Smart TV and multi-screen advertising whitepaper reveals possibilities of increased viewer engagement with advertisers
The potential of Smart TVs is getting increased attention from the America’s biggest advertisers and broadcasters as a result of the rising number of connected devices being distributed across America.
Last year alone $29 billion was spent on TV advertising. Recent research from Forrester has also revealed research covering 124 advertisers across 16 major industries discovered that there is experimentation with advanced ad placements. Nearly half of the advertisers said they were testing or planning to test advanced TV ad placements in the next 12 months via platforms such as video on connected TVs.
Yet in a recent free Smart TV and Multi-screen advertising whitepaper, industry leaders from A+E networks, GroupM (part of WPP) and LG Electronics have revealed that there remain issues causing brands and agencies to shy away.
Michael Bologna, Director of Emerging Communications at GroupM, states that advertisers will only adopt the new Smart TV platform when there is increased ability to measure audience figures. ‘It’s a challenge to get an accurate assessment of how many Smart TVs are out there, let alone how many are currently in use, who is using them, and what they’re using them for.’
The major concern among many advertisers and brands is assessing the true scale and reach of Smart TVs. While shipments are increasing, accurate figures as to how many people connect and engage on these devices remain limited.
LG Electronics’ Kemal Altintas, Senior Manager of Business Development and Product Innovation, agrees, claiming: ‘generally, there are no major technical difficulties right now. It’s more an issue that there are not many examples yet.’
Whatever the case, as Dietrich von Behren, VP of Digital Media & Investments at A&E Television Networks, puts it, ‘there’s tremendous opportunity ahead and early-adopters are going to have an advantage.’
The Smart TV and Multi-screen Advertising free whitepaper recently released by Smart TV Insider outlines the potential for growth, major technical challenges and investment opportunities for broadcasters, content owners and advertisers alike.
Head of TV Research
Smart TV Insider