By Paul Skeldon

Tom Smith, Head of Biddable Media at mporium and Adam Chugg, Head of Biddable at the7stars, discuss how linking generic search terms to impactful moments in linear TV, reaps rewards for ecommerce and bricks and mortar alike.

The behaviour of television audiences has changed distinctly over the past few years. Cast your mind back, and consider the concept of the ‘couch potato’. The metaphor was born out the sedentary lifestyle associated with sitting and watching TV. Couch potatoes were the modern ‘sloths’ – think Homer Simpson of The Simpson’s fame – a beer in one hand and a tasty treat in the other. However, this classic stereotype is virtually redundant now. With the onset of technology, and the changing attitudes in our lifestyles, we are seeing the mobile phone grow to replace the beer and snacks. It has absolutely become a defining new fixture in our viewing behaviour.

This has given rise to the importance of the second screen, and with this we are noticing that the consumer’s relationship with television programmes has changed. The programmes that consumers are watching these days are ones they really want to watch and viewers are consistently reaching for their second screens during those programmes not because they’re distracted – but because the programme provided stimulus.

It used to be referred to as the ‘Delia effect’, when TV chef Delia Smith caused a national shortage of copper pans and Maldon salt simply by using them on her cookery show. Today, it’s about much more than explicit brand endorsement, it’s about brands recognising the relevance of TV culture and the impact it can have on search and social channels. By looking at the relationship between television programme content and consumer search levels, retail brands can identify the perfect moment to target consumers.

Take Bonmarché for example. Bonmarché is a leading fashion retailer…