Parks Associates research finds consumers okay with personalized ads
One-fourth of Millennials Use Mobile Phone To Research Purchases
The firm's new report Advertising Strategies on Connected TVs recommends advertisers start to expand their personalized ad campaigns to include new companion devices such as the iPad.
"Second-screen synergies are important to connected-TV developments as these extensions enhance interactivity and draw consumers closer to the brand," said Heather Way, Research Analyst, Parks Associates. "Tablets and smartphones are changing the TV-viewing experience while also becoming natural extensions to shopping-and-buying behaviors. Already one in four Millennials regularly uses a mobile phone to research products or services prior to purchase, and there are multiple apps for Android and other smartphones consumers used during Black Friday to find the best deals, even getting mobile-only offers while waiting in line."
Almost one-third of U.S. tablets owners are searching for show-related information while watching TV. Nearly 50% of smartphone owners rely on apps for daily information and entertainment purposes, and 55% of U.S. broadband households want the ability to scan product barcodes for price and promotional information on their next mobile phones.
Companies must account for these rapid changes in shopping and TV-viewing habits. Among the early ventures in this market, Honda, Starbucks, Paramount Pictures, Procter & Gamble, Progressive Insurance, and NBCUniversal are all experimenting with the Shazam TV app, which allows viewers to identify a TV program or advertisement through "audio fingerprint" technology. Invidi has developed a TV-tagging system, dubbed SnapPing, which lets viewers identify content and ads using an iPhone, iPad, or Android-powered smartphone. Second Screen Networks recently ran a cross-platform ad campaign with USA Network and Ford, with results showing 23% of users interacted with the second-screen ad.
Advertising Strategies on Connected TVs assesses the U.S. connected-TV advertising market. The report evaluates the main connected-TV advertising business segments, assesses device usage, reviews advertising strategies, and examines the revenue potential for the emerging ad medium. The study concludes with a presentation of the strategic opportunities and market challenges for industry investors.
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
The company's expertise includes new media, digital entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, consumer electronics, energy management, and home control systems and security.
Each year, Parks Associates hosts executive thought leadership conferences CONNECTIONS(TM) , with support from the Consumer Electronics Association (CEA)®, CONNECTIONS(TM) Europe, and Smart Energy Summit.
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