By, smartwatches 28/06/2022

Change to the role of TV!?Approaching the actual situation of "Connected TV" | Web Denki Reten Relations

In recent years, television connected to the Internet, called "Connected TV (ConnectedTV)", has been rapidly popular.

The Internet connection rate on TV is 26 in the last 5 years.3 % to 52.Doubled to 1 % ( * 1).In addition, the number of people who watch video distribution services such as TVers and YouTube on TV is increasing rapidly, and TV receivers include the "Video Content in general," from the conventional "device that only watches TV broadcasting".It has changed its role to "Device to Watch".

Under such circumstances, Dentsu conducted an independent survey on the actual use of "Connected TV" and the effects given to advertising.In this series, we will consider how companies and broadcasting stations should take the "Connected TV" and go out with the results of various surveys.

The first one was a feature of the video distribution service viewing style that was visible from the conventional TV broadcast, which was visible from the "Connected TV Usage Survey Survey" (overview of the survey) conducted in August 2021.Takayuki Matsutomo, the Dentsu Radio Radio TV Business Production Bureau and Data Promotion Department, will tell you about the points of communication activities using future videos.

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The feature of connected TV viewing is "dedicated viewing" and "co -viewing"

First, let's look at the results of comparing the viewing devices of the main video distribution services.

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Even if it is a video distribution service, the tendency varies depending on the service.Approximately 30-40%of "Amazon Prime Video", "Netflix" and "Hulu", about 10-20%of "YouTube", "TVer", "Abema", and "Gyao!"It was the result.

This difference is considered to be based on the contents of the viewing content."Amazon Prime Video", "Netflix", and "Hulu", which are mainly long content such as movies, have a higher viewing ratio on TV receivers that are easy to watch on large screens.Other video distribution services have a lower viewing ratio on TV receivers than PC / Smart Device (hereinafter SD), and seems to be popular.

Next, the figure below is the result of hearing about the viewing style for each video distribution service and viewing device.

The so -called television broadcasting is characterized by a high percentage of "viewing while watching", but video distribution services are characterized by a higher percentage of "dedicated viewing" than "watching while watching" despite watching on a TV receiver.I was.

Since the video distribution service is often viewed with content with a purpose, it is likely that such a feature appeared, but it is surprising that there is almost no difference from watching on a PC / SD.It can be said.

In addition, on the connected TV, more than half of "co -viewing" was also seen in multiple video distribution services.This is considered to be a feature of a large screen of a TV receiver, and it can be imagined that the sight of watching content with family and friends in the living room where the TV receiver is placed is spreading at home.increase.

The media power of TV broadcasting is still alive!However, there are signs of change in young people

Next, we compared the media power of TV broadcasting and video distribution services.

If you look at the entire individual, TV broadcasting is the highest in both frequency and use time.Nowadays, the TV media power is still alive.

On the other hand, if you focus on young people, such as Teen+MF1 (15-34 years old), the TV broadcast is still the highest in both use and use time, but the score is slightly lowered, and conversely, video distribution service.Above all, the score of YouTube is rising and the fact that it is approaching TV broadcasting stands out.

Let's look at the tendency for each viewing device.

Except for YouTube as shown in the figure above, viewing on connected TVs is more frequently used and more use time.This is probably because it is easier to use on connected TVs, and that it is easy to watch for a long time because of a large screen.YouTube is exceptional because it has become a social infrastructure as a video platform, and there are more opportunities for PC / SD than connected TV.

From the above results, although television broadcasting has the same media power, the presence of young people, including YouTube, has increased for young people.

In addition, since connected TV, the frequency of use and use time of video distribution services will be higher, so as connected TV will spread in the future, a market share battle on TV screens will be developed between TV broadcasting and video distribution services.I can imagine it.

From now on, the era of integrated planning including connected TV distribution

In this survey, the connected TV has a unique viewing style that combines the characteristics of "dedicated viewing" from the active viewing style unique to video distribution services and "co -viewing" unique to TV receivers.Was revealed.In addition, it has been confirmed again that the media power of television broadcasting is still alive, and at the same time, the presence of video distribution services on connected TVs, especially young people, has increased.

In future communication activities, it is based on integrated media planning, creative production, and advertising effects, such as using commercials in the conventional television broadcast and considering advertising distribution to connected TVs in parallel.You will need to practice the PDCA cycle.

Due to such a sense of issues, Dentsu has begun to develop an advertising effect survey scheme in TVer TV apps in collaboration with TBS TV (here is the release here).In this demonstration experiment, about 150-225 when contacted with PC / SD with PC / SD, such as "brand recognition", "intention", "interest", etc., when you look at advertisements posted on TVers on connected TV.It has also been confirmed that it has a very high advertising effect that corresponds to %.

Even if the role of a television machine changes, it is still effective to communicate on a TV receiver device.Dentsu continued to work with broadcasting stations and platformers to maintain and expand the opportunity to communicate between companies and consumers to develop appropriate planning, effect measurement, and solution development in next -generation media.I think.Next time, we will introduce specific initiatives about the advertising effects survey and analysis of connected TV.