last Friday saw tv marketing body thinkbox present findings from it’s Engagement Study, a project to understand how different audiences interact with TV and as a result how advertisers can best use TV to reach those audiences.
interestingly the first question they needed to address is what is engagement? thinkbox turned to a definition coined by their equivelant body in the States… that "engagement is turning on a prospect to a brand idea enhanced by the surrounding context", which despite being very TV advertising focusses, seems as good a definition as any.
learnings were then presented from the project, including a TV audience segmentation the study has identified, as well as some extreme types of behaviours demonstrated across the segments. I’ve outlined the findings of the research in a seperate post here.
a brilliant presentation by Dr Ali Good from duckfoot research then discussed explicit vs implicit memory, and how media and advertising research is great at measuring the former but not so good at the latter… so he took the audience thru a technique for exploring implicit memory, via a great case study for Virgin Trains’ Return of the Train ad.
the last aspect of the morning was a discussion led by Sue Unerman of Mediacom on what all this research means for advertising and specifically media planning. ten questions ranged from "is it better to be noticed or ignored?" to "are we fiddling while Rome burns?", taking in everything from bemoaning the disapearance of jingles to the role of media vs creative planning strategies on the way.