Smart TV, Intelligent Targeting, and the Death of the One-Size-Fits-All TV Ad
There’s just no stopping progress. TV is changing, and it’s changing fast. The proliferation of tablets, smart phones, DVR and streaming options, along with the current internet-based (multi-screen and social-media-connected) culture, is ensuring a world in which TV (and TV advertising) becomes ‘smarter’ and a lot more portable. While many in the television industry have expressed concern over the way in which advertising factors into this new “TV Everywhere” future, many are seeing opportunity in the shift, and hailing it as a positive development for both marketers and viewers alike.
In Marco Bertozzi’s recent Digiday piece, “Skippable Ads Are a Good Thing,” he writes: “The mechanisms through which we watch TV are changing, and the way content is being consumed and distributed is changing, too. Ads will become ad-served, which will allow better targeting, and if targeting improves, the response rate will be higher. Consumers will appreciate the relevance.” He adds, “This is not about not watching ads; it is about watching ads that are relevant and entertaining.”
His sentiments are echoed by Glam’s Samir Arora in The Guardian’s “DLD 2013” report. In a discussion about Smart TV he’s quoted as saying: “You should not see an ad for a car if you have just bought a car. Bring that forward and consumers will get used to it – it will make advertising something people want, targeted and packaged carefully.”
Instead of fearing the changing shape of television advertising, many marketers are choosing to embrace the idea of greater access to consumers. Smarter targeting means more effective advertising and that’s a good thing for everyone involved. It makes so much sense, Bertozzi argues, that in the future, our current system may even seem absurd. “We are well underway to a world where we tell our children that; ‘yes they made us sit through five pre-roll ads before we were allowed to see the programme we wanted to watch’ A crazy notion.”