The opinion that technology has a negative impact on family life has been turned on its head in a new collaborative research report from OMD UK and Time Inc. UK.
The ‘future of families’ report finds 78% of families believe technology has brought them closer together, rather than cause disruption.
The Goggle Box Effect
TV apps with the ability for on-demand / catch-up streaming and remote recording, not only allow families to better plan specific times together, but also fuel conversations around a range of TV programming.
Mobile devices means family members no longer need to retreat to separate rooms to use technology.
Apps for TV make families more opinionated – such as the X-Factor app allows the sofa to become the judging panel, enabling families to cast their votes and opinions and discuss them.
Catherine Westwood, Goodtoknow.co.uk said in the report:
“Tech is here to stay and will impinge on family conversation, but will inspire in equal measure.”
By this Catherine means there is an increase in opportunities for advertisers to divert attention in, but this is not necessarily a bad thing, in fact it’s a good thing. This means audiences are empowered to act on advertisements, and are informed about products, services and entertainment that interests them.
Two screens are better than one
Lastly, for TV advertisers this is good news all round. New ad platforms such as ITV’s Ad Sync, enables broadcast advertisers to take over The X-Factor programme app at the same time their spot appears on TV, creating mass awareness. Whether it’s advertising Cheryl Cole’s latest new single, which clicks through to iTunes or Domino’s pizza that let’s you order a takeaway online.
Therefore, brands next year should think more about the ‘living room plan’ and utilise the option of the second screen experience, getting their messages across multi-platforms to start discussions in the home and making their messages more memorable.
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