i.TV

i.TV

i.A Team

Alan Trejo

Ashley Sumner

Betsy Broadwater

Casmin Giles

Jason Freeman Sam Pugmire

Taylor Allphin

With thanks to Erik Eckern

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i.Agenda

o Objectives - Page 5 o Segmented Target Market - Page 6 o Research Methodologies - Page 10 •InterviewInsights-Page10 •SurveyInsights-Page12 •FocusGroupInsights-Page26 •EthnographyInsights-Page30 •SecondaryResearchInsights-Page33 o CompetitiveFrame-Page46 o BrandModel-Page48 o CreativeBrief-Page49 o KeyConsumerInsights-Page50 o Recommendations - Page 51

i.Objectives

o HowarepeoplewatchingTVnow? o HowwouldpeopleliketowatchTV inthefuture?

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i.Segmented Target Market

oFromoursecondaryresearch: •18-24yearoldsareavidmultitaskers. •SubTargetMarket: •Onlineadultsages25-54are23percentmorelikely thantheaverageU.S.Internetusertofollowabrand viasocialnetworkingand29percentmorelikelyto purchaseaproductonlinethatwasfeaturedonTV. *Source:Mintel

oOurtargetmarketconsistsofcollegestudents.Thisishow theyusetheirtime:

•School,workandonlineactivitiesoccupymostofastudent’stimeduring

weekdays.Giventhatstudentsspendsomuchtimeoncampusandthe

internet,marketersshouldconsideron-campusandonlinepromotionsto

reachstudents.

•Amongemployedstudents,olderstudentstendtospend

morehoursperweekatwork.Thissuggeststhatolderstudentstendtobe

exceptionallybusyandhenceareinneedofservicesandproductsthathelp

themmanagetheirtimeefficiently.

•Nontraditionalstudentsspendmuchlesstimeatschool

thandotheirtraditionalstudentcounterparts.Thisindicatesthatmarketers

shouldrelymoreononline,TVandperhapsprintadvertisingwhentargeting

thissegment,whileon-campuspromotionsseemmoreappropriateforthose

targetingtraditionalstudents.

*Source: Mintel, Marketing to College Students, US,

July 2011, Typical Weekday Activities

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oEarlyAdopterBellCurve:

•Innovators:Bravepeople,pullingthechange.Innovators areveryimportantcommunication. •Early Adopters:Respectablepeople,opinionleaders,try outnewideas,butinacarefulway. •Early Majority: Thoughtfulpeople,carefulbutaccepting changemorequicklythantheaverage. •Late Majority:Skepticpeople,willusenewideasorprod uctsonlywhenthemajorityisusingit. •Laggards: Traditionalpeople,caringforthe“oldways,” arecriticaltowardsnewideasandwillonlyacceptifthe newideahasbecomemainstreamortradition. *Source: Innovation adoption curve of Rodgers

http://www.valuebasedmanagement.net/methods_rogers_innovation_adop

tion_curve.html

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oSegmentation:

•“Gotta-knowlivewatchers” •Thepeoplethatneedtoknowtheoutcomeofthe shownow Examples: Sports, News, Reality TV Contest Shows

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•“Time-Shifters” •Thepeoplethatdonotplantheirdayaroundaspecific TVshow.Theywatchtheirfavoriteshowsattheir ownleisure. Examples: Sitcoms, Dramas, Movies, Talk Shows •“Time-ShifterMultitaskers” •Showsthatyoudon’tneedtoknowtheoutcome ofthatyouaremostlikelywatchingwithfriends. Examplesofshowsbeingwatchedaresitcoms andtalkshows. •“Time-ShifterAttentionGivers” •Theygivetheirfull-undividedattentiontoshows and movies on television. Examplesofshowsbeingwatchedinclude dramas and movies.

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i.Research oMethodologies:

•78Interviews •273Surveys •3FocusGroups(20+participants:males,females,mixed) •4Ethnographies •SecondaryResearch oInterviewInsight:

•“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

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oDeviceRecommendationsfrominterviews:

•BasicRemote

•Externalharddrivetosaveshows

•Abilitytosearchcliporquotequickly

•Accesstowebbrowser

•EasilyinterchangeablebetweenT.V.anddevice

•Tellswhichmusicisplaying

•Offerlistofrelatedshows

•Interactiveads,quicklinktoorderfood

•Mini-gamesforcommercialtime

•Homecontrol

•Givefactsaboutwhat’sbeingwatched

•Pushsportsupdates

•Abilitytopurchasetheseasonbeingwatchingorpastseasons

•InstantsyncingbetweenTV/Phone/Laptop

•InstantsyncingbetweensocialmediabasedonthecontentI’mwatching

•Voicerecognition

•Signinwithdifferentusersusingafingerprint

•Theabilitytoorganizeadslikeapinboard

•VoteonshowslikeAmericanIdol,TheVoice,etc.

