ITV

Tag: GlobalWebIndex

  • Untapped TV audience of 100 mn for international channels

    Untapped TV audience of 100 mn for international channels

    MUMBAI: The International Television Research Group (inTV) and GlobalWebIndex compared internet users aged 16-64 who watch any of the international TV channels such as BBC News, Bloomberg Television, CNBC, CNN, Euronews, Eurosport, France 24, National Geographic Channel, Sky News and TV5Monde channels at least twice a week and made a startling discovery.

    According to the study these international channels which are broadcast beyond national borders, have been long recognised by high-end brands as a powerful way to reach affluent shoppers and business leaders. Yet opposite to received wisdom, the study found that the characteristics and attitudes of frequent viewers of international TV are not dependent on income, according to Rapid TV News.

    In what could be vastly lucrative for the industry, research has identified an untapped, frequent TV audience of 112.5 million consumers viewing international TV channels who fall outside of the top income segment that advertisers usually target through ad campaigns.

    inTV Group chairperson and Euronews head of research Sonia Marguin said, “This research has been eye-opening. While international TV channels will always remain a valuable source of affluent consumers for upscale brands, we can now see that there is also huge potential for other premium brands who are looking for highly active consumers, but who had seen international TV channels as the bastion for top-end luxury brands before.”

    The advertising receptiveness was associated with viewing frequency, rather than consumer affluence was one of the key standouts. Frequent viewers were twice as likely as non-viewers to buy the products they see advertised, irrespective of income.

    All frequent viewers were found to be considerably more likely to value premium brands than non-viewers, with 60 per cent of affluent frequent viewers and 45 per cent of those outside the top income segment tending to buy the premium version of a product, compared with 40 per cent for the wealthiest non-viewers.

    Both the top 10 per cent income group for frequent viewers and those outside the most affluent group are significantly more likely to be brand conscious and are also much more likely to own the latest technology, such as smart TVs and smartwatches.

  • 10 key mobile consumer trends for 2016

    10 key mobile consumer trends for 2016

    MUMBAI: ZenithOptimedia has unveiled 10 trends that show how technology will enable consumers to become increasingly mobile in their behaviour, presenting new engagement opportunities for brands.

    Building on ZenithOptimedia’s recent research report with GlobalWebIndex – The Mobile Imperative – which found that young people around the world will spend more time accessing the internet via mobile than via all devices combined by 2018, the agency’s 2016 Trends reveal some of the ways in which people will shift to a truly mobile lifestyle.

    Entitled ‘Empowering The Mobile Consumer,’ the 10 trends highlight the need for brands to adopt a truly ‘mobile first’ approach to marketing, as mobile moves from becoming just another medium in the mix, to the underlying platform for brand communication.

    Trend 1 – From text to speech: Voice search revolutionises the mobile experience

    Voice search has been available for nearly eight years now, but few consumer regularly use the facility. However, progress with speech recognition technology – making the facility easier and more reliable – and the move from mobile browsers to apps, is set to drive voice search in 2016. Brands will need to reassess their search strategies to take advantage of the different way in which people vocalise their searches.

    Trend 2 – Go native: Custom-fit content for mobile consumers

    With the rise of adblocking and banners becoming increasingly ineffective on mobile, ZenithOptimedia predicts native advertising will become an increasingly important way to engage consumers. Native ads match the form and function of the editorial environment in which they appear and circumvent the increasing adoption of privacy products that strip away banner and pop- up ads. Brands will need to assess the changes they need to make to the creative process in order to make native a key part of their marketing strategy.

    Trend 3 – Emojional Intelligence: Brands speak the new mobile language

    Emoji – digital images or icons that express an idea or emotion – are increasingly becoming part of the language of the mobile consumer. For millennials, emoji represent the language of now and opportunity. While some people are not interpreting the characters correctly, emoji can transcend cultural and language boundaries and present brands with a new and authentic way to engage millennials.

    Trend 4 – The message is the medium: Brands use instant messaging to engage consumers

    As the likes of Facebook and Twitter lose their appeal with millennials and Generation Z, instant messaging apps are set to become the platform of choice as young consumers become more interested in personal relationships with selected groups of friends and family. For brands, instant messaging is about delivering experiences that are more personalised and interactive, and have a higher chance of converting a transaction.

    Trend 5 – Humanising m-commerce: Personal shopping goes mainstream

    While mobile presents a wealth of new digital opportunity, consumers are becoming dissatisfied with automated recommendation services and are seeking personalisation with a human touch. ZenithOptimedia expects concierge-like services to spread beyond fashion and high-end retail to new categories in 2016, democratising the personal shopping experience. Several high-street brands in Europe are introducing personal styling appointments that are free of charge and can be easily booked via the mobile web. The agency expects this combination of mobile and in-store personalisation to grow in 2016.

    Trend 6 – The Mobile Wallet: The rise of a new marketing platform

    The Mobile Wallet – technology enabling consumers to pay in-store for products and services with their mobile phones – will emerge as a new marketing platform in 2016. Over the past year or so a host of ‘mobile wallets’ have launched – such as Apple Pay and Android Pay – and these are set to evolve into an effective marketing platform offering both services and brand content. China is leading the way here with mobile wallets offering services related to payments, such as loyalty programmes, bill sharing and coupons.

