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Viewers OK with personalised ads

November 30, 2011

Parks Associates reports consumer comfort with personalised advertisements is increasing, with 45 per cent of US broadband households comfortable seeing ads based on their TV-viewing habits and product/service preferences.

The firm’s new report – Advertising Strategies on Connected TVs – recommends advertisers start 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, Parks Associates. “Tablets and smartphones are changing the TV-viewing experience while also becoming natural extensions to shopping-and-buying behaviours. Already one in four Millennials regularly uses a mobile phone to research products or services prior to purchase, and there are multiple apps for Android and other smartphones consumers used during Black Friday to find the best deals, even getting mobile-only offers while waiting in line.”

From the article, "Viewers OK with personalised ads"

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