•ChoosetooptoutofAds

•ComparePricing

•Watchtwoshowsatonce

•Syncingbetweennetworks,Hulu,Netflix,Broadcast,andchannel’swebsites

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oSurveyInsights:

•Multitasking[Ofthe273individualswesurveyed]: •MalesVs.Females: •Therewereonly9.4%ofmalesthatwereheavy multitaskers,whiletherewere18.2%ofwomen whowereheavymultitaskers.

•Whichsecondarydeviceisused: •46%usealaptopastheirsecondarydevice •49%useasmartphoneastheirsecondary device •11%useatabletastheirsecondarydevice •11%useaTVastheirsecondarydevice •9%useahomecomputerastheirsecondary device

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•Whatwasthesecondscreenbeingusedfor?: •66%searchedsocialmediawebsitesontheir secondarydevice •62.2%checkedemailontheirsecondarydevice •52%searchedunrelatedinformationontheInternet towhattheywerewatchingontheirsecondary device

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•InteractiveTV

•InteractiveAds •Ourparticipantsoverwhelminglyfavoredhumorous commercialsaswellascommercialsrelatedtotheir interests.

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•TheDevice

•TVWatchingBehaviors •Moviesandcomedysitcomswerethemost popularlyviewedgenreontelevision. •65%watchedcomedysitcoms •59%watchedmoviesontelevision •43.4%watchedrealitytelevision •42.4%watchedsports •27%watchedthenews •12%watchedtalkshows

•Menvs.Women: •30.2%ofthewomensurveyedwatchedreality television,whileonly13.2%percentofmenwatched realitytelevision. •25.9%ofthemensurveyedwatchsports,whileonly 16.5%ofwomenwatchsports. •Mostpeoplethatwatchnewsandtalkshowswatch them alone.

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•Genres and watching patterns:

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•ThequaltricssurveywasdistributedthroughFacebookand had273participants

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oKeytofocusgroupsinsights(seedisk):

•Multitasking •Asattentionneededforshowsdecreases,multi-taskingincreases

•SharingClips&Commercials-“AtleasttwotimesadayIsend

clipstoco-workers…”

•Searchingrelatedcontent-“WhenIwatch

FamilyGuytheymakealotofreferencesand

jokesthatIdon’tknowsoIGoogleit…”

•ESPECIALLYduringcommercials-“Whenmy

showsareontheHulucommercials,I’lldo

Pinterestforaminuteuntilmyshowcomesbackon…”

•Searchingrelatedcontent-“Sometimesifthere’sajokeI’llsearch…”

•Verylittlemulti-taskingduringmovies-“IfI’mwatchingamovie

Iprobablywon’tbedoinganything,I’mprettyintomymovies…”

•Asattentionneededforshowsdecreases,multi-tasking

increases-“Iagreewithhim,ifyou’regoingtositdowntowatch

amovieyou’renotgoingtobedoinganythingelse,butifitsjust

aT.V.showyoucanbetexting,havinganotherconversation,

it’snotsomethingthatyouneedtogetthewholestoryline.”

•Examplesofshowspeoplearemorelikelytomulti-task

during-“TheOffice,becauseyoudon’thavetopayattentionto

thestoryline…”

•Searchingrelatedcontent-Q:“Haveyousearchedmusic?”

A:Allhandsraised

•SearchingrelatedcontentQ:“Haveyoueversearched

products?”A:I’vesearchedpeople’sstyles.”

•Levelofmulti-taskingdependsonthegenrebeingwatched

“Itdependsontheshow,therearesomeshowswhereIcan’t

bedoinganythingelse,likeRevenge…”

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•Advertising •ProductPlacement-“Productplacement,I’masuckerforthat.”

•Createsawarenessfortheconsumer-“IfIsawacommercial

ImaynotjumpoutofmyseattogetitbutifI’matthestoreI

mightgetit…”

•TailoredadsareofValue-“I’dbewillingtoletthemknowmy

ageandsexifitmeantthattheadsweretailoredtomeforless

commercials…”

•Hewouldskipthemwiththeoption-“IfIhadtheoptionIwould

alwaysskipthem…”

•Somuchinformationthatitbecomesunimportant-“…we’re

tryingtodeterminewhat’simportantandwhat’snotandatthe

endofthedaycommercialsaren’tsoimportant.”

•Tailoredadsawaketheconsumer-“IfIDVRashow…andthe

firstcommercialreallyisinteresting,I’llforgetthatIcanfastfor

wardit,orI’llchoosenottoforaslongasitsinteresting…”“…if

thecommercialisinitiallytailoredtomethanI’mlesslikelytofast

forwardit.”

