Smart TVs create ‘deeper engagement’ between viewer and content

New research has claimed that ads on Smart TVs are more effective at engaging viewers because of the interactive nature of the technology.

The study, undertaken by smartclip and Smart TV manufacturer LG Electronics, states there is a ‘deeper engagement’ between the viewer and the content being viewed, including brand advertising.

“The interactive features that smart TV offers are the key to advertising effectiveness,” said Youngjae Seo, vice president of service platform division at LG. “This research really highlighted that viewers are now predisposed to take action as a result of viewing an ad and advertisers of course need to take advantage of this.”

Over two thirds of Smart TV users interviewed said that they stop to watch interactive ads and have a positive attitude towards advertising on the platform.

Half of the study’s Smart TV users said that they have already interacted with an ad and 31% of people said that they engage in an action as a result of watching a Smart TV ad.

“By creating interactive and incentive driven campaigns for Smart TV, brands can more easily track the influence of their content and measure engagement and resulting actions amongst the UK market,” added Shirlene Chandrapal, senior vice president of Connected TV at smartclip.

“All over the world users are now looking for a more connected viewing experience where apps and the internet play a larger role, so it is imperative that brands monitor whether they are achieving this by measuring engagement.

“This research has revealed that Smart TV has huge potential to engage audiences and we expect to see more and more advertisers capitalising on this platform in more creative ways.”