Ed Haslam, SVP of marketing at US firm YuMe, discusses the biggest misconceptions around advertising on connected TVs, and provides his thoughts on how advertisers can derive strong engagement rates from these devices.
Ed will be speaking at the TV:Xperience event taking place in New York City on July 15th-17th. For more information and to register, please visit www.tvxperienceevent.com.
Everyone knows TV viewer behaviour is changing, but not everyone agrees on why. What do you think are the main drivers?
Choices – we have more choices than ever before, which I’d say fall into three broad types.
Firstly there are now many more screens we can consume media on – smartphones, tablets, PCs, connected TVs…
Secondly, we can do this any time of the day. And thirdly, there are many more content choices – TV as defined by broadcast/cable is once again being disrupted by tens of thousands of Internet-available options.
Overall, if you think of TV being defined as more than just television, TV viewership is up since we’re consuming more video content than we have in the history of television.
Can you tell us a little more about YuMe’s recent study done in partnership with Nielsen and LG?
This is a two pronged research study, one part tied to better understanding how consumers are engaging with ads within connected TV.
Alongside Nielsen and LG, we’re testing the consumer within a more natural living room environment, interacting with and sharing their perceptions of different Smart TV ad formats, while testing all brand metrics including recall, favourability, and purchase intent.
The second part of the study hopes to reveal connected TV audience’s behavioural, lifestyle and psychographic profile data.
The results will quantify the opportunity that connected TV provides advertisers to reach a differentiated audience and why connected TV is an essential component of every media plan.
The key findings will address online and offline behaviours, media consumption, ownership, preferences, attitudes, and influence.
What do you believe are the most common misconceptions out there regarding advertising on connected TV platforms?
We often hear a variety of myths around connected TV and advertising, including that connected TV has no scale, that connected TV demographics skew heavily toward young males, and that everyone is just watching Netflix.
However, there are a number of studies which debunk these claims: for example, eMarketer predicted last January that by 2016, one-third of US households will have a Smart TV.
A separate study by YuMe together with Magid found a 58/42 split male/female CTV audience, and also found that nearly half (48%) of CTV users are frequently using non-Netflix apps, and that CTV owners have high interaction with advertising formats.
How do you think these connected TV platforms can provide advertisers with industry-leading engagement rates?
By innovating with new modes of interaction, namely voice, gesture, and bluetooth-connected (magic motion) remote capabilities.
A connected TV camera can image process and the TV can actually watch you – when you sit down in front of your TV and turn it on, it can automatically register your face and log you into your registered accounts.