MAM

Promax &BDA study reveals content & emotion keys to grabbing viewers' attention

MUMBAI: PROMAX&BDA has commissioned Frank N. Magid Associates to execute its third annual study, to explore new and traditional methods of promoting television. The key findings, as revealed by the television and new media research and strategy company president and CEO Brent Magid throws light on promotion executives in today’s changing media environment.

The national survey probed several important areas of marketing communications and revealed the following -

DVR (digital video recording) usage

Of those studied, 55 per cent of the DVR users stop on occasions while fast forwarding, to watch an advertisement that catches their attention. Magid concludes that in order to get the viewer to stop fast-forwarding, the spot or commercial must make an emotional connection (with humor, riveting video, etc.) and provide strong and compelling content or products that the viewer is interested in using.

The study also states that spots need to be produced for the eye, with less cuts and stronger visual elements. Producers need to understand how each DVR system differs such as how the fast forward bar intrudes on the TV screen and the impact it has on graphic placement.

Magid surmised: “DVR will not be the death of television advertising -- it just means marketing executives have to be smarter about how they produce their messages.”

Promotion spot length

The study also talks about the effectiveness of local news and the fact that promotional spots has little to do with the length of the spot. What matters most is compelling, relevant content and brand linkage. This proved to be true with snipes as well.

Based on viewers’ responses, Magid reasons that the frequency is crucial in developing message recall and that location bears equal significance. In order for the message to connect with the viewer, there must be a better context between the spot and the programs in which it airs.

“While on-air promotion is still the most valuable tool to compel viewers to watch, today’s rapidly changing media environment makes the marketing executives’ job even tougher and now requires even stronger brand building skills,” points out Magid.

Wireless technology

Magid’s study shows that text messages about severe weather or weather forecasts for the next 36 hours have universal appeal. the study also discovers that 18 to 28-year-olds participating in the survey were more receptive to receiving text messages or short video clips about their favorite upcoming program. This may be an effective way to start communicating with this generation of viewers.

Marketers should avoid randomly feeding news content and promotions to people’s wireless devices. Instead, they must understand that people are using different devices, under different circumstances for different reasons.

Magid said: “We are continuing to research the “Millennials,” those 8 to 28 year old viewers who are more connected to new devices and technology, and suggest that marketers learn everything they can about this group.”

Lower third promotion snipes

Of the 1,000 viewers between the ages of 18 -54, 51 per cent report using the information contained in these elements to make viewing decisions, including what not to watch. Again, viewers reported that compelling content is more influential than technique and that the most valuable snipes are those promoting something coming up soon.

The study also found that viewers do not like it when lower third messaging leapfrogs newscasts; rather, it needs to be as close to the point of entry as possible. Snipes should be used to sell unique values of coverage or content that is tied to the brand.

Magid stated: “We can snipe ourselves out of business because viewers will use these as permission to tune out if the content.

 

 

In delivering the study findings to participants at the 50th annual PROMAX&BDA conference here in New York City, Jim Chabin, President and CEO of PROMAX&BDA, adds: “Magid’s findings are influential in reaching today’s audience. We have now confirmed that the quality of promotion has to be held to the same standards as programming. The bar has definitely been raised and our members have to be able to convey value to viewers in their messaging if they want them to stick around and watch the programming. ”

Founded in 1957, Frank N. Magid Associates has provided strategic insight and direction for clients in 37 countries around the world including Fortune 500 companies.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/jd.jpg?itok=iCvwDes0
Google invests $550 million in Chinese e-commerce company

MUMBAI: American multinational technology company, Google, is all set to invest $550 million in China’s second largest e-commerce company JD.com. The move comes as part of the technology giant’s effort to expand its presence in fast growing Asian market. Under the agreement, Google will receive 27...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/miis.jpg?itok=hKkHO3lk
UC Browser’s Miss Cricket Campaign Makes Debut on billboard at New York Times Square

After almost 2 months of fierce competition, UC Miss Cricket Contest, an exciting campaign from UC Browser, has come to an end, with the winner Nishi Singh featuring on a billboard at New York Times Square. The 21-year old new rising star has also received cash prize of Rs 10 lakh, while the first...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/rupert.jpg?itok=pl4_Dlp9
Audi CEO Rupert Stadler arrested

German automobile company Audi’s CEO Rupert Stadler has been arrested on suspicion of fraud. The arrest has been made in connection with Audi’s parent company Volkswagen’s role in emissionsgate (dieselgate)

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/unilever.jpg?itok=IL0RxprV
Unilever to cut ties with digital influencers

While brands continue to engage in paid promotions through influencer marketing, consumer goods giant Unilever's had enough. The world's second biggest advertiser has decided to stop this practice to promote its products. Companies tend to rely on influencers to generate a buzz around their...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/anita.jpg?itok=wTNSxd4G
Anita Mookerjee joins Lodestar UM as head for South business

Media and marketing company, Lodestar UM has appointed Anita Devraj Mookerjee as the head for South India business.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/bombay.jpg?itok=q0oYnJqd
Bombay Dyeing eyes 20-30% revenue from e-commerce by 2021

MUMBAI: A customised bed sheet with an image of your favourite travel destination, family or just a picture that you clicked. Sounds fancy? Well, bath and bedding company Bombay Dyeing has launched a new campaign to target the millennial consumer where they can upload an image on the company’s...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/MadeForMumbai.jpg?itok=WqWT-VwA
Brand Factory captures the essence of Mumbai through a musical rap

MUMBAI: Fashion discount chain, Brand Factory has used the magic of music to describe the city and the spirit of ‘Mumbaikars’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/Indigo-Dhoni.jpg?itok=VLft7Xlu
Indigo paints signs MS Dhoni as ambassador

MUMBAI: Decorative paint manufacturers, Indigo Paints, has signed MS Dhoni as brand ambassador.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/Manto.jpg?itok=Vi_oyBEU
Viacom18 hands Digi Osmosis digital mandate for Manto

MUMBAI: Viacom 18 Motion Pictures has partnered with Digi Osmosis for digital marketing of their upcoming movie ‘Manto’ starring Nawazuddin Siddiqui.

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories