Post by account_disabled on Dec 30, 2023 6:48:52 GMT
One of the great challenges of television marketing and advertising campaigns was to obtain data from the users who consumed our content and to be able to segment this audience with greater reliability. All this has changed thanks to Connected Television or Connected TV in English. Let's talk about connected television The arrival of the Internet, digital media and devices such as laptops and smartphones achieved what traditional media could not do before, obtaining detailed and accurate information from consumers in almost real time. Going from the traditional television model to connected television has been a process of several years, although with the arrival of this new decade, it will be consolidated as the preferred way of consuming audiovisual content. The device that was once called the 'magic box' regains the relevance that had disappeared. Panorama of connected television in Spain Connected TV has grown exponentially in reach over the last few years. In 2019, around 60% of Spaniards owned a Smart TV.
Of them, 85% used it to consume audiovisual content, according to data from IAB (Interactive Advertising Bureau). In addition, consumption of on-demand television SVOD (subscription content), such as Phone Number List Netflix, Disney Plus and Movistar, grew by 105% . For its part, AVOD content that monetizes through advertising (Youtube, Dailymotion) had an increase of 53% . It is interesting that 71% of users of digital audiovisual content services acknowledged accessing them through a Smart TV. Not only that, according to E-Marketer , Spain will have more than 20 million users of the subscription OTT service by 2021. Likewise, television consumption schedules are changing. With connected Television , the morning becomes more relevant , growing 87% compared to the other times of the day. Golden opportunity This panorama of connected television in Spain opens a path of countless possibilities , especially for the generation of advertising campaigns on connected televisions compared to advertising campaigns on traditional television. The ability to carry out programmatic advertising on television will generate greater interaction with the target audience.
Not only that, but we will be able to reach those segments that until now were not digital consumers. The signal is clear: in the last two years, Connected TV advertising impressions have tripled , a reliable sign that digital advertising on television is the future . More benefits of Connected TV It is important to emphasize how this new television offers more significant advantages over traditional TV. The first is the importance of audience segmentation . Although we already addressed this issue, it is worth highlighting that before the Internet it was practically impossible to have an exact segmentation of the public that consumed multimedia content. Today, through connected television you will be able to more precisely target advertising towards the target you are looking for . This way you will optimize resources. If on traditional television you paid for a space in the children's segment, you could not be 100% sure who would consume this content. Now you can program your advertising for a much more specific audience , reaching both parents and children (with the previous example). This way you will know what type of content children consume and what adults enjoy.
Of them, 85% used it to consume audiovisual content, according to data from IAB (Interactive Advertising Bureau). In addition, consumption of on-demand television SVOD (subscription content), such as Phone Number List Netflix, Disney Plus and Movistar, grew by 105% . For its part, AVOD content that monetizes through advertising (Youtube, Dailymotion) had an increase of 53% . It is interesting that 71% of users of digital audiovisual content services acknowledged accessing them through a Smart TV. Not only that, according to E-Marketer , Spain will have more than 20 million users of the subscription OTT service by 2021. Likewise, television consumption schedules are changing. With connected Television , the morning becomes more relevant , growing 87% compared to the other times of the day. Golden opportunity This panorama of connected television in Spain opens a path of countless possibilities , especially for the generation of advertising campaigns on connected televisions compared to advertising campaigns on traditional television. The ability to carry out programmatic advertising on television will generate greater interaction with the target audience.
Not only that, but we will be able to reach those segments that until now were not digital consumers. The signal is clear: in the last two years, Connected TV advertising impressions have tripled , a reliable sign that digital advertising on television is the future . More benefits of Connected TV It is important to emphasize how this new television offers more significant advantages over traditional TV. The first is the importance of audience segmentation . Although we already addressed this issue, it is worth highlighting that before the Internet it was practically impossible to have an exact segmentation of the public that consumed multimedia content. Today, through connected television you will be able to more precisely target advertising towards the target you are looking for . This way you will optimize resources. If on traditional television you paid for a space in the children's segment, you could not be 100% sure who would consume this content. Now you can program your advertising for a much more specific audience , reaching both parents and children (with the previous example). This way you will know what type of content children consume and what adults enjoy.