Research: The implications of connected TV ads

CTV Advertising has begun an intensive research project into the psychological and sociological factors affecting user experiences and wide-spread implications of interactive television and TV Apps. The firm’s goals are not just to discover new ways to create higher level brand engagement, but also to establish best practices for content producers and broadcasters to affect positive behavioural changes on both adults and children.

It is the belief of the firm and many within the interactive ecosystem that Connected models of television create a wide disruption into the way individuals and society at large interact with their home media. Two way interaction changes the scope of more than just content consumption, connected TV advertising and television usage however. It will also affect the way that children learn and develop and how individuals and groups socialise. Due to these massive implications CTV Advertising will be researching the broad reach of best practices within these regards.

The firm has two main initiatives. The first of which is to discover how brands can utilise the Connected TV ecosystem to create higher levels of engagement within their advertising strategies. Based on historical data coming from mobile applications, there is a lacking of qualified user experience based psychological research in the creation of Apps. The firm is working with differing groups of Psychologists, Sociologists and media researchers to ascertain how to provide user experiences that transcend the commonplace while fitting in with traditional consumption behaviour. The success or failure of specific TV Apps and interactive content will have intrinsic links to how groups and individuals choose to adopt, utilise and develop relationships with these applications.

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