Advertisers look to connected TVs to develop new campaigns

There has been lots of talk about the connected television and how the advertising world can take advantage of the possibilities presented to them. Advertising revenue has been on a downward spiral and there is a feeling that the current method of advertising on the box isn’t cutting the mustard anymore.

Media buyers are probably most aware of this and are keen to promote new technologies to help stabilise this trend. Carat recently held an event which brought together key figures from the advertising world to look at what technology can do to help advertisers to think of new ways of getting their content to the consumer.

With connected TVs, advertisers are only just beginning to get to grips with what they can do in terms of interactivity and weaving in new functions, offers, or promotions into the standard advertising campaigns that we are all familiar with.

In some quarters, the convergence of the two is being seen as The Holy Grail for advertisers. Not only does it provide them with the ability to interact with the viewer, but it can also push them towards further information and even the opportunity to buy the product directly.
Of course for this to be fully realised, the technology needs to be in place to allow for the industry to use its well-known creativity and ingenuity to the fullest. This is where the hardware and supporting software is going to be so important, and already we are seeing companies experimenting with what they can offer the market.

The TV App Agency recently launched its TV App Agency engine which allows brands to deploy multiple platform-ready apps from a single source code. This is allowing advertisers to deploy a range of creative executions that will help to draw in the consumer and utilise a multi-screen platform.

We’ve got some way to go before connected TV features are fully utilised by the mainstream, however it’s interesting to see new campaigns trialled leveraging these new technologies.