsbecause “nothing is too fast” at their age and they are interested in something new.

“These make us curious so that we’re supposed to wait for the next time to actually know whatit is” – say Ms. N. H, age 16, student.

However, there are some young respondents who have wider think:

“… Probably the older who had poor and slow vision can’t see it as clear as we can” – Ms. T.H, age 15, student.


RESEARCH RESULT


“In your opinion, these short advertisements, no demonstration, can catch the viewers’ attention when seeing them at home?

There is no problems if FSPU has no voice-over, many respondents say, with the following conditions:

Product must be familiar to audience.

o “People can understand fast Advertisements once they already know the product" - Ms. H. T, 39 years old, a officer.

Must have impressive factors to attract audience’ attention.

o “Realize an 10% more is enough, " Ms. T. H, 25, NV VP.

o "I prefer understandable short advertisements by too long ones are ungainly "- Ms. H. D, 43 years old, treasurer.


RESEARCH RESULT


The majority of female respondents agree that:

FSPU can make children' curious.

Women can see FSPU as normal, maybe even more attention because of its special positions.

Older people might not pay attention because of its length.

A female respondent raises an idea that : "If there is an additional voice "OMO is added 10% more“ in FSPU, women will pay more attention because many women only hear, not watch advertisements" - Ms. N. D, 26-year-old cashier.


RESEARCH RESULT


The young tended to be interested in this short TVC as FSPU

“I like it for it’s quick, brief and nimble” - say Mr. T. K, age 19, student.

“Short ads don’t make the viewers lose their interest” – say Mr. D. H, age 15, student.

“Repeatedly long advertisements are too boring to watch. Familiar products only need short advertisement for viewer to recognize it.” – Ms.T. H, age 15, student, and Mr. Q.H, IT staff.

With familiar products like OMO and COMFORT, most of them say that FSPU advertisement is appropriated because:

“Seeing “OMO” is enough, the more is unnecessary” – say V. N, age 23, security staff.

“Everyone knows that soya milk is good for health, no need to introduce” – say Mr. T. T, age 36, KCS staff.

“I don’t like it too short, but no need to be long when you already know that product” – Ms. T. H, age 38, tailor.


RESEARCH RESULT

Comparing FSPU with normal TVCs

“How do you think of these short TVC and other normal ones?

Most of them say that they would prefer the long TVCs if:

Advertising for new product and they can get their brand name or product features in long duration;

Advertisement pattern is always changed in order not to make the viewers bored;

Advertisement with lively and funny (many of young and middle-aged respondents mention Vinamilk ads as their favorite, while male respondents are fond of Heineken and Tiger ads).


RESEARCH RESULT

Comparing FSPU with normal TVC

“How do you think of these short TVCs and other normal ones?

V. CONCLUSION & RECOMMENDATION


CONCLUSION & RECOMMENDATION

Full Screen Popup (FSPU) get the attention of the majority of the respondents due to its first and last position in a spots break.

TAM data of TNS Media on HTV7 from Jan – Jun 2012 show that FSPU have the higher rating point in comparison with other types of advertisement of the same break.

The attention level to FSPU is related to the gender and age group of the audience

Female groups ‘s attention level to FSPU is higher than male ones;

Young audience tend to pay more attention to FSPU than older audience.

FSP at the first position get more audience attention than the last.

In the last position of a spot break, the audience’s attention level of FSPU depended on

2 main factors:

The attractiveness of the main program, for e.g, if the content of film/ series was not attractive enough, the audience tended to switch channel or stop watching when it came to the advertisement time. Therefore, they would miss the FSP at the end of spot break.

The duration of spots break – When the audience acknowledged that the break is longer, they shall switch channel or do other things than keep watching.

Conclusion


Main characteristics of FSP get the audience attention were:

Brand name

Design/ particular details of product (Detergent bag, Comfort bottle or 2 effigies in Comfort commercial ad, soya bean, strawberries..)

Attractive promotion information such as “10% more”

Signature color of the products or product category (For e.g: Purple for Comfort, or pink for chewing gum)

Most of the audience can recognize the product, brand name or key messages of FSPU advertisement of well known brand such as OMO or COMFORT or less well known brand as soya milk FAMI.

Even with new or least well known brand such as chewing gum CENTER FRUIT, they also get attention from young audience who might be curious and interested in new things.

FSPU Ads for new products fail to attract the older audience group, and the possibility to get brand awareness from those is also lower.

Conclusion



According to the majority of audience, the characteristics of FSPU such as the short duration and no voice recorder are the advantage of FSPU when it is used for well known brands/products, the audience will easily recognize the products through its brand name or particular details.

FSPU has positive effects on media aspects.

Remind audience of the products which they are using or have used/known.

Remind audience of the products which they’ve seen on TV or other places

Stimulate the curiosity and encourage audience to try/use the product (by watching the ads continuously), especially with children and young age group.

FSPU will be more easily accepted by the audience than repeated normal ads without improvement in content.

Conclusion




In most of the cases, FSPU should only be used to advertise for well-known or common products.

In some cases, FSPU for new or less well known brand/ product can play the role of a “teaser”, but in

most of other cases, we must carefully consider before making decision because the effect might be under-expected.

Products which are advertised on FSPU must be as much different as possible from the next TVCs or the previous ones. In this study, some respondents get confused that FSPU was a part of the next or the previous advertisements.

To enhance the audience’s attention to products on FSPU, we need to focus on or emphasize the

details that describe the ts for consumer such as: “10% more” or the signi cant features of the

product.

Small-sized details should not be used in FSPU due to respondent can not catch as such short duration.

With new product, FSPU should be used for short and easy to remember brand name such as OMO or FAMI. Long or foreign brand name such as CENTER FUIT should be avoided.

RECOMENDATION


4th Floor - 102 Nguyen Du - Ben Nghe Ward -

District 1| HCMC | Vietnam T: (84-8) 3939 0779 F: (84-8) 3939 0778

www.kantarmedia.com

Documents

20132901 adt full screen pop up-en