Consumer comfort with personalised advertisements is increasing, with 45% of US broadband households comfortable seeing ads based on their TV-viewing habits and product/service preferences, new research from Parks Associates has revealed.
This could likely create an opportunity for advertisers to expand their personalised ad campaigns to include new companion devices such as the iPad.
"Second-screen synergies are important to connected-TV developments as these extensions enhance interactivity and draw consumers closer to the brand," said Heather Way, research analyst at Parks Associates.
"Tablets and smartphones are changing the TV-viewing experience while also becoming natural extensions to shopping-and-buying behaviours."
With rapid changes in consumer shopping and TV-viewing habits, advertisers need to develop innovative ways to monetise the connected, multiscreen consumer experience, said Way. Already one in four Millennials (teenagers) regularly uses a mobile phone to research products or services prior to purchase, and there are multiple apps for Android and other smartphones that consumers use to find the best deals, even getting mobile-only offers while waiting in line.
Meanwhile, almost a third of US tablets owners are searching for show-related information while watching TV. Nearly 50% of smartphone owners rely on apps for daily information and entertainment purposes, and 55% of US broadband households want the ability to scan product barcodes for price and promotional information on their next mobile phones.
Some companies are already taking into account these rapid changes in shopping and TV-viewing habits. Honda, Starbucks, Paramount Pictures, Procter & Gamble, Progressive Insurance, and NBCUniversal are all experimenting with the Shazam TV app, which allows viewers to identify a TV program or advertisement through "audio fingerprint" technology. Invidi has developed a TV-tagging system, dubbed SnapPing, which lets viewers identify content and ads using an iPhone, iPad, or Android-powered smartphone. Second Screen Networks recently ran a cross-platform ad campaign with USA Network and Ford, with results showing that 23% of users interacted with the second-screen ad.