Parks Associates reports consumer comfort with personalised advertisements is increasing, with 45 per cent of US broadband households comfortable seeing ads based on their TV-viewing habits and product/service preferences.
The firm’s new report – Advertising Strategies on Connected TVs – recommends advertisers start to expand their personalised ad campaigns to include new companion devices such as the iPad.
“Second-screen synergies are important to connected-TV developments as these extensions enhance interactivity and draw consumers closer to the brand,” said Heather Way, Research Analyst, Parks Associates. “Tablets and smartphones are changing the TV-viewing experience while also becoming natural extensions to shopping-and-buying behaviours. Already one in four Millennials regularly uses a mobile phone to research products or services prior to purchase, and there are multiple apps for Android and other smartphones consumers used during Black Friday to find the best deals, even getting mobile-only offers while waiting in line.”
Almost one-third of US tablets owners are searching for show-related information while watching TV. Nearly 50 per cent of smartphone owners rely on apps for daily information and entertainment purposes, and 55 per cent of US broadband households want the ability to scan product barcodes for price and promotional information on their next mobile phones.
Companies must account for these rapid changes in shopping and TV-viewing habits. Among the early ventures in this market, Honda, Starbucks, Paramount Pictures, Procter & Gamble, Progressive Insurance, and NBCUniversal are all experimenting with the Shazam TV app, which allows viewers to identify a TV programme or advertisement through “audio fingerprint” technology. Invidi has developed a TV-tagging system, dubbed SnapPing, which lets viewers identify content and ads using an iPhone, iPad, or Android-powered smartphone. Second Screen Networks recently ran a cross-platform ad campaign with USA Network and Ford, with results showing 23 per cent of users interacted with the second-screen ad.