    Trend 7 – 3 is a Magic Number: 3D printing goes mainstream

    ZenithOptimedia believes that 3D printing will revolutionise consumer journeys over the next two years by becoming a faster, cost-effective method of providing consumers with new options to customise products based on their own data. As the technology improves and becomes cheaper, the 3D printing market is expected to quadruple by 2020 (source: Forbes), with China leading the consumer market with annual growth of 173 per cent. For brands, the opportunity is to deliver faster and cheaper products and to provide consumers with a truly customisable brand experience.

    Trend 8 – New brand spaces: Retail experiences for the mobile consumer

    More brands are making use of temporary physical spaces where consumers don’t just shop, but have shopping experiences. These spaces will increasingly allow consumers to have physical interactions with brands they have discovered or interacted with via the mobile web. Using mobile, shoppers can now shop seamlessly anytime, anywhere, but this rarely gives them serendipity – pop- up spaces enable brands to provide surprise and meaningful engagement.

    Trend 9 – Servicing the m-shopper: Deliveries go round the clock

    Online shoppers are now demanding faster and more convenient delivery. ZenithOptimedia believes that new technology and the rise of the sharing economy will allow brands to dispatch deliveries swiftly while fitting in with consumers’ busy schedules. For example, Norwegian start-up Nimber matches travellers with parcels through a location based algorithm, and Shutl offers local deliveries within 90 minutes, using an Uber-like approach.

    Trend 10 – Mobile reality: Augmented experiences on the move

    ZenithOptimedia believes virtual and augmented reality will become a mainstream consumer experience thanks to the launch of new cheaper headsets and the rise of mobile virtual reality apps. More smartphones are being designed with virtual reality in mind, and mobile devices will become the main driver of VR experiences. VR is already become an entirely new way for consumers to experience video on their smartphones. ZenithOptimedia ran the very first 360 degree video ad on Facebook in the UK for Nestle.

  • Will Apple’s iOS 9 adblocker kill mobile ads?

    Will Apple’s iOS 9 adblocker kill mobile ads?

    With online privacy becoming a growing global concern, adblocking has risen in popularity among consumers over the past couple of years. To date, adblocking has largely been confined to desktop, but this week it comes to mobile with the release of iOS 9, which will come with integrated options for Content (read ‘advertising’) Blocking built-in.

     

    The issue of online privacy is not just about brands seeing what consumers are up to online; people are also concerned about their family knowing what they are doing online. Predictably, this is largely about pornography. According to Thinkbox research last year in the UK, 16-34s now spend 15 minutes a day watching porn and don’t want to reveal this private browsing behaviour.

     

    But it is the issue of advertising personalisation, targeting and retargeting that concerns our industry, and various desktop tools and systems have emerged to counter these activities. ZenithOptimedia’s recent research with GlobalWebIndex across 34 markets and 200,000 panellists highlights the take-up of privacy products:

     

    1. Almost half the global internet population (46 per cent) has used ‘private browsing’

    2. 40 per cent have deleted cookies so that websites can’t track their behaviour

    3. 27 per cent have used an adblocker so that brands can’t track and serve personalised advertising

    4. 15 per cent have used anti-tracking software that combines all three of the above into one.

     

    So, adblocking is a clear issue for our industry. iOS 9 will enable people to switch on adblocking at the device level. The effect though will be to block ads that appear within the browser. As well as keeping a person’s mobile web activities private, mobile adblocking will have the added twofold benefit of speeding up page-load times (important on mobile) and reducing data charges (even more important).

     

    Understandably there is much consternation among the advertising fraternity, particularly on the publisher side. However the concern is somewhat misplaced, certainly from a marketer’s perspective. The reason for this is that the majority of mobile adblockers will work on mobile browsers but not in-app. And 84 per cent of mobile time spent is in-app (source: Flurry). With that in mind the initial impact of iOS9 will be limited. In the longer term, though, we see the impact of iOS9 Content Blocking being threefold:

     

    1. It will accelerate the demise of the mobile web banner. This no bad thing and it is frankly surprising that the banner (a legacy format of the desktop environment) ever made its way onto mobile devices in the first place.

     

    2. It will accelerate the growth of native in-app mobile advertising (e.g. newsfeed advertising). This advertising is by definition integrated with the user interface and therefore a better experience, generally yielding better results for advertisers too. We have adjusted our spend forecasts based on the Apple announcement: native to represent 25 per cent of display advertising by 2017 globally (source: ZenithOptimedia).

     

    3. As a result of points 1 and 2, the creative/production process will need to adapt to take account of the rise of native formats and the move away from standardised formats.

     

    DISCLAIMER: The author of this article is ZenithOptimedia chief digital officer. The article has been sourced from ZenithOptimedia’s website. The views expressed here are purely personal views of the author and Indiantelevision.com does not necessarily subscribe to them.