Connected consumers key to measurability
While advertisers and marketers have struggled with the issues of ad effectiveness and ROI for decades, today’s connected consumer has created new opportunities as well as new challenges for brands trying to break out and build loyalty. A 2013 report from The NPD Group shows that by 2015 there will be 202 million Internet-capable TV devices in US homes, a 44 per cent increase from the 140 million at the start of 2013.
Connected devices, which include internet-capable TVs, gaming consoles, and OTT devices, although growing rapidly with consumers, are often the least understood and thus most under utilised platforms by advertisers, mostly due to a lack of education around their effectiveness at reaching an engaged, targeted audience.
The latest studies from YuMe, a provider of digital video brand advertising solutions, and Interpret, a cross-media market research firm, reveal that brand advertisers who embrace the connected consumer and these emerging devices can overcome many of the measurability challenges that more traditional passive advertising platforms, such as broadcast television, have struggled with over the past decades, while also building close and meaningful relationships with those consumers.
The YuMe/Interpret Ad Effectiveness Studies looked at several individual campaigns, assessing the impact of each advertising campaign across a wide range of connected devices, capturing brand metrics such as: brand awareness, brand favourability, consideration, recommendation, and post-exposure actions.
“Interpret’s multi-platform methodology coupled with our cross-platform technology provide advertisers the insights they need to confidently make smart media decisions, including how to incorporate new advertising platforms into their media plan,” said Paul Neto, Director of Research & Technical Marketing at YuMe.
Ben Spergel, Senior VP of Media Insights at Interpret, adds, “Devices such as smart TVs and gaming consoles are designed with the connected experience in mind. As consumers are seeking out specific content and entertainment on these devices, it stands to reason that they are naturally receptive to the advertising within that content and entertainment.”
While study results focused initially on effectiveness, they also revealed that these new platforms provide immense opportunity for advertisers to create stronger affinity and connectivity with desired audiences. Gaming consoles in particular, due to their high level of engagement, seem to provide immense value across a number of brand metrics. Overall, YuMe and Interpret’s campaign research demonstrates that brands can benefit from exposure on connected devices. “These new platforms paired with our technology allow advertisers to make a measurable impact and be accepted by the consumer,” says Neto.