Marketers to Revise Creative Strategies for Connected TV

With consumers spending more time in the connected TV universe, should advertisers be TVStoreadjusting their strategy?  YuMe, along with Frank N. Magid Associates and Razorfish 
conducted focus group research to answer this question. The researchers determined that simple and relevant interaction, along with animation, may be the best way to market to connected TV viewers.

The connected TV platform has opened a new world of entertainment to consumers. In addition to watching traditional TV programming from their cable or satellite providers, consumers are also enjoying streaming video content from YouTube and Netflix. This entertainment platform also serves up advertising and the YuMe research analyzed several forms including click-​to-​video, click-​to-​Ngage, click-​to-​browser, pre-​roll spots, and branding package. Using these ad formats, which came from a handful of major marketers who participated in the study, the researchers gauged consumer reactions in a controlled environment.

The first challenge for marketers is to capture consumer attention with an ad in the connected TV environment. The best practice may be to use an animated figure –  this is distinctly different from the content the consumer is viewing and the on-​screen movement may draw attention. Once the consumer clicks on the ad, marketers should quickly deliver information and the value proposition. Consumers also expect to engage with a connected TV ad in the same way that they would connect with an online ad. Marketers should remember that consumers will be using their remote control devices to interact with the ad so simple interactions are best.

Researchers also found that video pre-​rolls can be successfully used in this environment as the TV viewing experience is primarily video. Viewers do object to see the same ad over and over again though, so a variety of creative messages would be most successful.

For now, researchers recommend that marketers use connected TV campaigns to complement their spending on traditional TV advertising.

Have you  tried a connected TV campaign? Were you happy with the results?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.