Understanding how consumers are changing viewing habits allows Direct Response Marketers to consider both context and conduit. The influx of second screens, mobile and tablets, represents additional, more direct routes for product engagement but the context of when consumers are single – or multi-viewing, provides a deeper understanding of when they are most receptive to ads.
A September 2012 report on American consumers cites that nearly two-thirds of tablet owners watch TV while they use their tablet. Nearly 30 percent of these “two screen” viewers look up additional information about products advertised during shows they are watching (Response Magazine). For the DR industry, this change in viewer habits presents an opportunity to drive product sales further by enhancing drive-to-web strategies.
The proliferation of multi-screen viewing is not without its pros and cons for marketers. Multi-device viewing has led to a distribution of viewers’ attention in an already crowded arena, but the resulting addition of options has diffused the advertising overload that was once limited to television. A recent ad effectiveness study (Response Magazine) measuring emotional response, attention and unaided recall reinforced that ad clutter continues to undermine the effectiveness of traditional TV amongst all screen types (29%). Inversely, web-connected TV’s (39%) and PC’s (40%) had the highest percentage of unaided recall for ads, but contained significantly less advertisements than traditional TV.
Viewer attentiveness was highest in subdued environments, particularly the bedroom. For DR marketers, this affirms the focus on viewers themselves and less on shifting platforms. DR marketers will have to consider time of day in addition to viewership, and take into account when audiences are “second screening,” as well as when they are partaking in traditional, single screen viewing. DRTV Media Buyers will need to take a deeper look at context beyond demographics, considering attentiveness as its own objective factor.
It may be a question of DR marketers rolling out campaigns onto mediums with a relatively “low” density of ad clutter, but the study reinforces the role ad creativity played in effectiveness and unaided recall. For marketers, this is a fresh reminder of an old DR principle – producing a high quality and creatively compelling spot will grab attention regardless of advertising platform.