Monetizing Entertainment Across Platforms – Content, Context & Control
Adoption of TV Everywhere and over-the-top entertainment hasn’t only impacted service providers and device manufacturers. Brands who have relied on television to deliver 30-second spots are finding their target audiences tuning out in favor of fast forwarding and multitasking on other devices.
Although video has spread to smaller devices, the TV is still the dominant screen and accounts for 80% of content viewing on average. TV offers the most memorable form of advertising, yet nearly 90% of DVR users fast-forward through ads. To reach and engage viewers through the TV, advertisers need to be innovative.
Consumers have been receptive to interactive banner ads placed in IPG and smart TV user interfaces. To maximize the value of banner ad placements and encourage action, three key areas should be addressed:
- Content. Campaigns rich in content – also known as branded content or “infotainment” – will have the greatest impact. Viewers are already scanning for content to consume, and a well-executed ad could be their choice.
- Context. Ads today must be relevant in order to be successful – there are simply too many other choices available to consumers. To increase the chances of engagement, relevant ads take into account circumstantial factors, including the current program, the time of day and whether the viewer is searching for something new to watch.
- Control. Traditional 30-second spots lack the control that is possible with interactive banner ads. With banner ads, viewers can choose to click and spend time – interacting by taking a poll, for example, or simply enjoying a video that tells them more.
“DVR-proof” and above the fold, interactive banner ads appeal to video viewing audiences who are leaning forward, looking for something to watch:
- 81% of viewers are more likely to notice ads while searching for programs to watch.
- 52% of viewers are open to [interactive] ad units.
- 48% of viewers are more likely to pay attention to [interactive] ads.
- 64% of viewers consider [interactive] ad units “less disruptive” than other ads when they are searching for content.
- 67% of viewers find [interactive] ads “more like content.”
A virtually limitless number of features can be implemented when advertising becomes interactive. Banner ads can link to branded destinations featuring polls, videos, games, requests for information or merchandise tie-ins.
Brands should choose enhancements that will further promote engagement and support their unique campaign goals. Observation, measurement and analysis can help advertisers optimize campaigns to keep viewers engaged.