17.9.07

RQ1: What distinguishes heavy and light interactors with iTV ads?

RQ1: What distinguishes heavy and light interactors with iTV ads?

BARGIEL, BOUTELLE, Burks

Answer via comment with citations.


5 Comments:

At 17 September, 2007 10:47, Blogger Megan said...

http://dm.lcc.gatech.edu/ms_projects/eerdogan/enginerdogan_masters_designdoc.pdf

Advertisers also approach interactive television as an opportunity to build potential target
audiences, and collect information. Unilever’s Skip campaign offered the first 5000
respondents the opportunity to receive a free sample pack or price reductions providing
they answered qualifying questions - the data then being captured by TPS on behalf of
Unilever. Upon pressing the OK button during Skip commercial, the viewers are taken to
a questionnaire, where they are rewarded by a free sample after answering questions
including sex, age, detergent currently used, how many washing done weekly, and how
many people there are in the household. This type of target audience information is used
for building customer database and prospective direct marketing activities.

-risk free survey, way to generate audience information in 2004

 
At 17 September, 2007 10:52, Anonymous Anonymous said...

The distinguishing factor of whether an ad will be heavy or light depends on the demographics and the viewers willingness to watch these ads. Since most set top boxes, such as Tivo, provide an option of skipping ads, viewers are more likely to fast forward through previously recorded shows. This link listed below is a website that gives tivo clients the top 5 Tivo hacks. These possiblities are a selling feature for Tivo but a negative for the advertisers. Thus, this cators to defense strategies characteristic of those with a low perpensity to act, aka "low interacters".

http://www.zatznotfunny.com/2007-05/top-5-tivo-hacks-for-non-hackers/

Until these features are disabled from access or diverted to another ad device, advertisers will be forced to market their products through different methods.

 
At 17 September, 2007 10:52, Anonymous Jennifer Boutelle said...

The distinguishing factor of whether an ad will be heavy or light depends on the demographics and the viewers willingness to watch these ads. Since most set top boxes, such as Tivo, provide an option of skipping ads, viewers are more likely to fast forward through previously recorded shows. This link listed below is a website that gives tivo clients the top 5 Tivo hacks. These possiblities are a selling feature for Tivo but a negative for the advertisers. Thus, this cators to defense strategies characteristic of those with a low perpensity to act, aka "low interacters".

http://www.zatznotfunny.com/2007-05/top-5-tivo-hacks-for-non-hackers/

Until these features are disabled from access or diverted to another ad device, advertisers will be forced to market their products through different methods.

 
At 17 September, 2007 11:04, Blogger Megan said...

http://dm.lcc.gatech.edu/ms_projects/eerdogan/enginerdogan_masters_designdoc.pdf

Interactive television users are television viewers first and interactive users second.
Interactivity can potentially increase their engagement, however, it can not be the end
goal. According to Netpoll’s Hands On Television interactive television consumer report,
there are several phases through which the life cycle of new technology goes:
• Early Adopters
• Early Majority
• Late Majority
• Mass Market
This categorization helps us understand not only the user demographics, but possible
responses to new products and services. For this project, the first two groups are taken
into consideration, since interactive television is still in its early adoption stage.
3.1. Early Adopters
Early Adopters consist of three subgroups:
• Socially active teenagers
• Sports fans
• Gadget guys.
Socially active teenagers are driven by what is ‘cool’. They are technically confident and
tend to benefit from all the available communication platforms. They know what to watch
and when, and their behaviors are likely to influence others. Applications such as SMS
voting in the television show American Idol are good examples for demonstrating their
participation potential.
Sports fans are usually male, and passionate about their favorite sports. Their decisions
on new technologies are highly influenced by what the offerings add to their experience.
Having different camera angles for a football game or watching NASCAR from their
favorite driver’s point of view could motivate them to get more interested in interactive
television.
Gadget guys are the consumers who are particularly interested in exploring new
technology. Owning and being able to use the most recent devices is an important part of
their lives, and they are driven by their curiosity towards gadgets.
3.2. Early Majority
Netpoll’s Hands On Television interactive television consumer report divides Early
Majority group into the following distinct subgroups:
• Early Clickers – young children with pester power.
• Daytime Dabblers – usually female, at home during the day.
• i-Potato – recumbent channel-hopper.
• Silver Sofas – 50+ with time on their hands.
Early Clickers are children whose age range from three to ten. They are familiar with
interactivity through either school or a computer, and their parents tend to be tech-savvy.
Games are usually the route to interactive access for this user group.
Daytime Dabblers are pre-dominantly female, and generally use interactive services
because there is an existing subscription in the house. Often the spouse of a Gadget Guy
or a Sports Fan, they might seem like a secondary audience. However, Daytime Dabblers
tend to improve their own pattern of use and they are one of the major target audiences
for interactive television services.
The i-Potato is characterized as male, who can not only spend an entire day channel
surfing, but also can order pizza using the television set. Television is an important part
of i-Potato’s life, and there is always something to watch. Yet, interactivity represents
more choice and greater convenience.
Silver Sofas are usually above 50 years of age, and have a lot of spare time primarily due
to retirement or being alone at home. They tend to have some gained experience from
work in terms of using technology and they usually can use the internet. Silver Sofas are
intrigued by exploring appealing functions of television.
Early Adopters and Early Majority groups is the key to early adoption for the proposed
model because of their two important characteristics. The first one is the curiosity and
being comfortable with new technology since interactive television could be considered
as a new concept for most people. For example, socially active teenagers in the Early
Adopters are also the primary adopters of rising trends associated with brand names. If
information to cool products could be reached through technology, they probably will use
that technology. The second characteristic is the time that the audience spends on
exploring and getting used to new technology. The common aspect of different user
groups under Early Majority is that they have relatively more time to spare on exploring
new things. For example, Daytime Dabblers, primarily consisting of housewives, watch
television more than most audiences throughout the day. Therefore, they are more likely to dedicate time for discovering new ways of entertainment with television.

-defines viewers and why they are interested

 
At 22 September, 2007 11:13, Blogger Dr. K said...

Megan, that's quite a good source you found. I hope you didn't just cut and paste. I want you guys to be critical thinkers. No one knows where iTV will be in 1-2 years, so you are about as wise as anyone else in speculating about the future of iTV.

"Anonymous," very interesting web site citation, thank you. Oh, it's you, Jennifer. Nicely done.

Also nice:

Majority group into the following distinct subgroups:
• Early Clickers – young children with pester power.
• Daytime Dabblers – usually female, at home during the day.
• i-Potato – recumbent channel-hopper.
• Silver Sofas – 50+ with time on their hands.

If this becomes a seminal work in iTV research, other researchers will verify these Early Majority subgroups.

 

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