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Transcript of i.TV
Segmented Target Market
Key Consumer Insights
i.Segmented Target Market
18-24 year olds
“Gotta-know live watchers”
We used social media as our platform.
Sam Pugmire Jason Freeman Taylor Allphin Ashley Sumner Alan Trejo Betsy Broadwater Casmin Giles
How are people watching television now?
How would people like to watch television?
Three Focus Groups (20 participants)
i.In-Depth Interview Quotes
i.Key Consumer Insight
Embrace consumer multitasking by introducing a device that generates advertisements according to how different consumers watch specific genres in different ways.
Utilize the commercial break to reach the ‘’Gotta Know” watchers’ multitasking peak and implement product placement during shows to reach the multi-tasking and attention-giving “Time-Shifters.”
Market to advertisers the profitability of product placement during sitcoms. Recognize the multitasking habits of viewers as an easy way to immediately connect viewers to their advertisements via their tablets.
Don't force people to change their viewing habits, simply redirect them.
Focus groups insights
To me the game matters now…”
“Modern Family, House, and Lost… I never new what time they were on and It’s not like I would plan my whole day around it, so those shows I only watch online.?”
Time Shifters Multi-taskers
As attention needed for shows decreases, multi-tasking increases- “I agree with him, if you’re going to sit down to watch a movie you’re not going to be doing anything else, but if its just a T.V. show you can be texting, having another conversation, it’s not something that you need to get the whole story line.”
Our target market has a condition we term as “N.E.D.” (Nervous Energy Disorder). They can’t sit still without their mind wandering to their various forms of social communication. They have a constant need to be “connected” via e-mail, text messaging, social media, etc. (i.TV already knows this)
TV viewers can be categorized into two different types: “Gotta-Know” live watchers and multi-tasking and attention-giving “Time-Shifters.” Certain genres (sports and news) are generally watched live, whereas other genres (talk shows and sitcoms) are recorded or downloaded and watched at different times.
Multitasking-while-watching-TV habits are directly connected to the genre of television that an individual is watching.
Focus groups insights