New research from Discovery Networks and the Future Foundation has revealed the power and resilience of TV advertising with audiences in Central Eastern Europe, Middle East and Africa (CEEMEA).
Over half of consumers across CEEMEA markets say they watch at least three hours of television daily, and more than 70 per cent agree that TV quality would be compromised without advertising.
The Discovery Networks report, ‘The Future of TV Advertising’, conducted in cooperation with the Future Foundation and Research Now, surveyed 3,000 TV viewers across 10 CEEMEA markets, in a region which covers 26.1 per cent of the world’s viewing audience.
The report found that half of the viewers across CEEMEA (70 per cent in Bulgaria) admitted to looking up products or services online after watching ads on TV. CEEMEA consumers would generally prefer longer, less frequent breaks, although 70 per cent remember five or less advertisements in one day.
Channels drive engagement, claims Discovery Networks, reporting that almost 60 per cent of consumers across the CEEMEA region agreed that the TV channel they watch is a good indicator of the quality of content, and therefore the quality of advertising they will receive.
Viewers surveyed were also asked about multiscreen use, and the report found that TV advertising is more effective when linked to the second screen. Evidence shows that multiscreen lifestyles can actively reinforce rather than dilute TV advertising effectiveness with 50 per cent of viewers having gone online to look up a product or service, having just viewed an advertisement on their television.
Consumers agree advertising across multiple media channels delivers greater impact – with over 70 per cent of consumers in South Africa, Turkey, Romania, UAE and Bulgaria agreeing on the impact of 360 degree campaigns.
‘The future is personalised’, the study claims, reporting that over 50 per cent of consumers across the region are interested in receiving tailored advertising, and over half in Poland, UAE and South Africa find ads which speak to them directly the most memorable. The same amount across the region would like the ability to directly engage with and purchase what they have seen on screen and would be interested in a click-through service to buy products directly.
The majority of consumers in CEEMEA understand the role of sponsorship. Over 70 per cent of viewers in South Africa, Bulgaria and Ukraine say they’re comfortable with sponsored programmes.
Almost a third of CEEMEA viewers say they are more likely to purchase a product if it sponsors a programme.
Product placement is also regarded as positive. One out of three consumers doesn’t find it distracting. Over 50 per cent of viewers in South Africa, the UAE and Bulgaria would allow product placement on TV. Viewers in Turkey, Romania and Poland are also more likely to accept it.
Over 50 per cent of consumers across the region are interested in receiving tailored advertising
Eighty per cent are interested in being able to skip through ads to choose and view the advertising most relevant to them.
Over 50 per cent of consumers in Poland, UAE and South Africa find ads which speak to them directly the most memorable, demonstrating the benefits of tailored content to both viewers and brands alike.
Half of consumers across the region would like the ability to directly engage with and purchase what they have seen on screen with 50 per cent interested in a click-through service to buy products directly.
“Research shows that viewers clearly understand the funding relationship between advertising and content, and are open to new ad formats,” commented Dorota Zurkowska-Bytner (pictured), VP ad sales development, Discovery Networks. “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.”
The full report can be downloaded here.
The main findings are presented in a video:
This story also appears on IBC’s Content Everywhere.