Category Opinions

The Changing Role of TV and its Effects on Purchasing Power


Dual Screening: Smart Shopping

See it on your TV? Buy it Straight Away? Oh Go on Then!

So, you’re watching your favourite celeb on TV and they appear on your screen wearing this season’s biggest trend setting outfit – what do you do?

a)    Totally ignore it

b)   Take note that it’s a really great outfit and do nothing more

c)    Turn on your iPad, search for it and buy it

Answer – c

In the industry, we call it dual screening – a marriage made in heaven for TV and mobile interaction.  Whether its products made popular through the latest episode of TOWIE or featured in Avichi’s new music video, trends are being made instantly accessible by tablets and smartphones.

Dual Screen; The Movement

Embracing Dual Screening Developments

Head of brand marketing at John Lewis, Rachel Swift comments: “With the booming tablet sales we’ve seen over the past few years, we think this will continue to be a key trend. We’re continuing to innovate in the social space to ensure we’re interacting with customers in the way they’re asking us to.”

A step ahead of dual screening is Internet enabled TV, which offers consumers a whole array of ways in which to engage with their favourite brands. For example, I’m sat at home watching The Great British Bake Off, I start to fancy myself as a budding new baking talent, I click on silver-fox Paul Hollywood and before I know it I’m directed to Waterstones to purchase his latest baking book.  Clever stuff!

Shopping via the TV, whether that is something seen on a programme or ad could be the next new phenomenon according to a joint study by eBay and retail analyst Conlumino. They strongly advise that an interactive TV (iTV) as an important new channel and forecasts suggest by the end of 2014, one quarter of the UK’s consumers will be regularly using this as a shopping medium! So, if you’re a retailer you’ll be getting pretty excited about product placement right now!

Neil Saunders, Managing Director of Conlumino says: “iTV will allow consumers to find products or similar products to the ones they see on films or programmes in a seamless way which quickly and easily links through to purchasing. In short, it makes the TV a permanent showcase for a product.”

Whether iTV will prove to set the retail world on fire is unknown. However, what we do know is that traditional TV advertising is still so integral to reaching out to the wider audience.  Go on, admit it, you get excited when John Lewis’s new Christmas ad is about to premiere (well, I do!). Their last Christmas ad, the snowman trying to find his snow lady the perfect present (#cute!) racked up 3.3 million YouTube views and generated 15% rise in sales. Swift says: “TV remains one of the most effective ways to reach large audiences and drive talkability, we’re fortunate that our customers have responded in such an incredible way to our TV ads and we’re glad they’ve made the emotional connection we were aiming for when we made them.”

Product placement, dual screening, what next?

Is TV Moving Out of the Home?

TV remains the star of the show with the greatest impact on consumers in 2012, 57% rated TV as a medium more effective than any other channel including radio, online and press. 1 in 5 of us will buy a product as a result of seeing it on TV reports Deloitte. Does this surprise me? Not really. We know TV is hugely impactful in terms of driving sales and traffic, but the pressure to grab viewers attention is undeniably greater than ever.  This places enormous pressure on us mortal agencies as we have to develop conceptual ads capable of overriding the temptation to fast forward!

TV is no longer limited to just our homes, walk down the high street and you’ll see a whole array of retailers embracing in-store screens as a way of promoting service levels, products and general ambience. B&Q, for instance, has TV screens and iPads in all their cafes showcasing footage of their DIY workshops and content from its online TV channel. It isn’t necessarily used to sell product and promotions; it is being used to deliver a brand personality and added value to a captive audience whilst they sip their tea, deliberating on which shade of magnolia to buy!

Burberry proves to be purveyors of in-store technology. Visit their Regent Street store and you’ll see over 100 TV screens, showcasing product specific content and runway shows. Using RFID Technology creates an interactive experience – as soon as shoppers pass the screen holding a product it will automatically trigger catwalk footage of that product!

TV advertising has changed dramatically since it first appeared on our screen on 21st September 1955, advertising Gibbs SR toothpaste!  But I think it’s fair to say there’s still a long way for it to go yet – how exciting!

Lisa Prescott – Account Director