I still spend a lot of time watching TV, but more often with a smartphone or tablet in hand. But the internet is changing both the same television and television advertising.
At least three hours a day spent watching television more than half the population of Central and Eastern Europe, Middle East and Africa. Every sixth person in the region is staring at the screen more than five hours – according to the report “The future of television advertising” prepared by Discovery Networks and the Future Foundation.
– Despite the growth of internet TV is doing very well. Spend with her at least two times more than with any other screen. Because television is a medium that provides us relaxation – said Dorothy Żurkowska-Bytner, Vice-President of Ad Sales Development Discovery Networks CEEMEA, during the debate on the future of television advertising organized by “Newsweek Poland” and Discovery.
With less optimistic about the results of the report approached Professor Wieslaw Godzic, media expert from the Warsaw School of Social Psychology: – We do not know how the age distribution in this study, and this could disrupt the optimistic interpretations – he noted. – Because young people do not watch television rather linear; they watch content on a variety of mostly mobile devices.
– Television is doing well here and now – but Jakub Jasinski assured, the media manager of T-Mobile Poland. – Of course, the TV in the house is no longer a traditional home “altar”, if only because it is thin and hard to put something on it. For the generation of “connected” TV becomes another screen connected to the network.
The debate participants agreed that the conversation about the state of television and its future requires a new definition of the medium.
Advertising, or the art of persuasion
Discovery report shows that viewers of the CEEMEA region to accept the presence of advertising on TV . 70 per cent. respondents agree with the statement that if no advertising, the quality of broadcast content would deteriorate.
– Television advertising works very well, especially in building brand awareness – said Anna Lubowska. – Do not change this even fragmentation of television. So it was, when we had two channels, two hundred seven or today.
– From the Discovery of the report shows that some people would like longer blocks of advertising. It’s not out of love for advertising, just to have more time to make tea – countered Professor Wieslaw Godzic.
He admitted, however, that the other side Advertising is also considered as a work of art, poetry today. Due to the lack of contact with the poetry of real people wonder about the meaning of many phenomena, drawing knowledge from advertising. – More than half of the respondents said that at the time the ad is looking for information about the product – wypunktowała Dorothy Żurkowska-Bytner.
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Media społecznościowe- friend or foe?
Even in the published report in 2012. Discovery (“The Birth of the TV audience Every-where”), one third of respondents admitted that while watching TV using social media. Do they provide competition for classic television and television commercials?
– Facebook takes us every fourth or fifth minute we spend with smartphone – Robert Bednarski recalled from the board Onet. pl.
– Social media are not competing with television, but rather a mechanism connecting the audience to the advertising message – is considered in turn Żurkowska-Bytner.
Anna Lubowska confirms: – A well-used social media support the TV program.
Professor Godzic stated that surprises him is the lack of fear of social media. – This is the element of young people. And that is why linear TV will flew head over heels – argued. – We stop to watch it, because you grow old, our children will see it in a negligible extent, and probably our grandchildren at all.
However, there are serious arguments for opposing views. – Traditional TV wins, he can accumulate the mass audience that will sit down and consume the specified content – Jakub Jasinski noted. – Youtubowca not afford to implement the transmission of mass events. If I had to choose one medium to conduct the campaign, I’m sure it would be a TV.
– For first people need to know that it exists, and the most effective way to build such awareness is TV – wypunktowała Anna Lubowska. – The best solution for the advertising industry is a clever combination of the two media.
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Advertising is a very personal
– noise around us powerful advertising gives an amazing field to innovate, to seek such models that will fit your audience, not necessarily by name, but a precise target groups – said Robert Bednarski from Onet. Discovery The report shows that up to 80 percent. respondents are interested in the possibility of bypassing them suflowanych ads and find those that suit them. On the internet such precision lapping of advertising to the recipient of your daily routine. – It brings better results to customers, builds bigger commitment. And so much more cost – Robert Bednarski said.
– When it comes to personalization, media and marketers should move cautiously so as not to exceed the limit, when the viewer feels under surveillance – Dorothy pointed Żurkowska-Bytner. – Advertising personalized will rather relate to our personal screens such as tablet or smartphone.
– The idea is to develop the best moments in which a man is ready to accept the information and persuasion advertising – Jakub Jasinski said.
– The old anecdote says that television is all about selling advertising, and television productions have only attract people to these Ads Viewed – concluded Professor Godzic.
The industry should consider how have a look in the future television genres in mobile TV. How, for example, to create a model of the series with 4-5-min segments, because so many people will have time to watch them on your smartphone, for example, while waiting for the bus.
The debate was moderated by Dariusz Ćwiklak, head Business Unit “Newsweek Poland”
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