Tag Archives: tv

Multi-platform Moms

Yesterday, we posted information on how reliant moms are on their smart phones. In fact, moms are more than 2.5 times more likely to say that smart phones are their primary device. Well we all know moms are masters of multitasking, new research also show thay are masters of multi-platform.

shutterstock_80658865 copy● 76% of moms are online and watch TV at the same time, 60% do it on a daily basis
● Nearly 30% of moms use their smartphones at the same time they are TV all the time
● 16% of moms are on their iPad all the time while watching TV
● More than a third of moms are on their smart phone and 31% are on their iPad often while watching TV
● 28% are on their smartphones and 29% are on iPads sometimes while viewing
● Overall, 89% of moms who own smartphones use the devices while watching TV, 86% of moms who have iPads use them while watching

What Does This Mean To You?

Moms multitasking activities give you the opportunity to supplement the impact of your TV and online buys. The use of mobile devices allows you to increase engagement and relevance with any target audience. To get the full benefit, you’ll need to monitor social media and respond quickly. You need to be able to react to people posting things about your commercials or tweeting about them. This also means you will have to ensure your SEO programs are up to task. The last thing you want is for a consumer to see your add and to search for more information and not be able to easily find you.
I recently heard a great quote – Where’s the best place to hide a dead body?
On the second page of a google search balance,
For more information on creating lasting connections with potential
customers, please contact:

amfiala@gmail.com

Sources: eMarketer; BabyCenter

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TV Multitasking Activities

How many people do you think just watch television?
Not watch and text, not watch and surf, not watch and shop – just watch TV?
A recently released report chronicles how many people multitask while viewing, what they are doing and how many adults just simply sit down and watch TV.

shutterstock_87446171 copy● Over 80% of consumers are engaged in at least one activity while watching TV. Less than one in five consumers are solely focused on TV
● Over 60% of adults are on the Internet while watching TV (40% via laptop/desk top and 23% via mobile device). There has been a slight decline in online use while watching TV in the past year.
● The percentage of people surfing via laptop or desktop has decreased by more than 10 points year over year (2013: 51% / 2014: 40%). Mobile device use is up 7 points
● 35% of adults are using a social network while watching TV
● Nearly 30% are shopping online and viewing
● More than a third are texting
● 30% of consumers are reading books, magazines or newspapers while watching TV and 7% are reading a book on an ereader

What This Means To You

Consumers’ multitasking while watching gives you the opportunity to expand engagement with viewers. Studies have shown that TV is the media that consumers spend the most time with and is the top advertising medium for driving purchase intent. By incorporating your web address and social information into your commercials, you can extend the reach of TV and create targeted approaches. Not only will it help to create a deeper relationship with viewers, it can help amplify your message through sharing. If you have an offer either on your site or on your social presence, make sure it is share able across all platforms. Give consumers the ability to not just “like” the offer but tweet (or retweet) it, email it and test it. An offer sent from a freed or peer will carry more weight than something you send out yourself. This is an effective way to create awareness about positive reviews and testimonials as well.
For more information on increasing engagement and developing new customers, please contact:

Al Fiala
amfiala@gmail.com

Sources: Center for Media Research; Harris Interactive

Are Consumers Streaming More or Less?

Yesterday’s post looked into how people are watching content. Today, we’ll get deeper into streaming and consumer’s plans for streaming media.

10866● 23% of US adults say they are streaming more now than in the past. When the question was asked 2 years ago, roughly the same amount of people said they were streaming more
● Nearly 40% of people said their streaming activities had not changed
● 10% of people said they are streaming less and 33% said they don’t stream at all
● 18% of streamers said they plan to stream more content in the next year
● 50% think that their streaming activities will not increase or decrease in the future
● Less than 5% said they will probably be streaming less in the next year

What This Means To You

Streaming is probably not just a streaming fad. How content is delivered will probably continue to evolve. While there are not many marketing opportunities associated with most streaming content, talking about it through you social networks can create engagement with followers (just like entertainment information). Something to look out for is how providers leverage content. They have realized that exclusivity is key to keeping streamers using their platforms. This is where they may be some marketing opportunities through promotional activities. For more information on utilizing streaming content, please contact:

Al Fiala
amfiala@gmail.com

Sources: Center for Media Research; Harris Interactive

How are Consumers Watching Video Content?

Believe it or not, there actually was a time when if you wanted to watch a certain show – you actually had to sit in front of your TV and watch it when it was one. If you missed it live you’d have to wait until summer to catch the rerun. While it might have been easier times for us people on people who buy, sell or research media, consumers didn’t know any better – they just watched. They came VCRs, then DVR’s, now it’s VOD and OTT. For those in media business, we’ve got more currencies to think about than ever before. But the one thing that hasn’t changed it’s the consumers. They don’t care, they just watch. They watch where, when and on the platforms that are most convenient to them.

comic_TV.svg.med● Nationally 77% of consumers watch TV in real time on through either cable or satellite (55% cable, 22% satellite)
● On the low end, 62% of Millenials subscribe to either cable or satellite. On the high end, nearly 90% of adults age 65+ watch through cable or satellite
● 43% of consumers have consumed streaming content – these “streamers” are not monolithic in their approach to viewing. They stream across a variety of devices and platforms
● Millenials are the highest category of “streamers”, 67% have watched streamed programming. Just 22% of boomer and less than 10% of seniors have “streamed”
● 33% have streamed on a website and 24% have streamed through an app
● Just under 30% have streamed through a non-network affiliated network or app. The same percentage has used a network affiliated platform
● Nearly 40% have used a DVR to stream and 30% have viewed on-demand content through a cable or satellite provider
●One in five consumers have borrowed, rented or purchased DVDs of episodes or entire seasons
● Roughly 10% have purchased or rented episodes or shows through cable or satellite on-demand services
●14% of adults consume broadcast TV through an antenna

