TV advertising stimulates the conversation about brands

Prof. Dr. Christian Rietz presented the genre study "Screenlife 2015".Launched as a generic initiative for the medium of TV, Wirkstoff TV is responding to the development towards moving image offerings and has given itself a new name and a new positioning with "Screenforce - The Magic of TV". Under the motto "The Power of Images", over 250 guests from the media industry attended the first Swiss Screenforce Day last Friday. In addition to the company's own study "Screenlife 2015", seven other speakers presented their findings on the topics of brand management, international programme trends, brand communication in social networks and the technical and content-related future of television and moving images.TV marketer Goldbach Media organized the first Screenforce Day in Switzerland on Friday, 17 April 2015. One day after the event in Düsseldorf with over 1,500 visitors, the eight top-class speakers traveled on to Zurich to talk about "the power of images" and what their vision of modern TV is, both now and in the future.The event, moderated by journalist and TV presenter Wolfram Kons, began with a presentation by Australian Prof. Byron Sharp, Director of the world's largest marketing research institute Ehrenberg-Bass. He dispelled many myths, e.g. the almost non-existent influence of brand love on effective sales, and showed how advertising builds brands, drives sales and changes the way consumers think and act. The Frenchwoman Virginia Mouseler, Managing Director of the program monitoring agency The Wit, then presented the three latest program trends directly from MipTV in Cannes. These include children's programs as well as survival formats and newly interpreted game shows. The subsequent presentation by Middle East expert, journalist and TV reporter Ulrich Tilgner got under the skin, using numerous examples to show that it is becoming increasingly difficult to judge images correctly and how the media can be used in a targeted manner, e.g. by local military forces.After the lunch break, the well-known media expert Willibald Müller caused astonishment by using the example of Facebook to show how surprisingly little dialog can be achieved within social media and that a vanishingly small proportion of fans are real brand advocates who generate reach for a brand. Prof. Dr. Christian Rietz then presented the genre study "Screenlife 2015", which shows major spillover effects of TV advertising on online and everyday conversations. The most important key findings of the study: a large proportion of search queries on Google are triggered by TV advertising and conversations with family or friends about products are also very strongly influenced by traditional advertising. TV advertising in particular stimulates conversations about brands, but the combination with other media is also very effective. In contrast, the influence of social media on word of mouth is significantly lower than often assumed, according to the study. Researcher Dr. Stefan Arbanowski then revealed where the technical journey for broadcasters, viewers and advertisers is heading. He predicts a great future for 4K or Ultra HD and that all doors are open for Smart TV. According to Arbanowski, networked television will become a matter of course in a few years and the second screen will become even more prevalent.British innovation consultant Dean Donaldson illustrated where the potential for brands in TV advertising could lie in the future: He believes that using smart TVs is too complicated and is driving consumers to apps. He sees innovative opportunities for advertisers to interact with consumers in apps or online content that is consumed alongside television. The closing speech was given by Martin Krapf, Managing Director of the Gattungsinitiative. "We stand for moving images on all screens. At the same time, we are convinced that television will continue to take center stage in the new multiscreen reality," said Krapf about the new name and claim. "TV's function as a driver for digital platforms and as a catalyst for online activities such as search and online purchasing is what makes our medium so unique. It also shows that, of all media, television has the strongest influence on people's everyday communication about products," said Krapf.All Screenforce Day presentations are available at www.screenforce.ch ready. The second Swiss Screenforce Day will take place on May 12, 2016.