Smart TV users engage with advertising more than on traditional TV, according to a new study.
Interactive advertising specialist Smartclip found that half of smart TV users have already interacted with an ad in some way, with an average of 31% engaging in an action of some kind as a result of watching a smart TV ad.
The survey, of 2,000 people in Germany, the UK, Spain, Russia and Australia and conducted with LG, found that some 24% search for more information on the product or brand and 20% talk about the product or brand to others.
About half of UK viewers in particular are tempted to interact when ads offer an incentive such as a discount or coupon, according to Smartclip.
The survey found that 88% of UK users locate their smart TV in the living room, with 78% using their smart TV set for its internet features. Some 78% say connectivity is one of the main reasons they bought a smart TV. 62% watch Smart TV during the evening.
Smartclip connected TV SVP Shirlene Chandrapal said: “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.”
Ms Chandrapal continued: “By creating interactive, relevant campaigns for smart TV, brands can more easily track the influence of their content and measure engagement and resulting actions.”