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...
Research conducted by Future Foundation for FEPE International, has found that consumers rate Television as the most ‘trustworthy’ medium for advertising. Perhaps surprisingly, the research found ‘out of home’ advertising to be the second most trustworthy after television. This research has shown that 28% of consumers felt television to be the most ‘trustworthy’ as well as the most ‘memorable’ form of advertising; 46% of respondents in the research could easily recall ads they had seen through this traditional medium. Interestingly, consumers now also find out of home or outdoor advertising one of the most ‘trustworthy’ forms of promoting brands and products. Similarly, when asked which types of advertising were most memorable to them, 34% of consumers rated out of home advertising as the second form of advertising that stood out to them most. This research proves that despite the recent digital shifts in marketing, more traditional forms of advertising such as television and outdoor are still vital elements of marketing and advertising campaigns. The so-called digital age of today appears to be least trusted by consumers, who felt that online advertising was not only untrustworthy but easily dismissible and forgettable. The reason for such sentiments have yet to be explored, however the hugely expansive nature of online compared to the more exclusive nature of television and outdoor advertising could explain consumers feelings that these mediums are most reliable and trustworthy. Similarly, the intrusive nature of online advertising could prove to be repelling confidence in brands and products; particularly if the brand is less well known. This research reveals important trends and feelings among consumers, reinforcing the notion that reassurance,...
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