With CES growing larger each year and new tech and consumer gadgets debuting at the turn of every corner, how do brands keep up with the media opportunities that these new devices can offer? More importantly, what are the opportunities that brands should care about? YuMe is here at CES this year to be your CES Media Sextant – navigating you to the most essential tech platforms on the market and the media opportunities they present.
One of the fastest growing devices on the consumer market is the smart TV. Since advertising on smart TV is digitally delivered, many brands think of them as large PCs. In some ways it is. As our smart TV research shows, consumers would click on a smart TV ad that interested them much like they would an online ad. However, another more overlooked benefit of advertising on smart TV is how it compliments a traditional TV schedule.
The larger screens of smart TVs lend to larger ad spaces, where most people are sitting at a distance, relaxing and leaning back to browse. It is a much less cluttered ad environment than traditional TV though, and can be used to reinforce or enhance your brand story. For example, if you are introducing a new variant, smart TV can let consumers do a deeper dive on core benefits or to secure a discount on the next purchase. In fact, our recent creative best practices research showed that ‘value’ was a core ask from consumers when determining if they would engage with an ad.
Another hot trend is consumer wearable technology. While many of the wearables, such as Google Glass and the Samsung Galaxy Gear Smartwatch, started debuting in mid-2013, they will be gaining greater market traction in 2014 as more consumers adapt to the new concept, especially with the next-gen iterations we see at CES. These devices are not necessarily meant to replace the smartphone any time soon though, so a few key points to consider:
- Wearable tech will be highly dependent and tethered to the smartphone. As we’ve seen in our millennial research the smartphone is the ‘awareness machine’, and we are predicting that once price points decline, wearable tech adoption will be high amongst the millennial demographic.
- Since users are unlikely to engage in ads on a small screen, apps for such tech will drive how brands can engage with consumers. Consumers are more likely to adopt new technology if it improves their lifestyle in some way, so a brand-developed app must provide value to the user. In doing so, you can gain the trust (and preference!) of the consumer.
- Wearable tech can provide a wealth of data that could inform advertising on any number of devices. For example, if the smartwatch has a fitness or lifestyle app, CPG companies could target certain products based on their health habits. Retailers could also send SMS-like notifications of deals for the local store within the vicinity of the consumer’s location. Targeting on other identified and connected devices will allow brands to start reaping benefits of a multi-screen advertising approach.
Now that you’ve gotten the scoop, how will you be considering these new technologies in your media plans for 2014?
About the Author
Christie Hartbarger is VP, Strategic Alliances at YuMe.