Burning questions and answers at IBC 2013

After five early starts and late nights in Amsterdam ACB headed home with the knowledge that some major interest was sparked at the IBC show of 2013. The crowds were understandably drawn in by the idea of watching football in 8K UHD at the Future Zone, but has the industry considered whether viewers want to sit one metre away from an X Factor hopeful on a 100 inch screen while they are given four resounding noes?
It was evident that it wasn’t just the screen being reinvented this year. Our neighbors at Cisco presented “project Fresco”. A display technology incorporating edgeless ┬áTVs covering multiple walls with an immersive and interactive control suite. If anything could shake up how a viewer watches TV this could. With that in mind how would advertising be affected if there was more than just the TV screen to advertise on in the lounge?

With UHD TV labelled as “the next big thing”, smart phone sales, for the first time ever, over-taking standard mobile phone sales and consumer interaction at an unprecedented level. What was the burning question posed by the majority of professionals interested in ACB? One of the most prominent questions/pleas was “What is driving second screen engagement and complementary use?”. Luckily it was one of the main areas for our previous studies using the Super Bowl and Olympics to act as peaks of view, and with perfect timing Sarah Pearson delivered an insightful perspective into driving viewer engagement. Key insights look at how quickly children adopted new behaviours and multiple screens into their routine, this crucial insight is happening from ages as young as three!

Importantly, ACB’s research demonstrated and revealed the differences between parents of very young children in the US and the UK. In the UK there’s a TV etiquette among parents of young children that only one screen should be viewed at a time. Digesting two forms of content on multiple screens is not encouraged. The main core driver of this viewing is by parents to have some degree of ┬ácontrol with children using the tablet. This differed in the US where there was greater freedom of use by two and four year olds, the tablet devices (designed for children) allowed greater freedom of use and in turn more encouragement was given by the parents to do so.

The presentation on these key insight are now publicly available! For details please contact office@acbuk.net

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