Smart and connected TVs: What are the opportunities for marketers?

Since the advent of the first TV sets in the 1930s that brought the cinema experience to the comfort of home, our relationship with television has undergone huge shifts.

Following the introduction of colour TV, the development of numerous channels with cable and satellite and the arrival of HD and now smart TVs, TV viewership is going through another major change. Second screens are radically changing the way people consume TV.

87% of consumers report using a second screen while watching TV, and do so actively, as the 27 million tweets recorded during this year’s Super Bowl, or the unique audience of 5.1 million people who viewed Game of Thrones related messages during this year’s season finale show.

This impact is also measured with TV advertisement: 66% of smartphone owners turn to their phones to learn more about something they saw on a TV commercial, resulting in an instantaneous impact on both brand searches and non-brand searches.

In fact, research shows the positive increase is 25%-40% and 60%, respectively.

That’s why synchronising advertising with your own (or your competitors’) TV ads is becoming increasingly crucial to make sure brands ‘own the moment’ and make the most of the opportunities offered by TV advertising.

Synchronising with what’s on TV requires first being able to identify, accurately and at scale, individual programs or TV ads at a specific moment.

This can be done several ways depending on the type of TV distribution: linear TV, where the viewer has to watch a scheduled TV program at the particular time it’s offered, and on the particular channel or connected TV, where content can be accessed on-demand, through apps installed directly on the TV and/or through consoles such as Apple TVs or Roku.

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