Study: Connected television advertising
By Rob Bale
LG Ad Solutions, a company specializing in Internet-connected television advertising, has released the results of a study into Canadian consumer behaviour. According to the study, 84% of Canadian television viewers “like” ads that incorporate features such as QR codes and messages that change based on the time of day or location or weather. The study also found that 52% of viewers “will engage” with such ads. Sixty-nine percent are “likely to engage” with such ads that show real-time sports scores or related content. Half of viewers are “likely to engage” with weather-related ads, while 78% “like the idea” of ads that provide the locations of the closest stores. Sixty-two percent prefer interactive ads to static or regular video ads.
“The results of this study reinforce the desire among consumers to have a more personalized advertising experience, receiving information that is timely and relevant to them,” said Jason Randall, vice-president of sales for Canada at LG Ad Solutions. “Unlike traditional television, connected TV provides brands a way to give viewers the experience they’re looking for and help drive better brand engagement through more interactive and compelling advertising content.”