The above seems like a useful piece of information if you’re an advertiser.
What it says is that while your commercial is running, the viewer is doing something else. It’s difficult to persuade them why your product is so wonderful when they’re not watching or listening to what you are saying.
What that something else is, at least according to a study by NPD Group, is learning more about the program they were watching, including learning about actors who appear in a show or movie.
According to Russ Crupnick, senior vice president of industry analysis at NPD, “This situation creates a potential diversion from advertising.”
The good news is that the study found that people also shop for products seen in TV commercials on their second screen. In fact, shopping for products seen on TV commercials is the third-most-popular second-screen activity.
Which opens up a huge opportunity for advertisers.
Instead of creating TV advertising to drive people into stores, the purpose of TV advertising is evolving to that of driving people online. Once at the brand’s website or Facebook page, the consumer can decide if they want to continue down the pathway to purchase.
This second-screen evolution/adoption changes the way TV commercials should be created. Instead of having to do everything in thirty seconds to drive sales, the job of a TV commercial is now to drive traffic to the website.
That’s why, in previous posts, we have said that the TV commercial will become more like a movie trailer —creating enough interest to drive people into the Brand Theater (website)—where they can spend more time.
Smart brands will have longer “features” that viewers can watch when they come to the website. These "features" could be branded content. Or, product videos.
About 57% of consumers said that product videos make them more confident about a purchase. According to Invodo, an e-commerce services company, 1 out of 3 consumers watch video on a product page all or most of the time they encounter it.
As well, 41% of consumers are more likely to share product videos than other product content.
TV is not going away. The number of hours that the general public watches TV is going up, not down.
That said, the role of the TV commercial is changing.
Instead of trying to sell, a commercial's role is now to get a brand/product into a viewer’s consideration set so that they can explore more on their own online.
Consumers are way ahead of advertisers on this one.
It’s time for advertisers to take notice.