Media and the role of screens #ESOMAR #MRX 


Live blogged from Esomar in Dublin. Any errors or bad jokes are my own.

Watching the devices by Rob Ellis and Lucy Antoniou

  • half of adults own a tablet, two thirds own a smartphone, people can watching anything they want anywhere they want
  • how do people watch video on demand?
  • Combining SCR and eye tracking, n=36 
  • advertising on video on demand broadcast gets 3.5 times more attention that advertising on youtube
  • [interesting how we’re surprised by what we see from eye tracking results. we really are NOT capable of introspection]
  • small screens may allow even more content as people are paying very much attention to the screen
  • brain processing differs by platform, brain works harder for youtube content, more engaged – but this isn’t good. you need a relaxed fluid state to absorb the information.
  • viewers feel differently about ads on VoD, more accepting of them as part of experience
  • not all VoD is the same, you want to be on broadcaster VoD
  • In VoD we trust🙂

TV Redefined by Ian Wright and Christian Kurz

  • works for viacom, eg spongebob, south park
  • most important innovation is content itself, what used to be for cinema only is now on TV
  • how do viewers discover new shows? how are they watching tv? how do their tv habits evolve?
  • viewers have redeinfed what tv means to them
  • Television has never been this good
  • TV has overtaken other media, it is the conversation topic
  • stop having a different word for every type of television, viewers just see it as telelvion so just callit that
  • 6 devices on average to watch tv, 5 sources to access tv
  • linear tv still doinates – it satisfies need for passive viewing, and an in the moment live viewing for music and sports events and the new awesome tv show
  • linear tv doesn’t do everything – DVR is for catching up, marathoning is subscription TV,  worth a look is a free video site where i find out if i like soemthing, accasional treat is direct to own in case you decide you might want something, last resort viewing is torrent or illegal activity [please respect the hard work of other professionals, don’t steal music, movies, or research]
  • tv used to be one device, one source
  • there is so much tv it’s difficult to keep up with it all [no it’s not. turn it off. there is an amazing world out there]
  • tablets are good for kids – you can control what your kids can watch and when
  • when is most important by far

Coming of age on screens by Andrew Crysell and Jo Tenzer

  • 70% can’t leave home without their phone, 80% mostly use a mobile device while watching tv, 60% feel closer to the people they know because of social media
  • there are three stages of growing up – optimists 13-15, explorers 16-19, realists 20-24, many ways to slice it up, they chose this way
  • there is a fear of being offine
  • visual vocabulary
  • optimists say life revolves around friends and family, most obsessed with technology, cna’t afford all the tech and they want the newest stuff, they’ve never known a world without technology
  • explorers want to work hard to achieve their goals, think more outwardly, worried about economy, more passionate about education
  • realists – only half say they are optimistic, real world really hits you
  • absolutely reliance on mobile, grew up with it, less worry not to be on time or change your mind because you can cancel anything anytime
  • they don’t talk much on the fun, they connect and share and text, no phone means a lot of anxiety
  • FOBO is the new FOMO (fear of being offline)
  • visual vocab – Fear of Voice – digital allows a visual image for those with a fear of being in front of people, emojis and icons
  • visual content translates across langauges and countries, pictures paints a thousand words
  • 70% expect brands to create entertaining content, one size doesn’t fit all for these age ranges
  • far greater recall if brands can conntect like this 
  • people don’t even knock on the door anymore, a text does th trick
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