•Tailoredads-“Ithinkitwouldbecooltolookupfactsaboutthe

showbutduringthecommercialIwouldn’tcare…unlessitwas

tailoredtome…”

•Tailoredads-“…iftheadwererelevanttomeIwouldbemore

inclinedtowatchthem…”

•Commercialsvs.nocommercials-“Iwouldchooseno

commercials…”Anothersaid,“Ithinkthatcommercialsare

funny…”

•Lifewithoutcommercials-“Iwouldsaykeepcommercials;as

theconsumerwehavetheoptiontolistenornotlisten…could

youimaginetheSuperBowlwithoutcommercials?”

•Tailoredads-Q:Tailoredcommercials?A:Everyonenods

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•Advertising •Don’ttellmewhatisorisn’trelevanttome,letmetellyou-

“Iwouldwanttochoosebecausemaybethere’ssomethingout

therethatIwouldwanttosee…

•RedPillvs.GreenPill-“Iwouldtaketheredpillbecause

commercialsareboring…”“Iwouldtakethegreenpillbecause

commercialsarefunny…”

•Tailoredcommercials-“Sure…I’dtakebothpills.”

•Device •Interactivevs.Interactiveadsvs.Interactivetailoredads

•Wouldyoupayforamoreinteractivecommercialsexperience?-

“Notadirectpaymentbutifitwasanaddedperk…”

•ProductPlacement?“Taponthedevicetosearchwhereits

beingfilmed…”

•Quicksearch

•Productnotification-“IfIhadsomethingthattoldmeabout

whatsomeonewaswearingI’dbeinterested…”

•Productandmusicsearch-“SometimesI’vesearchedclothes…

sometimesI’veShazammedmusic…”

•ProsandConsofdevice-“Addinganothercomponentto

watchT.V.IthinkIwouldsayI’mdonewiththisbutifyouhada

biggroupitmightbefun…”

•Relatedshowsearch-“I’llfindsomethingIlikeonNetflixand

they’llgivemealistofshowsImightlike…”

•Musicsearch-“Idoalotoflookingupthesoundtrack…”

•Wouldyoudownload?“Yes.”Wouldyoupay?“No.”

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•TVWatchingBehavior •“IwatchT.V.tobeentertained”

•TimeShifter-“IwatchmyshowswheneverIwant.”

•”Gottaknow”livewatcher-“Tomethegamemattersnow…”

•Howtoavoidcommercialswithoutspoilingtheoutcomeofthe

game-“Startthegame40minutesafterithasalreadystartedso

youdon’thavecommercials…”

•Watchesthenewsandsportslive-“TheonlythingsIwatchlive

areCNN,News,andSports.”

•Watchessitcomsbyappointment-“ModernFamily,House,and

Lost…Ineverknewwhattimetheywereonandit’snotlikeI

wouldplanmywholedayaroundit,sothoseshowsIonlywatch

online.”

•Someshowsyoucanwatchbyyourselfbutmostpeoplelike

havingcompany-“IneverwatchT.V.alone,Ifeeltoomuchlike

aloserdoingthat…”

•Agirllikesthe“physical”companyofapersonregardlessif

she’sconnectedwithsocialmedia-“Ialwayswatchwithsome

oneorelseit’snotasfun…”

•Timeshifter-Q:WhydoyouwatchT.V.onalaptop?A:“Be

causeIcanwatchitonmyowntime.”

•ThepurposeofT.V.istobeentertained.“Ithinkthepurposeof

T.V.isthatrequiresnothingofyou…”

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i.Ethnographies EthnographyResearch1:

Name:Rebecca

Sex:Female

Age:21

Student:BYUGraduateStudies

RelationshipStatus:Single

Work:Part-time

Watching:Friends,re-run

Outlet:TV

Time:60minutes

Date:TuesdayMay29,4-5p.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.”

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EthnographyResearch2:

Names:Mike,Roman,andKyle

Sex:Males

Age:22,22,23

Student:No,Yes–full-time,Yes–full-time


Work:Yes–full-time,No,Yes–part-time

Watching:ESPN–Basketballgame,CelticsV.Heat

AirTime:Live

PrimaryOutlet:TV

Date:Friday,June1

•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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EthnographyResearch2:

