New research from interactive specialists, Zip TV, claims that 30% of potential advertising interactors, dubbed ‘Unimpressed Pragmatists,’ are not pressing the red button because there are too few incentives.
According to the study, a further 22%, referred to as ‘Apprehensive Stargazers’, are too daunted by the prospect to interact with an ad.
The findings, ZipTV claim, highlight an opportunity for broadcasters to entice potential users of interactive content to use their red buttons and increase interactive TV’s return on investment (ROI).
The Zip TV study is the first of three stages of extensive research into interactive advertising (IA), involving the BBC, advertisers and fieldwork by Continental Research.
According to Continental Research there is a audience of around 12.7 million Sky digital subscribers who have bypassed interactive advertising in the last 12 months. The new research shows that non interactors are not only ignoring the red button in advertising, but within other interactive services as well.
Explaining the study, Emma Seymour, research director at Zip TV said: “We divided viewers into five sub groups to identify their demographics, attitudes and preferred programme genres. There was a broad spectrum of interactor types, ranging from out-and-out rejectors (‘Bitter Ad Haters’), through ‘Unengaged Passives’, to strong interactor acceptors (‘Dedicated Interactors’). But it was ‘Unimpressed Pragmatists’ and ‘Apprehensive Stargazers’ that represented the greatest potential to press red – given the right targeting and messaging.”
The research revealed ‘Unimpressed Pragmatists’ as liking documentaries and sports programmes, preferring to watch Sky Movies, Sky Sports and Paramount. ‘Apprehensive Stargazers’, on the other hand, favoured films and quiz shows, and were more likely to watch Channel 5, UK Gold, and Hallmark.
Emma Somerville, head of interactive programming at the BBC explains that broadcasters must take a lead in educating potential users. She said: “The BBC has a major role to play in educating audiences and the industry as to the benefits of Interactive TV. We know we have managed to reach a huge number of people through our red button services – let’s not forget that the UK leads the world in interactive TV. However, we are also aware that there are still audiences who are not willing to interact”
Earlier this year, the BBC’s director general, Mark Thompson, pledged to drive the Corporation forward with the adoption of the very latest broadcasting technologies, not just in digital television, but through radio, new media and on-demand services. Interactive TV was amongst those at the top of his development list, with the medium set for much more investment over the coming months.
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