While recent research indicates that only one in four UK Smart TVs are actually connected, it appears that the ones who do connect are engaging with the advertising content. Rovi Corporation has released the findings from its Smart TV advanced advertising study, conducted in the United Kingdom with Decipher Research. The study showed connected TV owners are receptive to interactive advertising, which they perceived as contextual and engaging. “We are on a constant mission to further understand the in-home family dynamic as it relates to changing entertainment consumption habits, and to better acquaint ourselves with consumers' preferences and engagement levels with interactive advertising,” said Jeff Siegel, senior vice president of worldwide advertising at Rovi Corporation.
The study evaluated connected TV audience segments, platform familiarity and usage, as well as advertising effectiveness and engagement. It included online surveys of connected TV users and in-home interviews, and tracked eight Smart TV advertising campaigns for leading entertainment and conventional brands.
Key quantitative highlights of the survey were:
Awareness: 68% of users exposed to areas of Smart TV platforms with ad placements noticed the advertisements; 1 in 3 of those clicked through
Reach: Connected TV advertisements on select platforms delivered a claimed 6% incremental reach in addition to traditional media channels
Brand Favorability: Exposed versus non-exposed brands on the Smart TV platform produced favorability rates twice as high
Brand Association: 86% uplift in association with key brand statements for brands exposed on the Smart TV platform versus non-exposed control samples
Purchase Intent: 47% of connected TV viewers exposed to Smart TV ads claim they will investigate the product in the future; intent to purchase was 2.5 times higher compared to a non-exposed control sample
Engagement: 2 in 5 connected TV viewers exposed to Smart TV ads claimed to have watched the video featured on the brand's micro-site, with 79% of ad viewers claiming to have subsequently participated in additional product or brand-related activities
Smart TV ads were seen as non-intrusive because they were ‘contextually relevant' to the platform. Providing content in the form of trailers, clips, etc. was seen as valuable content in its own right. Content apps were found to be the most popular, generating a great appetite for consumers to engage in additional content from the advertiser's micro-site. “As our survey findings help reinforce, advanced TV advertising provides new opportunities for brands to efficiently and effectively reach consumers in the living room,” said Siegel.