“There is a big revolution taking place on how consumers consume content,” says Shirlene Chandrapal, VP of connected TV at smartclip speaking with The Drum about how multiscreen and brand advertising platform smartclip’s partnership to monetise LG’s entire ad inventory across the LG Smart TV platform in Europe, Russia and Australia will change the advertiser and consumer relationship.
“It’s important for advertisers to create opportunities with new world devices, as advertising as we know it will fundamentally change within the next three to five years,” she adds.
Visiting London for the US to launch the partnership with LG to the marketplace, Chandrapal, spoke to The Drum at length about how she was the development of TV advertising in the multiscreen age.
She continued to say that in today’s world an advertiser “has two routes to target a consumer, one is through traditional TV advertising - selling an ad that has no interactivity built into it with no immediate return, or two utilising the number of different things a Smart TV allows an advertiser to do.
“Advertisers need to bear in mind people only have a finite amount of time, there are only so many hours in the day. If you’re in the Smart TV portal you’re not watching traditional TV so already we can do things like contextual targeting, we can make assumptions based on gender or we can do geo-targeting.
“TV is really the last device to get digitised and I think it presents the biggest opportunity when you combine the power of television the emotive appeal of storytelling the audio visual capabilities the real estate, the size of the screen and you combine that with the interactivity the accountability and the other features, such as 3D, voice recognition and kinetics.”
With more and more consumers moving towards catch up TV and online streaming and away from live television the traditional opportunities for marketers are dwindling. Chandrapal continues: “New media markets need to work with the advertising and agency community to deliver the next generation of advertising that really makes sense for advertisers and consumers, as new technologies allow for traditional ads to be easily ignored.”
Using the example of car manufacturers Chandrapal explains how, by using Kinetics, their ads could see consumers engaging with their product first hand at home: “essentially using Kinetics a the audience could see the car and climb inside it.”
Chandrapal believes that “the creativity you introduce when you build interactivity can change advertising quite substantially,” and this is where marketers should be looking to build upon for the future. She added: “The exciting thing is TV has never before been a personalised medium for advertising it was assumed that everyone watching the same programme was the same person.
“In the future devices will be able to identify people in a household, go into a viewer’s personal profile on that TV and pinpoint different people in that household and deliver a very specific advertisement to them.
“It’s amazing when see some of the technologies coming down the tracks, the prototypes being showcased now for two to three years’ time are mind blowing.”