The research study aims to provide UK brand-owners with insight into exactly how consumers are using online TV, compared with linear broadcast TV.
The initiative will include both qualitative and quantitative analysis. It will examine the relationship between broadcast and online content; attitudes to online TV advertising; and how the online TV advertising market is likely to develop.
Thinkbox research and strategy director, David Brennan, said online is becoming much more of a televisual medium as more people get broadband and laptops.
"If you use the both online and broadcast TV together you can really affect not just how people feel about your brand and what their perceptions are, but how far down the consumer journey they are towards purchasing your products," he said.
The study will follow a group of users unfamiliar with the medium to understand how the process of online TV becomes part of everyday life.
Thinkbox has commissioned Work Research to undertake the study, with preliminary results expected in autumn and full results in early 2009.
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