STUDY THE AGE OF TELEVISION: THE NEEDS THAT DRIVE US

21. 11. 2018 | 18 min read Video is firmly entrenched in our lives. Whether we’re snuggling on the sofa for an evening of telly or killing time on our mobiles before the bus arrives, the opportunities to watch have never been greater. Back in 2013, we investigated what viewer motivations underpinned the TV we chose to watch. What drove someone to watch live TV over VOD or vice versa? What needs did these video formats satisfy? That study discovered there were six TV ‘need states’. Since then, the video landscape has changed considerably. We wanted to revisit these need states and broaden the lens to encompass all video formats, including online. Partnering with MTM, we detangled the role that video plays in our lives to determine how the different video formats coexist and why viewers choose to invest their time in a range of video platforms. Key Findings

WHAT IS HBBTV AND HOW TO TUNE IN: ALL ABOUT HYBRID BROADCASTING

17. 7. 2018 | 7 min read You've probably already encountered the so-called Red Button, which sometimes appears on the TV screen and disappears again. But what is it and how does it work? HbbTV stands for hybrid broadcasting and has been a standard of the European Telecommunications Standards Institute since 2010. It adds an interactive superstructure to traditional TV broadcasting.

ONLINE BUSINESSES BOOMING ON TV; GLOBAL FIGURES REVEAL THE IMPORTANCE OF TV ADVERTISING TO ONLINE BUSINESSES

14. 6. 2018 | 8 min read Figures from around the world show the extent to which online businesses are now investing in TV advertising, in some countries becoming the biggest investors in TV.

CREATIVITY IN ADVERTISING: WHEN IT WORKS AND WHEN IT DOESN’T

9. 3. 2018 | 14 min read Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there’s little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that measures perceived creativity along five dimensions—originality, flexibility, elaboration, synthesis, and artistic value—and applied the approach in a study of 437 TV ad campaigns for 90 fast-moving consumer goods brands in Germany. The study then linked the assessments to sales figures for the products.