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95% of Social LIVES now own a smartphone and 45% own a tablet. This means brands should be embedding their campaigns across multiple touchpoints to reach them effectively.
There has been a huge increase in the number of Connected LIVES 'Shopping' whilst watching TV in this wave. Optimising online shopping experiences for tablet devices should be key for advertisers.
Event TV remains hugely popular for Busy LIVES and in particular, watching with their families. Tablet usage during these event TV moments is also on the rise so brands should also consider dual screen ad solutions.
Traditional LIVES still watch the most television of all LIVES groups. Brands need to have a strong broadcast media presence in order to target them effectively.
Young, Social and Always On: This group are the mobile generation who are at the forefront of second screening. They use social media as an accompaniment to TV viewing, texting and tweeting about programmes and products they see.
Networked, Connected and Juggling: TV sits at the heart of this groups entertainment, with on demand providing an extra layer of convenience. Second screening is really starting to emerge in this group with the rise in adoption of new technology.
Hectic Families Whose Kids 'Tech Them Up': TV has one main role for this group; the shared viewing of event TV. Their households also tend to have more games consoles and alternative screens than any other.
TV Lovers who are Slower to Change: This group tend to watch the most TV. It is mostly linear and is mostly watched on the main TV set. Technology is a small part of their life they only dabble with things like social media and online viewing.
We have built a handy insight planning tool to showcase the changing use and behaviour around media and technology. Here you can apply your own buying audience against our LIVES to find out how your brands can effectively target these audiences.