Names:JamieBates,BenArd,SteveHenderson,DavidWillis

Sex:Male

Age:25,25,24,25

Student:Allrecentlygraduated


Work:FullTime

Watching:RaisingHope,WhiteCollar

AirTime:Timeshifted

PrimaryDevice:TVfromHuluPluswithanHDMIcable

Date:Thursday,May28,2012

•TheseboysloveTV.Theyarealwaysgettingintonewprogramsand

watchingtime-shiftedseasons,threeatatimeonline.Everyoneofthemhas

aniPad.Sometimesthey’resportingtheiriPad,iPhone,andlaptopallat

once.TimeshiftedTVistheirstaple.FromalaptopwithanHDMIcableora

gameconsole,theseboyshavenoproblemgettinganyTVtheyever

wanted.Ben’satexter.Jamie’sshoppingforanewmotorcycle.Steveis

backandforthbetweenRedditandIMDB.Hewantstoknoweverything

abouteveryactoronscreen.Conversationislimitedtodiscussingthe

programthey’rewatching.Theylaugh,askaboutwhichyearthatcaris,

orwhenthatnewmoviecomesout.David’sshapinguphisskillsonFruitNinja

inbetweenwatchingYouTubevideosofwhichtheshowremindshim.

•They’veseentheseadsahundredtimes.Anynewadsthatcomeup,are

givensomeattention,buttheyeachundergostrictscrutiny.Commercial

timeisatimeforsometalking,butthereisn’tmuchchangeinchatterfrom

whentheprogramison.

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i.Secondary Research *Importantitemsarehighlightedinred.

•ResearchQuestions:

•Whatsecondscreenactivitiesistheconsumer

engagingin?

•WhatgeneralchangesinTV-viewingbehaviorare

happeningwiththerisingpopularityofinternet-capable

secondscreens?

Multitasking:

•WhenwatchingTVorDVDs,multitaskingisrampant.Morethanhalf

surftheInternet,one-thirdtalkonthephone,andaboutaquartertext/

IM/networkorreadwhilewatchingTVorDVDs.Women,younger

respondents(uptoage44),andthoseinlargerhouseholdsareeven

morelikelytodoso.

•Themostpopularmultitaskingactivitiesaretext/IM/networking(42%),

watchingTVorDVDs(28%),orsurfingtheInternet(19%).

•AbouthalfofInternetsurfersmultitask.TVandphoneusewere

rankedasthetoptwomultitaskingactivities.FortypercentwatchTVor

DVDs,twentypercenttalkonthephone.

•Text/IM/networkingisapopularsecondaryactivityundertakenby

37%ofthoseaged18-24,whereasonly15%wasrecordedbythoseof

all ages.

•ThemajoritymultitaskwhilewatchingTVorDVDs,withmorethanhalf

surfingtheinternet,whichisthemostpopularformofmultitasking.A

thirdtalkonthephoneandaboutaquartertext/IM/networkorread

printedmaterial.Womenaresignificantlymorelikelytoreportmore

differenttypesofmultitasking,withgamingasthesoleexception.

Increasedmultitaskingamongwomenislikelyrelatedtomore

extensivehomedutiesthanthosetypicallyallocatedtomen.

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•Youngerconsumersasavidmultitaskers

•Thetendencytomultitaskdecreaseswiththeincreaseofage.Ithas

beenshownthat18-24yearoldsareavidmultitaskers.Theirmost

popularsecondarytaskisbyfarsurfingtheinternet(69%),followedby

texting(55%vs.25%forthesurveypopulationasawhole).

•Indeed,thishasclearlybecomeanentrenchedhabitamong

deviceusersandshouldbetakenintoaccountbythose

designingproducts.Quality,easy-to-useearphonesorcomputerswith

easynavigationamongmultiplewindowsareamongtheproducts

thatmayappealtoyoungmultitaskers.

•Oldergenerations,aged55+whomultitaskarelesslikelytobe

usingadigitalplatformtodosoandmorelikelytolimitmultitaskingto

talkingonthephoneorreading.

*Source: Mintel, Media Usage and Online Behavior, US , October 2011

•Themostfrequentmultitaskingactivityacrossallcountrieswhilewatching

TVwascheckinge-mail—eitherduringacommercialbreakorduringthe

show.Yetdeviceownersalsoseemtoengagewithcontentrelatedtothe

TVaswell,eitherbylookingupinformationrelatedtotheshoworlookingfor

dealsandgeneralinformationrelatedtotheproductsseenontheTV.

*Source: http://blog.nielsen.com/nielsenwire/online_mobile/double-

vision-global-trends-in-tablet-and-smartphone-use-while-watching-tv/

•WhilesurfingtheInternet,abouthalfmultitask.WatchingTVorDVDs(40%)

andtalkingonthephone(20%)arethetoptwoactivities,widely

undertakenbyrespondentsacrossagebrackets.However,forthoseaged

18-24,text/IM/networkingisapopularsecondaryactivityundertakenby37%

(vs.15%forall).

*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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•Whenplayingvideogames,multitaskingisalsowidespread.Themost

popularmultitaskingactivitiesaretext/IM/networking(42%),watchingTVor

DVDs(28%),orsurfingtheInternet(19%).




