CEEMEA TV advertising retains resilience despite multiscreen alternatives
| 12 November 2014
Despite a surge in connected device ownership, a rapid increase in time spent online and a trend towards multiscreen viewing across, research has revealed the power and resilience of television advertising with audiences in Central Eastern Europe, Middle East and Africa (CEEMEA).
discoveryAccording to the pan-regional study undertaken by Discovery Networks and the Future Foundation, CEEMA TV viewers believe that fundamentally the future belongs to quality, personalised and multiscreen advertising that allows for deeper conversations between consumers and brands.
A third of such viewers agree that advertising on trusted channels is more impactful and more than 70% say that TV quality would be compromised without advertising. A further half of consumers across the region would like the ability to directly engage with and purchase products advertised on TV. Overall the majority of the CEEMEA TV audience watches at least three hours of TV on a daily basis, and a sixth watch over five hours per day CEEMEA consumers would generally prefer longer, less frequent breaks and would like TV providers to balance their wishes with what is right for brands, namely not being part of an ad tunnel. This was particularly important given the report showed that 70% of consumers remember five or fewer advertisements in one day.
Viewers also agreed with the proposition that advertising across multiple media channels delivers greater impact – with over 70% of consumers in South Africa, Turkey, Romania, UAE and Bulgaria agreeing on the impact of 360 degree campaigns. Evidence shows that multiscreen lifestyles can actively reinforce rather than dilute TV advertising effectiveness with half of viewers surveyed having gone online to look up a product or service, having just viewed an advertisement on their television, rising to 70% of viewers in Bulgaria.
"In the multiscreen world, TV remains a very dominant part of the media mix. Research shows that viewers clearly understand the funding relationship between advertising and content, and are open to new ad formats," Dorota Zurkowska-Bytner, VP ad sales development, Discovery Networks CEEMEA. "So there are many reasons to be positive about the future of TV advertising, as we see the evolution of a savvy viewing audience who will reward engaging and relevant advertising content, and use the multiple devices at their fingertips to enter even deeper brand conversations."
"A strong channel brand will drive high volumes to the channel and having done so it's creating an affinity with their audience to make them more receptive to the type of advertising... If a channel is good and smart then it helps you set a strong brand and a strong brand delivers relevant, appropriate advertising," added Neil Hardwick, CEO of Russia's Group M