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The national survey probed several important areas of marketing
communications and revealed the following -
DVR (digital video recording) usage
Of those studied, 55 per cent of the DVR users stop on occasions
while fast forwarding, to watch an advertisement that catches their
attention. Magid concludes that in order to get the viewer to stop
fast-forwarding, the spot or commercial must make an emotional connection
(with humor, riveting video, etc.) and provide strong and compelling
content or products that the viewer is interested in using.
The study also states that spots need to be produced for the eye,
with less cuts and stronger visual elements. Producers need to understand
how each DVR system differs such as how the fast forward bar intrudes
on the TV screen and the impact it has on graphic placement.
Magid surmised: “DVR will not be the death of television advertising
-- it just means marketing executives have to be smarter about how
they produce their messages.”
Promotion spot length
The study also talks about the effectiveness of local news and
the fact that promotional spots has little to do with the length
of the spot. What matters most is compelling, relevant content and
brand linkage. This proved to be true with snipes as well.
Based on viewers’ responses, Magid reasons that the frequency
is crucial in developing message recall and that location bears
equal significance. In order for the message to connect with the
viewer, there must be a better context between the spot and the
programs in which it airs.
“While on-air promotion is still the most valuable tool to
compel viewers to watch, today’s rapidly changing media environment
makes the marketing executives’ job even tougher and now requires
even stronger brand building skills,” points out Magid.
Wireless technology
Magid’s study shows that text messages about severe weather
or weather forecasts for the next 36 hours have universal appeal.
the study also discovers that 18 to 28-year-olds participating in
the survey were more receptive to receiving text messages or short
video clips about their favorite upcoming program. This may be an
effective way to start communicating with this generation of viewers.
Marketers should avoid randomly feeding news content and promotions
to people’s wireless devices. Instead, they must understand
that people are using different devices, under different circumstances
for different reasons.
Magid said: “We are continuing to research the “Millennials,”
those 8 to 28 year old viewers who are more connected to new devices
and technology, and suggest that marketers learn everything they
can about this group.”
Lower third promotion snipes
Of the 1,000 viewers between the ages of 18 -54, 51 per cent report
using the information contained in these elements to make viewing
decisions, including what not to watch. Again, viewers reported
that compelling content is more influential than technique and that
the most valuable snipes are those promoting something coming up
soon.
The study also found that viewers do not like it when lower third
messaging leapfrogs newscasts; rather, it needs to be as close to
the point of entry as possible. Snipes should be used to sell unique
values of coverage or content that is tied to the brand.
Magid stated: “We can snipe ourselves out of business because
viewers will use these as permission to tune out if the content.
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