•WhenwatchingTVorDVDs,multitaskingisrampant.Morethanhalfsurf

theInternet,athirdtalkonthephone,andaboutaquartertext/IM/network

orreadatthesametimeastheywatchTVorDVDs.Women,younger

respondents(uptoage44),andthoseinlargerhouseholdsareevenmore

likelytodoso.




•Asmanyas80%ofpeoplemultitaskonamobiledevicewhilewatchingTV.

*Source: http://razorfishoutlook.razorfish.com/articles/forgetmobile.

aspx#01

•Ninety-fourpercentofreportedmultitaskersengageinsomeformof

mobilecommunicationwhilewatchingTV,suchasexchangingemail,

sendingIMs,texting,talkingorsocialnetworking.


aspx#01

•Seventypercentofrespondentsmultitaskatleastonceaweek;49%do

sodaily.


aspx#01

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InteractiveTV:

•Thirty-eightpercentofrespondentssaybrowsingthewebenhances

theirTVviewingexperience,whileanother38%sayitmakesthem

more distracted.

*Source: http://razorfishoutlook.razorfish.com/articles/forgetmo

bile.aspx#01

•Thetopfiveprogramminggenresthatattractmultitaskersarereality,

news,comedy,sportsandfood.

*Source: http://razorfishoutlook.razorfish.com/articles/forgetmo

bile.aspx#01

•Mobiletrafficspikesduringhalftimeshowsofsportingevents;Yahoo

Sportssawa305%increaseduringthelastSuperBowlhalftimeshow.

* Source: http://razorfishoutlook.razorfish.com/articles/forgetmo

bile.aspx#01

•Sixtypercentbrowsethemobileweb,ofthewhich44%searchfor

unrelatedcontentand38%searchforrelatedcontent.

* Source: http://razorfishoutlook.razorfish.com/articles/forgetmo

bile.aspx#01

InteractiveAds:

•Viewersaregenerallyirritatedbyadsandaimtoavoidthem.

Marketers face the challenge of creating entertaining ads that are

notperceivedasrepetitiveorannoying.

*Source: Mintel

•Womenarelikelymoredifficulttoengageincommercialsthanmen.

Theyaremorelikelythanmentofindcommercialsannoying.Mintel’s

advertisingandmediareportsconsistentlyfindthatmenaremore

opentoandengagedwithadvertisements.

*Source: Mintel

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•Shiftinconsumerattitudestowardtraditionaladvertising:

•Therehasbeenaseismicshiftinconsumerattitudestoward

traditionaladvertisingandthewaythatmarketersspendmoneyon

traditionalads.ThegrowthoftheInternetasasubstitute/supplement

toTVandwidespreadDVRusehasresultedinaviewerthatisoften

distractedandabletoskipcommercialsentirely.

*Source: Mintel

•Trend:MakeitMine

•MakeitMineisaconsumertrendabouthowpersonalizationisaright,

notaprivilege.Theabilityforconsumerstohavesomesortofinputinto

whattheybuyhascrossedalmosteveryindustryinnearlyeverypart

oftheworld.Moreover,consumershavecometosee“haveitmy

way”asmorethanjustafun,frivolouswaytoexpresstheirpersonality

(orasjustafastfoodchainslogan),butasarecognitionthatnotwo

people,andnotwopeople’sneeds,arethesame.

i •Here’showMakeitMinecanbeutilizedwhendiscussingtraditional

advertising:

•Televisionadvertisingislaggardincustomization—thesameadsare

typicallybroadcasttoeveryhome,atleastwithinthelocalnetwork

area,ifnotnationally.Thisstandseventhoughoneinfourtelevision

advertisementviewerssurveyedforthisreportstatethattheyalmost

neverseeadsrelevanttothem.Evenwhenmarketersenvisionaworld

inwhichadsareservedseparatelytodifferenthouseholds,theidea

tendstorevolvearounddemographics(e.g.,servingdifferentadsto

differenthomesbasedonhouseholdincome),ratherthanconsumer

choice.Instead,viewersshouldbeabletospecifywhattypesof

productstheyareinterestedinseeingadsfor,andonlyreceiveads

related to their interests.

•Bypartneringwithpaytelevisionadvertisersthatoffertwo-way

communication(digitalcable)platforms,orviainternet-connected

televisions,orviaonlinemediabeingusedsimultaneouslytowatching

television,consumerscanbeallowedtocustomizetheir

commercial-viewingexperience.Methodsthatcanbeusedcould37

rangefromathumbsuporthumbdown,similartoPandora’scustomized

radioapproach,orbemoreexplicit,allowingconsumerstospecifya

categoryofproducts,orevenspecificbrands.

