2013 saw many technological leaps forward in the media and advertising industry, and if predictions for the new year from Sky IQ come true, we are now looking at another major period of change.
The UK company foresees TV advertising becoming as personalised as online, new ad releases being hotly anticipated throughout the year, not just Christmas, and ads following you from your TV to online.
Below, Liam Plowman – strategy & propositions, Sky IQ Customer Intelligence Services – lists his predictions for the coming months. Sky IQ staff can be viewed here discussing the predictions.
Sky IQ is a wholly-owned subsidiary of BSkyB, specialising in TV viewing behaviours with a TV viewing panel of 500,000 households. This data-driven insight can be used to inform future marketing and advertising campaigns to steer strategy and investment.
1. TV Gets Internet Smart
By 2014, we will see the same level of personalisation you see in online advertising on TV. Using better insight from detailed viewing data, agencies and brands can track the success of highly targeted campaigns by linking all marketing activity from DM to online response.
2. Ads will become as anticipated as the TV programme
We are already seeing an element of this with the premiere of the Christmas ads being widely touted as the UK version of the Superbowl Weekend in the US. However, in 2014, we will see the importance of ads grow even further, with increasing emphasis on premieres, celebrity influencers and audience engagement.
3. Ads will become truly interactive and continue their story online
In 2014, for the first time, we will see advertisements begin during traditional TV viewing and follow the viewer online. While this may include sharing exclusive clips on Facebook [for fans] and tweeting viewers, it will be focused on tracking their online habits so they see the ‘second instalment’ of the advert.
4. TV and social (and dual screening)
Facebook and Twitter jostling to be TVs social partner and new Social TV measurement services coming on-stream will likely mean development of deeper relationships between programming, advertising and social, as consumer experience becomes more joined up.
5. Increase in ‘connected’ set-top boxes.
The number of internet-connected set top boxes will continue to grow strongly and this will have an impact on how we view content.
- A decrease in ‘connected’ use of Smart TVs as set top box interfaces increasingly become the default for TV and on demand services.
- The viewing of catch-up through iPlayer, 4OD, etc, increasingly accessed via set top box digital platforms rather than direct.