Smart TV study finds interactive ad formats increase brand engagement
An international study looking at the impact of smart TV on advertising effectiveness has concluded that interactive formats are the best way to increase brand engagement.
It found that connectivity is a key factor for 78 per cent of British Smart TV users and that 31 per cent of global viewers engage in an action as a result of a Smart TV ad. Moreover smart TV ads which dovetail with traditional TV advertising result in an increase in the advertising effect of TV campaigns.
Conducted by smartclip, the multiscreen and video brand advertising platform, the pilot study follows recent research indicating that 12.7m Smart TV’s were shipped in Q1, 2013.
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 and incentive driven campaigns for Smart TV, brands can more easily track the influence of their content and measure engagement and resulting actions amongst the UK market. 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.”