What most of us think of as "television" has now expanded dramatically, becoming a much broader definition of video viewed on mainstream familiar screens with a high degree of audience engagement. In turn, the audience increasingly seeks out and chooses premium content with high production quality and emotional connectivity to the characters and their experiences.
More people will watch more video content, in more places, and for more hours each day. The opportunities to allocate these audiences to specific advertisers will also increase, and the measurability of these campaigns will be increasingly precise thanks to the (r)evolution in the metrics used in the industry. One of these is her majesty, attention.
Psychology provides different interpretations of the phenomenon of "human attention". One of the more classical definitions, according to Britannica, is the concentration of the mind on a phenomenon to the exclusion of all other surrounding factors. Although human experience is determined by the way people direct their attention, it is obvious that they do not have complete control over this direction. For example, there are times when a person has difficulty focusing their attention on a task, conversation, or event. At other times, an individual's attention is "captured" by an unexpected event rather than being voluntarily directed towards it. In this sense, attention is related to the individual's immediate experience and is a state of ongoing awareness. What environment the viewer is placed in will largely determine the effective attraction and the retention of that attention.
This is why we at bTV Media Group focus our multiplatform forces on the factors that influence the attention that audiences focus on both the TV content and the advertising messages in the communication campaigns.
Emotions drive the success of any campaign. Television enables the delivery of the advertising message by generating attention, creating an emotional connection with the audience and cementing it through the ability to repeat at different times of the day and maximise audience reach. Every advertisement is an idea that aims to provoke or inspire action from the end user.
And as we live in an age where every product and service is a click away, the role of good content and the classic form of television broadcasting - live, long-form and with build-up of suspense - plays an increasingly central role. There are clear trends in the industry in audience choice of content, following the principles of favouring strong local productions that stimulate a diversity of human emotions.
As consumers in today's multiscreen world, we consume content anytime, anywhere and in a variety of formats. Our message-saturated daily lives lead to a natural filtering of the information in our minds, and consequently selective memorization.
The good thing is that we don't have to choose just one type of screen, as television works well alongside all the others. Because of the high equivalence of attention in front of the TV screen, TV is the platform that gives the initial boost in the media mix, reinforces the results in all other media and makes a brand more easily noticeable. The more sustained the attention, the more readily the mind remembers and 'recalls' a brand when it is in the targeting context, which is the desired effect of any advertiser.