Smart TV ads are quite effective, with full package ad buys potentially outperforming traditional TV on several advertising and brand metrics. So say YuMe and LG in a new study conducted by Nielsen among a small pilot group of US participants. In a larger follow-up survey of smart TV users in the US, the researchers examine the reasons given for clicking on a smart TV ad. Not surprisingly, most said it was because they were interested in the advertised product or brand.
(So, essentially, they click on a smart TV ad for the same reason most consumers would click on an online ad.)
Next up, respondents were equally likely to have clicked on a smart TV ad because it offered a deal (discount/coupon) as they were to have clicked one because it was informative. (For what it’s worth, recent research from Latitude suggest that when it comes to next-generation advertising, the most sought-after creative element from consumers is…. deals!) Read the rest at MarketingCharts.