Posts tagged with Smart Tv

social within an online video ad for volkswagen

What are the possibilities with online video ad creative?

Online video has always felt to me like one of those technologies where brands have varied massively in their commitment to innovate.

That was kind of understandable until the last couple of years, as YouTube and video streaming (NetFlix, NOW TV,4OD etc) are now so pervasive.

With brands committing to more online video advertising, it’s obvious the technology will be maturing. In effect, what’s possible on your website should now be possible in an online video ad.

As web viewers aren’t captive in the same way live TV viewers are (even they can go and make a cup of tea), advertisers have to get cuter at delivering changing and tailored ad content that is essentially fun or useful enough to be voluntarily engaged with. A tall order?

Well let’s look at what can be achieved? Here are a few examples, mostly taken from Innovid, who I chatted to last week.

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Why the connected experience revolution is yet to be televised

Connected experiences which seamlessly fuse second screens and connected TVs have been ‘the future of TV’ for so long it almost feels like a returning series.

Playing along with a quiz show, requesting a product sample during an advert, taking a breakfast news feature with you on your morning commute so you can finish watching, all could be routine.

But despite the enablers and technology being in place this seismic shift in the viewing experience stubbornly refuses to go mainstream. Why is this?

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Only 7% of British adults have used a connected TV to go online

Fewer than 10% of British adults have used a connected TV to go online, according to new data from Kantar Media.

The futurePROOF study found that just 17% of British adults own an internet ready TV set and more than a third (36%) of respondents said they did not see the point in going online through a TV set.

In fact the main motivations for buying a smart TV were traditional drivers, such as screen size and picture quality, rather than connectivity.

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Majority of TV viewing now on-demand for one in four Brits

A quarter of the British population (26%) spend more time watching on-demand TV content than traditional linear TV, according to a new study by YouGov.

The trend is most prevalent among respondents aged 18-24, with 41% of this demographic watching a majority of on-demand content compared to 15% of people aged 55 or older.

The popularity of on-demand viewing is driven in part by the increased use of connected TV devices which give viewers access to a range of online content.

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The five Cs of connected TV

Connected TV Smart PackWhen two very different industries like traditional broadcast television and digital collide, it’s difficult to ignore the implications on both sides.

While analysts predict that 60% of households will be watching internet TV by 2014 and many companies are trying to capitalise on shifting viewing habits, the connected TV market is still in a nascent stage.

To coincide with the recent release of Econsultancy’s Connected TV Smart Pack, we’ve identified five key elements of this emerging ecosystem that any marketer needs to be aware of.  

These are what we call the five Cs of connected TV...

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