Smart TV Uses Metrics To Refine Advertising

TargetCast tcm says the path to smart TVs playing a game-changing role in TV advertising is uncertain, but the potential for data collection could help bring that into focus.

For smart TVs, the ad placement falls below the live viewing window, even as social media opportunities supplementing the broadcast unfurl in real-time. TargetCast says the interactivity of the ad is trackable (with applications from DoubleClick, Atlas and MediaPlex) and can lead viewers to a Web destination, long-form VOD stream or even the chance to set a DVR for an advertised show.

“The power of this ad unit is currently undefined; however, with the tracking technology and available metrics, its value will soon be discovered,” TargetCast says.

The agency’s report also touches on the benefits of Hulu or YouTube video being accessible via smart TVs. It credits Hulu with taking an “impressive stance” by offering an ad model that does not charge an advertiser unless an ad is watched end-to-end. Hulu also has the ad selector that can improve targeting by allowing viewers to select an ad they want to watch. 

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“The opportunity to deliver branded sight, sound and motion for a guaranteed 30 seconds is invaluable,” TargetCast says.

A theme in the agency report is big TV screens are not going away, even as what flows into them evolves into a “one-stop shop for all types of content and communication." Also, mobile video consumption may become more central. At CES, TargetCast says “there was very little excitement around smartphones or tablets.”

Consumers “want to watch content (notice how we’re not saying TV) on the largest screen with the highest definition possible, and we want it on demand,” the agency says.

1 comment about "Smart TV Uses Metrics To Refine Advertising".
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  1. Zachary Weiner from CTV Advertising, February 13, 2012 at 7:26 p.m.

    Is this an article? Or was this a paid for piece? I'm not sure how heavily critical of it, I should be here... But I have the feeling the answer is very.

    I'm not trying to be caustic, but there is either strong errors in it's writing, or a deep topical misunderstanding.

    1) What's with the sweeping generalizations about "Smart TV's" while potentially speaking only about something potentially mentioned by TargetCast?

    "For smart TVs, the ad placement falls below the live viewing window"

    Which Ad placement David? are you saying there is just one Smart TV ad placement??? Aren't there many in Smart TV's? Are we speaking about the device UI placements, (which have many formats) What about In-app placements (which have many formats) Or heck, even traditional .30 spots that are still found "in Smart TV's" Along with all sorts of other ad placement areas.

    2) The Subject "Smart TV uses metrics to refine advertising" is barely even spoken of...this is an incredibly misleading subject line. Maybe "TargetCast Report" would have been a bit more accurate?

    Lastly, Do we feel that perhaps this is a bit overly subjective reporting to quote "“there was very little excitement around Smart-phones or tablets.”

    I evangelize around Connected TV more than just about anybody- Try Googling: Zachary Weiner Connected TV

    and can claim that there was TONS of excitement around Tablets and Smart Phones at CES. To think otherwise is absurd, but more absurd is to reference this quote this in what is supposed to be "news".

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