Mobile has been a fixture in everyday life for almost eight years now, tablets are a current phenomenon and using multiple screens in one day is the norm. Coupled with the changing habits of a tech savvy workforce and the multitude of mobile manufacturers, as these connected devices proliferate the consumption of media has inevitably changed. Now further fragmentation is predicted, as traditional broadcast TV becomes inherently digital and Connected TV enters the living room.

As a result, the large number of screens that are now part of the ‘Digital TV Journey’ means that reaching audiences is more challenging than ever. Advertisers are therefore being forced to rethink their approach for a multiscreen environment, in order to stay relevant and drive purchase intent. By bringing together the most effective combinations across devices advertisers can increase engagement. Here are some top tips to help brands achieve this:

1. Interactive ad formats are imperative
Market research shows that users who watch a video of a product are 85% more likely to buy it. Whereas traditional linear TV ads lack the opportunity for audiences to interact with an ad, online formats like video foster high engagement. With linear TV, the interval between impulse and conversion increases massively because there is no clear and direct call to action. In contrast, digital ads include features where consumers can click through and buy instantly. By taking inspiration from impulses, advertisers can engage with audiences in a timely and relevant way.

2. Create joined up advertising campaigns
It’s critical that advertisers create multichannel campaigns because consumers use so many devices nowadays. In fact, research from ComScore highlights that 69% of UK users access the internet via more than one device in a month. Second screening demonstrates the incoherent experience between different devices across advertising so it’s important that brands tie them together with consistent campaigns across devices. For example, our partnership with Shazam allows our advertisers to take advantage of engaging consumers on mobile whilst they watch a TV ad. Smart TV is particularly useful as it brings the screens together through apps and social and mobile integration, highlighting the need for joined up and multichannel video ad campaigns.

3. Prime time reigns supreme
Our report into Smart TV advertising effectiveness highlighted the value of prime time as 62% of Smart TV users watch content in the evening. Although every brand wants the prime time slot on linear and digital TV, advertisers should make use of online video to widen their audience reach. This means that their brand can engage with consumers outside of prime time as well as within that essential timeframe. Advertisers continue to dedicate huge budgets to traditional broadcast ads for prime time slots but there is even more opportunity to reach audiences via online and on-demand content available on Smart TV.

4. Choose your audience carefully
Personalised marketing is a valuable tool to engage viewers. A tailored message means that your audience feels valued and you only serve up specific and relevant content. However, linear TV doesn’t offer the technology to target effectively, so how do advertisers know that their target group is even watching their ad? These are opportunities that cannot afford to be wasted. However, by using digital formats, brands have access to data to ensure that they are serving the right ads to the right audience.
There is a drive towards higher accountability at the moment which is encouraging an interest in measurement tools but it’s essential that advertisers have the equipment to create a two-way conversation between their brand and the target consumer.

Overall, consumers are craving advertising experiences which are relevant and engaging now, so it’s imperative that brands change their campaigns with the shape of the industry to create deeper interaction. Through data insight and multichannel campaigns advertisers can develop relationships with target audiences. Furthermore, features on Smart TV offer deeper interaction and connectivity and can be implemented by advertisers on Linear TV so that video advertising can be used more effectively to make a sale. It’s imperative that advertisers take advantage of these new technologies and understand how current platforms are fragmenting to ensure that they continue to work at the pulse rate of the industry. Advertisers will have to adapt their strategies to move with the times and stay afloat in the converging space.

 

By Jean-Pierre Fumagalli, CEO at Smartclip.

PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.

comments powered by Disqus