*Source: Mintel

•ImpactofNewTechnologyonTraditionalAdvertising

•Consumershavemorefreedomthaneverbeforeinthewaythey

viewcontent,asaresultoftheirowningnewtechnology.Traditional

advertiserswillincreasinglyneedtousecreativemethodstoreach

consumerssuchasintegratingadswithprogrammingcontentand

involvingtheonlinemediathatconsumersusesimultaneouslywith

televisionprogramming.

•Youngconsumersaremostlikelytoowninternet-connectedTVs,

whicharenowownedbynearlyonethirdofrespondentsaged18-34.

TVsthatconnectwiththeInternetcanoffermarketersinnovativeways

toconnectwithviewers,suchastheabilitytopurchaseproducts

directlyandimmediatelyfromanadvertisement.

•MoreaffluentconsumersaremorelikelytoownDVRs,tablets,and

internet-connectedTVs.Marketersofluxurygoodsandotherproducts

aimedatanaffluentaudienceneedtopayspecialattentiontothe

changinglandscapeofTVviewingandhowtoadjusttheirstrategies.

•Newviewingmodelscreateaneedfortie-insandintegrated

campaigns.

•Manyformsofhardwarethatwereuncommonor

nonexistentfiveyearsagoarenowownedbynear-majorityof

consumers.Productsthatchangethewayconsumersencounter

traditionaladvertisingincludeDVRs(48%penetrationinMintel’s

Internetsample),smartphones(37%penetration),andstreaming

videosubscriptionssuchasNetflix(32%penetration).

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•Traditionaladvertiserscompeteforattentionbecauseconsumersare

watchingtelevisioncontentontheirowntimeandvaryingdevices.

Aimingtosaturateanaudiencethatisskippingadsorwatchingonline

viaPC,tablet,ormobileisunlikelytobeeffective.Instead,traditional

marketersneedtoconnectwithviewersbyusingcreativemethods

suchasproducttie-insandcampaignsintegratedwithtextmessaging

oronlineplatforms.TheCWnetworkinnovated“contentwraps,”which

areshortcommercialsthatresembleashow’slookorfeatureits

characters.Relatedcontentwrapsareshownduringeachcommercial

breakandtheyhaveastoryoftheirown.Theaimistohooktheviewer

ontheads’ownstoryline.

•Onlineadultsaged25-54are23%morelikelythantheaverageU.S.

Internetusertofollowabrandviasocialnetworkingand29%morelikelyto

purchaseaproductonlinethatwasfeaturedonTV.

*Source: http://blog.nielsen.com/nielsenwire/online_mobile/report-u-s-

media-trends-by-demographic/

•WhenwatchingTVandusingtheirtabletsimultaneously,maletabletusers

weremorelikelytolookupinformationrelatedtoaTVprogramwhile

femalesweremorelikelytouplookinforelatedtoaTVad.

*Source: http://blog.nielsen.com/nielsenwire/online_mobile/report-u-s-


TVWatchingBehavior:

•LivingroomTVisstillthemostpopularwaytowatchTVprograms

despitethegrowthofsitessuchasYouTubeandHulu.However,the

popularityofTVasthefirstscreenisloweramongyoungerconsumers;

marketersseekingtoreach18-24yearoldswillneedtocontinueto

expandmarketingspendonnewmedia.

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•OneinsixMintelrespondentsnowownatablet,andownershipis

expectedtobecomemorewidespread.Tabletsmakeonlinevideoviewing

moreaccessiblethanadesktopcomputer,potentiallytakingawayfrom

traditionalTVviewingtime.

•CompetitiveContext

•Internet-deliveredcontentdrawsviewersawayfromTV

•Thestrongestcompetitiontotraditionaltelevisionviewing

comesfromtheeasyavailabilityofhigh-qualityInternetvideo

content.Consumersarespendinglesstimeinfrontofthe

televisioninfavoroffreecontentonsiteslikeYouTubeandHulu,

whichcanbeviewedondesktopandlaptopcomputers,aswell

astabletdevicesandmobilephones(insomecases).

•ThepercentageofExperianSimmonsrespondentswhosay

theyarewatchinglessTVbecauseoftheInternetincreasedfrom

17%in2005to23%in2009(discussedinMintel’sAttitudesToward

TraditionalMediaAdvertisingandPromotion—U.S.,September

2010).Thisattitudeismorelikelytobeexpressedamong

under-45s.

•SlingboxofferstheabilitytostreamTVcontenttoanycomputeror

mobiledeviceovertheInternet.Suchtechnologyhasbeenavailable

formanyyearsbuthasyettoachievemainstreamadoption.However,

thishasthepotentialtochangeassmartphoneandtablet

penetrationincreases.InNovember2010,thecompanyannounceda

newapplicationforstreamingTVtotheiPad,pricedat$29.99.

