How do we emotionally connect to all of our screens that literally brighten our days and connect us with friends and content? That was what one recent study wanted to find out – and put the results in terms of easily understood terms and behaviors.
Ad agency BBDO Worldwide and Microsoft Advertising released the study this week at the 58th Cannes Lions International Festival of Creativity in Cannes, France. The goal of the study is to help marketers find “the next billion consumers” by exploring consumers’ emotional connections with television, PCs, and mobile devices.
In a joint press release, the companies decided to take a different approach to determine “what’s going on in people’s ‘psyches’ and how they emotionally connect and interact with each screen on a personal level. It applied Jung archetypes to help put personalities to each device.” The study comprised more than 1,500 consumers in five different countries including China, Russia, Saudi Arabia, UK and the U.S.
“The study presents a striking picture of similarities and differences – across geographies, ages, demographics and screens – that provide interesting advertising ideas and suggestions, which can help lead to more compelling and relevant brand messages.”
Among the conclusions:
- TV is like an old reliable and entertaining friend. It’s a passive experience and it is the lowest common denominator – seemingly, the cozy cup of hot chocolate of video entertainment. Nostalgia in the U.S. and U.K. play an important role in these attitudes. Differences show among age groups, especially in Russia and China, where users grew up with a distrust of state-owned TV. Elsewhere, “[Most] people let their guard down when watching TV. It’s a particularly powerful screen for delivering brand messages.”
- The PC is like an older sibling that you can learn from, show off to and compete with. “It’s far more trusted than TV, especially in Eastern countries and among younger consumers because they can control/choose the content on their PCs.” Nice to know the sibling experience is Global.
- The mobile device is like the “new lover.” If you don’t think mobile devices are personal, hand yours to someone and walk away – until the sweating becomes too profuse. People want their devices with them at all times. “It is a relationship that is just beginning and, as such, cuts across all age groups and geographies because of its ‘newness’.” Mobile devices are an engaged experience – not passive like TV or some PC viewing.
Tablets fall somewhere between PCs and mobile devices.
Even if you’re not a stats and research geek, this puts a face to the data and makes it a great and understandable story. Like good content, the more you think about it, the more relevance you draw from it. For example, you may have a message that would work better with an engaged, well targeted audience. TV would not be the medium to use to share that message,
“What works on television or other screens will not necessarily work on mobile devices,” according to the release. “Messages must be highly relevant, meaningful and useful. They also have to be intimate, surprising, unobtrusive, help the user fit in and belong.”
“Archetypes will continue to evolve as devices become more sophisticated, and audiences grow older, younger or more mature,” said Simon Bond, Chief Marketing Officer for BBDO North America. “What’s important is to know how people are interacting with these screens now, rather than five years from now. While some marketers may have mastered individual screens, no one has mastered them all. Therefore, when advertising is optimized for these screens, it could have the potential to attract “the next billion customers,” especially when you look at places like India where there are more than 100 million PC users or in China where there are three times as many mobile users.”