Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. The need for a study of engagement
3. Definiton of engagement
4. The Thinkbox engagement study
5. The main themes of engagement (1)
6. The main themes of engagement (2)
7. TV is central to most people's lives
8. People watch for a variety of reasons
9. The main themes of engagement (3)
10. Engagement can be observed in variety of ways
11. Most engagement is observable
12. The main themes of engagement (4)
13. Attention is not always vital
14. Engagement and concurrent behaviours
15. Some activities enhance attention
16. The main themes of engagement (5)
17. TV and the shared experience
18. Children's referencing and auditory cues
19. Shared viewing and emotional experience
20. Shared viewing is the norm in most households
21. The main themes of engagement (6)
22. The hidden power of emotion in advertising
23. Emotional ads are the most engaging
24. Impact of affective vs. cognitive ads
25. The main themes of engagement (7)
26. Ad avoidance is not as widespread as assumed
27. DTR owners viewed more commercials in real time
28. Even in FF mode, ads cut through
29. The Thinkbox engagement relationship map
30. The challenge and the solution
31. Five distinct viewers segments
32. Twenty ads were tested
33. Emotional ads are also more likely to be liked
34. How important is ad liking?
35. The key links to the main brand KPI's
36. Thank you

Topics Covered

• In-depth ethnographic study analyzing viewer behavior during TV commercial breaks |Understanding the roles of creative content, viewing context and audience attributes on advertising engagement
• Evaluating the main drivers of audience engagement
• Relating engagement to brand KPI's such as recall, awareness and intentions to purchase

Links

Series:

• TV Advertising in the UK

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 28, 2009