•Contentviewingonthecomputerismostlikelytobeathreatamong

younger(student-aged)consumerswhooftenwatchmoviesorTV

showsalone.Thealternativeislessattractivetoconsumerswhoenjoy

watchingonalargerscreenwithfriendsorfamily,underliningthe

importanceofthefamilydemographictothehigh-endTVmarket.

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•InternetontheTV

•ThebreadthofInternetcontentavailablehasdrivenTV

manufacturerstoenhancehigh-endmodelswithbuilt-inInternet

connectivity,souserscanviewInternetcontentonthebigscreen.

However,thisconvergencebetweenInternetandTVisstillinveryearly

stagesofadoption.Significantdevelopmentsseenoverthelasttwo

yearsinclude:

•InternetTVservices—Anumberofpaidservicesthatoffer

internetdeliveryofTVshowandmoviecontenthaveemerged

overthelasttwoyears,includingNetflix,AmazonOnDemand,

Vudu,AppleTV,andHuluPlus.Theseservicesareincreasingly

availablethroughinterfacesbuiltintointernet-enabledTVsand

arealsoaccessiblethroughdigitalmediaadaptersandcertain

Blu-rayplayers.

•PCtoTVstreaming—TheabilitytostreamAVcontentfromthe

PCforplaybackontheTVexiststhroughpopulargaming

consoles(e.g.SonyPlayStation3,MicrosoftXbox)andset-top

boxes(e.g.AppleTV’sAirPlay).Thoughcertainfree-content

sourceslikeHuluareblockedthroughthistechnologytoprevent

unintendedcross-platformviewing,theserestrictionsmaybe

liftedinthenearfuture.

•GoogleTV—LaunchedinOctober2010,GoogleTVoffersa

search-based interface that looks for the search term across all

TVchannelsandthewebsimultaneously.Aquickresearchfora

TVshowtitleresultsinupcomingshowtimes,detailedcast

informationfromIMDB,andwherethecontentcanbeviewed

ontheweb(ifavailable).Atpresent,theserviceisonlyavailable

asabuilt-infeatureonselectSonyTVmodels,aswellasthrough

aspecificSonyBlu-rayplayerandadedicatedset-topboxfrom

Logitech

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•Approximately44%ofallonlinevideowatchingisbeingviewedinthe

workplace.

*Source:http://blog.nielsen.com/nielsenwire/online_mobile/three-

screen-report-q409/

•Eighty-eightpercentoftabletownersand86%ofsmartphoneownerssaid

theyusedtheirdevicewhilewatchingTVatleastonceduringa30-day

period.For45%oftablet-tappingAmericans,usingtheirdevicewhile

watchingTVwasadailyevent,with26%ofthoserecordingsimultaneousTV

andtabletuseseveraltimesaday.U.S.smartphoneownersshowedsimilar

dualusageofTVwiththeirphones,with41%sayingtheyusetheirphoneat

leastonceadaywhiletunedin.

*Source:http://blog.nielsen.com/nielsenwire/online_mobile/double-

vision-global-trends-in-tablet-and-smartphone-use-while-watching-tv/

•Femalesspend61.2%oftheirtime-shiftedviewingduringprimetime

watchingdramas.

*Source:http://blog.nielsen.com/nielsenwire/online_mobile/report-u-s-


•Fifteenpercentofparticipantsareontheirphonesfortheentireprogram

duration.

*Source:http://razorfishoutlook.razorfish.com/articles/forgetmobile.

aspx#01

Other:

•Tabletsofferanew,fast-growingportabledevice

•Tabletshaveemergedasarelativelynew(butincreasinglypopular)

device,atthecrossroadsofsmartphoneandpersonalcomputer.

Havinglargerscreensthanphones,theyareidealforInternetbrowsing,

gaming,watchingvideocontent,andlisteningtomusicorreading

eBookswhileonthego.SinceApplereleasedthefunandeasy-to-use

iPad2inApril2010,theownershipoftabletshasgrownexponentially.

BythetimeofthereleaseofiPad2inMarch2011,Applehadsold

morethan15millionunits.Applewasexpectedtosellupwardof20

milliontabletsbytheendof2011,commandingmorethan80%of

theglobalmarket,perForresterResearch.

*Source:Mintel,MediaUsageandOnlineBehavior,201142

•Whenthey’rewatchingTV,second-screenusersarestayingconnected

throughemailandsocialnetworks.Withtheexceptionsofcheckingsports

scoresandlookingupproductinformation,womenaremoreactively

engagedonlinethanmen.29%ofsmartphoneandtabletownersarelooking

upinformationrelatedtotheprogramthey’rewatching.19%arelookingup

informationaboutanadvertisement.Thisisnotanageforpassiveviewing.

