|HOME||MEDIAVILLAGE.com||WOMEN ADVANCING||HOOKED UP||MEMBERSHIP INFO||MEMBER COMPANIES||MEDIA BUSINESS REPORT||ECONOMIC FORECASTS||RESEARCH|
Published: August 19, 2013 at 09:21 PM GMT
Last Updated: August 16, 2013 at 09:21 PM GMT
From time to time, media reports on the latest tectonic shift in digital devices and the associated increase in time we spend online are a prophesy - the death of all TV viewing is imminent. Statements like this one recently, "the steady increase in online traffic is cannibalizing TV viewing and effectiveness," have been uttered by pundits periodically over the past decade or more, driving hysteria throughout the industry with marketers left to wonder if it is truly and finally the end of TV advertising as we know it. Isn't it inevitable?
Turns out the answer is 'yes' and 'no'. TV viewing behavior has been permanently altered, and the change (while glacial vs. 'shock and awe') has been sweeping. That said, the net real effect on TV's pivotal role as THE video medium has been minimal – indeed, online viewing has been growing in tandem with not at the expense of overall TV viewing. BOTH online and TV platforms are witnessing record engagement numbers, with television still very much at the helm. Indeed, traditional, living room, TV consumption has grown year-over-year in the U.S., and continues to dominate as consumers seek out appealing entertainment and information. With growing consumer appetite for content and increasing dexterity with mobile devices, adoption of smartphones and tablets will continue to rise, but ALL indications are that television will remain the glowing centerpiece in the living room for the foreseeable future.
To this point, Nielsen, recently published its Q1 2013 Cross Platform Report with findings that not only support this view, but prove it 10-times over. The report found that even for infrequent TV watchers, total traditional TV viewing was nearly 6x the volume of online video consumed. In other words, conventional TV video viewing dwarfs video watched online.
Most of us don't want to admit it but our tablets get the most use, as a video-companion, when we are in front of the television. Alongside Nielsen's findings, Accenture's Video-Over-Internet Consumer Survey released in April found that regular use of tablets while watching a television set has increased from 11% to 44% year over year. The interesting data point is the fact that tablets are being used at a higher rate for searching broadcast television specific content while watching. Turns out tablets like TV just as much as you do
Industry experts like Jack Myers reported on the Nielsen findings, and are calling attention to the gaining strength of TV vs. newer screens, citing that tablets appear to be cannibalizing desktop viewing! Not television viewing. Another interesting takeaway is DVR usage, which has gained a 79% increase over the last four years, but even DVR usage ads up to only 8% of total time we spend watching television.
The evolution in TV consumption behavior thus seems only to reinforce the screen's pole position in "the race for the living room", indeed, actually lending itself to heightened TV engagement. The expanding impact of connected and Smart TVs allow us to keep what we love about TV –premium quality video content on a big screen – now enhanced by the Internet. Fusing what's best about each, we've been able to create an optimal viewer experience, giving consumers the video they want with the navigational ease of the Internet. The ability for real engagement with your TV looks fated to continue, with penetration of Smart TVs reaching 40.2 million homes by 2016.
Alas, for as far as the eye can see, the first screen is in first place.
 The Cross-Screen Platform Report, Nielsen, June 2013.
 Connected TVs Reach One in Four Homes, eMarketer, January 2013
Jacqueline Corbelli is the co-Founder, Chairman and CEO of BrightLine, an advertising and marketing firm, which creates and implements interactive TV (iTV) advertising strategies that engage target consumers in a two-way dialogue with brands, such as Unilever, GlaxoSmithKline, L'Oreal, American Express and Kellogg's. Accounting for 95 percent of all iTV activity, BrightLine is recognized as the market leader in exploiting the latest digital technologies to create interactive brand experiences for television viewers. Jacquie can be reached at firstname.lastname@example.org
Check us out on Facebook at MediaBizBloggers.com
Follow our Twitter updates @MediaBizBlogger
The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.
From EPGs and Channels to Sites and Browsers to Apps
Media evolves. Print, from paper to digital; radio from on air to on line; out of home from static to dynamic; television from broadcast to addressable. While the importance of linear television and its increasingly addressable nature will remain highly significant for at least five more years and possibly more, the next phase of message distribution represents fundamental change and a significant opportunity, or threat, to all advertisers.