What This Means To You

There are lots of different ways to get your message out in front of potential customers. While large national brands may have the resources to blanket broad spectrum of audiences, even they are becoming more targeted in their approach. You need to deliver your message to you target consumers in the most efficient and effective manner. Don’t just look at the bottom line price, look at the cost per thousand of your target market. Buying a cheaper campaign that doesn’t reach your target is a bad investment. At the end of the day, that’s what marketing is, it’s an investment in creating demand for your product or brand. For more information on how to ensure you are making efficient and effective media choices, please contact:

Al Fiala
amfiala@gmail.com

Sources: Center for Media Research; Harris Interactive

The Rise of Connected TVs

There was a time when online video content was mostly cute pet and baby videos with stop motion lego movies made by the strange kid down the street sprinkled in. Now consumer’s choice of quality content is nearly limitless and TV’s are the place where why watch. This has sparked shoppers into buying Smart TV’s and devices that connect TV’s to online content.

samsung-smart-tv● Currently there are nearly 50 million Smart TV owners in the US and over 113 million people who have Connected TV’s (Television connected to devices such as Apple TV, Roku and Google ChromeCast)
● Roughly half of all consumers and 65% of internet users own either a Smart TV or have own a connected TV
● By 2018, its estimated that 82% of people will have either a connected TV or Smart TV
● That’s a population of over 270 million people – an increase of 66% over today

What This Means To You

There will be more places for your messages to appear. It also means there you will have to be more informed about the types of customers you have and the segments you want to target. With all this content, you will find more niche opportunities. These niche opportunities give you a greater ability to speak directly to the needs of your prospective customers and develop value with them Providing value is a key step in engagement.
What do you know about your customers?
What are you doing now to learn about your customer?
Do you have a CRM tool?
Are you selling them the products they want to buy or just the things you want them to purchase?
The more you know, the better suited you are to be a preferred brand of theirs.
When you are marketing them the products they want, they don’t see it as advertising, it is seen as a valued service. When you are try to sell them things they don’t want to buy, you are not relevant to them.
Gaining more information will help you effectively and efficiently choose the tools you use to market your products and makes it easier to evaluate their delivery. For more information on choosing media effectively please contact:

Al Fiala
amfiala@gmail.com

Sources: eMarketer

Reasons Behind Cord Cutting

There has been a great deal of studies looking into the reasons behind consumers considering cutting the cord with their cable company. Many of these studies have focused on the plethora of content available. A study has come out that shows another aspect, people just don’t like their cable provider.

120207_cordwhere3● 53% of consumers surveyed would quit their cable provider if there was an alternative
● 72% believe that things will get worse as their cable provider gets larger
● Nearly 75% consider their cable company to by predatory, taking advantage of consumers’ lack of choice
● Close to 60% feel they have really no other choice but to grin and bear it

What This Means To You

People don’t like their current cable provider, but also don’t think they have viable alternatives.
Consumers may also have the same feeling about their satellite provider, cable over fiber provider and their power and water companies. The force use utility perception that cable companies are dealing with is probably going to hurt them more than standard utilities. More and more content choices are popping up every day and while the switch can be painful at first, consumer can probably adjust. There are not that many choices when it comes to your power and water. While we crave content, I’m pretty sure we crave air conditioning and showers a good deal more. With the number of OTT options and the quality original content they provide on the rise, we could see more consumers go there for premium content instead of cable. Bottom line is that many people may complain about their cable provider and consider cutting the cord, but it still might be too uncomfortable for most to do. This may have to do with the fact that most cable companies are also the biggest internet provider in the area.
They are also major providers for home phone and cable companies are also getting into the home security, monitoring and alarm business. This could make
getting these other services ala carte more expensive.  For more information on effectively delivering your message and growing your business, please contact:

Al Fiala
amfiala@gmail.com

Sources: MediaPost, cg42

How Much Time Do You Spend Using Devices

Yesterday, we showed information on the number of people watching Prime Time television. Today’s post will look closer at much time consumers spend using devices. Because time is money, knowing where consumers spend their time can help you decide where to spend your marketing dollars.

● Traditional television was the device that had the highest average time spent with it. On average consumer spend over 155 hours each month watching traditional TV
● Using Apps or accessing the Web on a Smart Phone ranked #2 at over 34 hours each month and going online on a desktop, laptop or tablet was third at over 27 hours each month
● Consumers spend an average of more than 14 hours watching time-shifted TV each month and almost 8 hours a month with gaming consoles
● Watching video content over the Internet takes up an average of 7.5 hours monthly and using a DVD or Blue Ray device accounts for over 5 hours monthly
● Consumers spend roughly an hour and 20 minutes each month watching video on a smart phone and just over an hour each month using a multimedia device such as an Apply TV or Roku device

What This Means To You

Technology has made it quicker and easier to access a world of content.  Even though there are many more places to find this content, on thing is obvious – consumers spend a large amount of time watching TV. While smart phones may be a constant companion, they may not be actively using them much of the time. One of the other big takeaways is how much time consumers are with internet based video content vs. DVD/Blue ray content. For more information on how to best leverage the time consumers spend with media, please contact:

Al Fiala
amfiala@gmail.com

Sources: Nielsen