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•There’snoquestion.TVisnolongerapassive-viewingactivity.People

won’tsettleforusingjustonescreen.IftheirTVison,soistheirtablet,

smartphone,andmaybee-reader.

•Menandwomenlikedifferentgenresofprogramming.Surprise!But

basedonthosepreferencesingenre,theirviewinghabitsdifferalso.You’re

unlikelytocatchawomanwatchingatimeshiftedsportsevent.Theseare

thesmartestwaystoeffectivelyreachyourtargetaudiences.

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•Womenandmenaren’tsodifferentwhenitcomestousingtheirsecond

screens.However,womenout-socializemenwhilewatchingTV,whilemen

aremorepronetofocusonwhat’sbeforethem—duringanadvertisement

ortheirscheduledprogramming.

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i.Competitive Frame o i.TV •TouchScreen •UniversalRemote •Cross-connectivitywithmostothertechnology •PartneredwithTiVo,NetFlix,Hulu,Comcast,andweb streaming •VoiceRecognition–presentsrelatedinfototheshow you’rewatching •SocialMediaviewer •Built-InApps •Built-InCameras

o SonyTabletS •TouchScreen •UniversalRemote–non-Sonybrandstoo •Cross-connectivitywithTVandPC •MusicandVideoUnlimited •SocialMedia“FeedReader” •Built-InApps •Built-InCameras

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o WiiUNintablet •TouchScreen •Claimedcross-connectivitywithTV •ClaimedtointegratewithNetFlix,HuluPlus,andYouTube •GamingTechnologywithWii o XboxSmartGlass •TouchScreen •Built-InAppsthatplayvideoandothercontent •WebStreamingwithrelatedcontenttoshowsbeing watched •GamingtechnologywithXbox

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i.Brand Model

o Current Brand Position •Basedonwhatweknow,i.TVisatabletthatwillfirst reachearlyadapters.

o Desired Response •Thattheconsumerseesaneedforitandisactually willingtobuytheproduct.

o Conceptual Target •Ages18-24;forthisgroup,multitaskingissecondnature.

o Core Desire •Tostayconnected.

o Role of the Brand •ProvidestotalconnectednesswhilewatchingTV.

o Compelling Truth •Peoplealreadymultitask.i.TVwillembracethe “condition”thateveryonehas.

o Selling Idea •Improvetheamountandspeedofinformationthe consumerviewsbutdoesn’thavethetimetosearch outfor.

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i.Creative Brief

o Target •18-24yearold,information-seekingindividuals.

o Insight •Theconsumerisonlyasengagedasthemediacontent allows.Today’sviewerhasbeentrainedintheartof “ADD.”Thenervousenergycomesform“whatamI missing?”withwhomamInotstayingconnected? NED–NervousEnergyDisorder.Aconditionneedsan antidote.

o Promise •i.TVistheantidote,“ThePrescriptionDrug.”

o Support •Whenpeoplesitdown,theycan’tsitstill.Forthis generation,multi-taskingisawayoflife.Consumers constantlyneed“updating.”

o Creative Assignment •ToshowhowadvertisingandTVcanmoreefficiently andeffectivelyengagetheviewer.

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i.Key Consumer Insights oOurtargetmarkethasaconditionwetermas“N.E.D.” (NervousEnergyDisorder).Theycan’tsitstillwithouttheir mindwanderingtotheirvariousformsofsocial communication.Theyhaveaconstantneedtobe “connected”viae-mail,textmessaging,socialmedia,etc. (i.TValreadyknowsthis) oTVviewerscanbecategorizedintotwodifferenttypes: “Gotta-Know”livewatchersandmultitaskingand attention-giving“Time-Shifters.”Certaingenres(sportsand news)aregenerallywatchedlive,whereasothergenres(talk showsandsitcoms)arerecordedordownloadedand watchedatdifferenttimes. oMultitasking-while-watching-TVhabitsaredirectly connectedtothegenreoftelevisionthatanindividualis watching.

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i.Recommendations

oEmbraceconsumermultitaskingbyintroducingadevice thatgeneratesadvertisementsaccordingtohowdifferent consumerswatchspecificgenresindifferentways. oUtilizethecommercialbreaktoreachthe‘’GottaKnow” watchers’multitaskingpeakandimplementproduct placementduringshowstoreachthemultitaskingand attention-giving“Time-Shifters.” oMarkettoadvertiserstheprofitabilityofproductplacement duringsitcoms.Recognizethemultitaskinghabitsofviewers asaneasywaytoimmediatelyconnectviewerstotheir advertisements via their tablets.

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i.TV