Not Your Father’s Tune-In -- Part 1
Tune-in advertising has been getting smarter. The category, also known as audience promotion, actually works to cause ratings lifts. Now that people are measuring these lifts, the category has evolved into a high level of direct marketing closed-loop thinking.
Video Pick: The End of “Mad Men” (Again)
Ready for some ready-made nostalgia, “Mad Men” fans?
Q&A: IPG SE Asia on Automation, Programmatic and TV
Jay Sears, Senior Vice President Marketplace Development of Rubicon Project discusses “Automation, Programmatic and TV” with Yean Cheong of IPG Mediabrands’ Cadreon in SE Asia. The two executives appeared at Rubicon Project’s 2nd Annual Real Time Trading Update from SE Asia's Buy Side in Bintan, Indonesia in July 2015.
Success on YouTube: These Four Brands are Doing It Right
There’s a huge variety of brands on YouTube and lessons to learn from the ways they tell stories and build communities.
VMA Takeaway: Miley Cyrus is Boring
Miley Cyrus likes to smoke pot and show off her tits. (Her choice of words, not mine.) That was the takeaway from her gig as host of the 32nd annual VMA Awards on MTV Sunday night – and most of her pre-show publicity, as well, which included an appearance on ABC’s “Jimmy Kimmel Live” in which she wore an outfit that covered most of her body except for her breasts. They were bare except for strategically placed pasties.
The Growing eSports Marketplace for Brands
This week on Mindshare’s Culture Vulture Live, Alexis Fragile explores the rise of eSports in North America.
Q&A: Dentsu Aegis SE Asia on Automation, Programmatic and TV
The Summer of Sears continues! Jay Sears, Senior Vice President Marketplace Development of Rubicon Project discusses "Automation, Programmatic and TV" with Anna Chan of Dentsu Aegis' Amnet Asia. The two executives appeared at Rubicon Project's 2nd Annual Real Time Trading Update from SE Asia's Buy Side in Bintan, Indonesia in July 2015.
“AGT” Presents One of the Most Amazing Things You Will Ever See on Any Screen
NBC’s summer hit “America’s Got Talent” has offered up countless impressive acts during its decade-long run … but there was one on the show Tuesday night that in my opinion topped them all. In fact, it was so amazing that it doesn’t seem adequate to qualify it against other “AGT” acts only, so let me say this: It was one of the most incredible things I have ever seen on television – and, in part, on Instagram – period. My neighbors and I were as slack-jawed as judges Howard Stern, Heidi Klum, Mel B and Howie Mandel, and host Nick Cannon, at the end of the segment.
SMI: Vibrant July Gets Ad Spend Market Back on Track
Following a challenging start to the year for most media owners, July delivered the biggest growth numbers of 2015 so far, fueled by digital and a resurgent out-of-home market.
“Fear the Walking Dead,” “I Am Cait,” “Mr. Robot”
Shortly after the publication of my column last Friday, which was filled with hindsight reflections on the recently concluded Summer 2015 Television Critics Association tour, I heard from a former TCA member with an interesting observation of his own.
Will There Be a New Media Distribution Consensus?
It’s been awhile since DISH CEO Charles Ergen began accumulating spectrum to augment his ability to provide robust programming to subscribers via mobile broadband. Last week, I noted that AT&T CEO Randall Stephenson was, more or less kind of, leapfrogging Charlie and putting the strategic idea together by absorbing DirecTV. And, on the cheaper side of the immediate future, major cable MSO/ISPs Comcast, Charter (presumably with the Time Warner Cable and Bright House acquisitions), Cablevision, Cox and others already provide Internet access via Wi-Fi hotspots everywhere (and all together) and are moving to use almost any set-top box (or dongle or device) via the cloud. (Charter’s Thomas Rutledge was a mover behind the remote DVR at Cablevision.) Also at the end of last week, Investor’s Business Daily reported that Oppenheimer analyst Tim Horan was predicting that Verizon, Sprint and T-Mobile would, one way or another, find a way to partner a la AT&T/DirecTV, too.
“TREotM”: The 2nd Decade of the 21st Century
Chapter 12, Part 1
What We Know About Frequency in TV and Digital Advertising: Pt. 2
By Gian Fulgoni, Bill Harvey and Andrew Lipsman
Ashley Madison and the Future of Men
The recent Ashley Madison hack revealed that 86% of the site's users were men, casting men and the online dating culture into the spotlight--and not in a good way.