Sam Kayum, Managing Director UK at smartclip, explains the top predictions for the rise of Connected TV in 2012.
Connected TV is set to take off in 2012 and it is crucial that advertisers embrace the advantages that this new marketing innovation presents. Connected TV has been touted as the next big trend and manufacturers such as Samsung, LG and Panasonic are exploding into this growing market as a result. Connected TV provides a new innovation for the TV industry; research and consulting firm Strategy Analytics estimates that there were over 400 million Connected TV devices in use at the end of last year and 1.6 billion will be installed worldwide by 2014. As this revolutionary medium takes off, smartclip has compiled the top predictions for Connected TV in 2012.
1. Big events will drive demand
Recent research from YouGov predicts that the big sporting events scheduled for 2012 will be instrumental in driving sales of Connected TV and companies such as Samsung, a market leader in the Connected TV space, are developing break-through technology for TV and gaining traction from the demand that these big events will bring. Connected TV can provide supplementary information about the events and also marry social media with the video content so people can share their experiences of the events. Furthermore, people will be working and travelling while the events are on TV, so being able to watch content on demand and on the go will be crucial. Everyone will want access to these major events and Connected TV lets viewers engage on their own terms.
2. Multichannel presence
Apple’s development into Connected TV will add to their digital ecosystem and opens another, more social channel to consumers. As Apple TV is seamlessly synced with all other devices and with iCloud, it capitalises on multichannel marketing to reach consumers through different mediums. Only with a multichannel brand presence like this can marketers deliver fantastic advertising opportunities which are both targeted and effective.
3. Social television
The Social TV Trends Report 2011 revealed that over three quarters of people use other technologies whilst watching TV. For example, 43% of British adults comment on TV shows they are watching using Twitter, Facebook, other websites and mobile phones while 76% of viewers use the internet, a games console or listen to the radio while watching television. Consequently, real-time communications for viewers will become increasingly commonplace. Broadcasters will unite video-on-demand, web video and networks like Twitter and Facebook in order to engage viewers with TV content. This social sphere offers advertisers a new and exciting means of introducing consumers to their products and brand identity.
4. Freedom to demand
Consumers will become increasingly demanding. With all their content in one place, consumers have access to video whenever and wherever they want it with Connected TV. Players like the iPlayer and 4oD bring a new dimension to viewing which makes life easier for consumers. As surfing the internet on the TV develops, consumers will want the same easy experience on their tablet, gaming device and smartphone. With Connected TV, viewers will vote, access rich content, blog, tweet and access a plethora of applications all via their TV sets.
5. Search and data
Connected TV provides a hub to discover entertainment solutions for television, movies, music and lets consumers intuitively connect to new entertainment from many sources and locations. By complementing this with industry leading entertainment data, connections between people and technology can be created which enable them to discover and manage entertainment in an enjoyable form. Data preferences will overtake the TV guide as Connected TV enables advertisers to learn about audience behaviour. Being able to understand viewers’ preferences will let brands target their messaging more effectively. However, brands may also struggle to make an impact as seeing familiar content repeatedly can lower viewer attention.
6. Interactivity is key
Advertisers will need to step up to interactive content in order to generate customer interest in their ads. Techniques such as gamification and incentives will generate ROI, with ideas such as pop up shops and competitions gaining popularity. The added value of interactive video ads will drive consumer adoption, as the use of HTML5 creates an easy-to-use interface for video content which is easier to engage with than on linear TV. Competition will become fierce as brands compete with more video on the internet. Ads will need to be engaging and worth watching so 2012 will bring a tidal wave of brand creativity.
By
Sam Kayum
Managing Director UK
smartclip
http://www.smartclip.com/
