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Printable Handouts
Navigable Slide Index
- Introduction
- The need for a study of engagement
- Definiton of engagement
- The Thinkbox engagement study
- The main themes of engagement (1)
- The main themes of engagement (2)
- TV is central to most people's lives
- People watch for a variety of reasons
- The main themes of engagement (3)
- Engagement can be observed in variety of ways
- Most engagement is observable
- The main themes of engagement (4)
- Attention is not always vital
- Engagement and concurrent behaviours
- Some activities enhance attention
- The main themes of engagement (5)
- TV and the shared experience
- Children's referencing and auditory cues
- Shared viewing and emotional experience
- Shared viewing is the norm in most households
- The main themes of engagement (6)
- The hidden power of emotion in advertising
- Emotional ads are the most engaging
- Impact of affective vs. cognitive ads
- The main themes of engagement (7)
- Ad avoidance is not as widespread as assumed
- DTR owners viewed more commercials in real time
- Even in FF mode, ads cut through
- The Thinkbox engagement relationship map
- The challenge and the solution
- Five distinct viewers segments
- Twenty ads were tested
- Emotional ads are also more likely to be liked
- How important is ad liking?
- The key links to the main brand KPI's
- 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
Talk Citation
Brennan, D. (2009, January 28). The Thinkbox engagement study [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/IGXD9387.Export Citation (RIS)