In the age of social networks and mobile phones, this is surprising news. Yet analytics platform AppsFlyer reports that 98% of brands believe smart TV advertising will be more prominent in the next few years. A quarter of professionals also say that television ads should overtake the mobile market within two to three years.
With a more receptive audience than on the traditional small screen, advertising budgets are expected to increase from 2023. And, good news for advertisers, 86% of consumers say they are ready to watch ads if they are relevant or entertaining for them; compared to 40% who plan to reject connected TV if they see too many ads.
But there is always a but…
Many connected televisions are used for gaming and brands seem to tend to forget this. Performance monitoring and user tracking therefore seem a little more complicated than on the web or social networks.
Admittedly, the audience is growing rapidly in this market by reaching households, but you shouldn’t get carried away either. Some advertisers rely on QR codes to promote application downloads via TV ads. However, opinions are still divided on this point. On the one hand, 38% of brands believe that QR codes work well for setting up app downloads. On the other hand, 26% of professionals do not really believe in it. Finally, among consumers, one in two people say they have already downloaded a mobile application after watching an advertisement.
It’s hard to predict the future, but connected advertising does indeed have a chance of succeeding, provided it is adapted to its different audience(s). As with the media, everything is a question of targeting and, for certain activities, this “new” channel may make it possible to reach new users.