Smart TV users say that they have already interacted with an ad, with a quarter (24 per cent) of these talking about the ad while 15 per cent buy the product, research from smartclip and LG Electronics has found.
The research saw 2,000 participants across Germany, UK, Spain, Russia and Australia being questioned by Nielsen, and discovered that over half (62 per cent) watch Smart TV during the evening, meaning that prime time advertising is a key area for Smart TV.
Shirlene Chandrapal, SVP of connected TV at smartclip, commented: “Our research has shown that combined with ads on traditional TV, Smart TV ads are extremely effective for engaging viewers, and as a focal medium the TV set continues to bring the family together in the living room. Traditional TV is losing users to Smart TV though; its interactive quality creates a deeper engagement between the viewer and the content being viewed, including brand advertising.
“By creating interactive, relevant campaigns for Smart TV, brands can more easily track the influence of their content and measure engagement and resulting actions.
"All over the world users are now looking for a more connected viewing experience where apps and the internet play a larger role, so it is imperative that brands monitor whether they are achieving this by measuring engagement. This research has revealed that Smart TV has huge potential to engage audiences and we expect to see more and more advertisers capitalising on this platform in more creative ways.”
The research found that over two thirds of those interviewed stop to watch interactive ads and have a positive attitude towards advertising on the platform: with users citing that ads need to be relevant, informative and easy to understand in order to make them stand out.