Tuesday, November 29, 2011

Parks Associates research finds consumers okay with personalized ads

One-fourth of Millennials Use Mobile Phone To Research Purchases

With rapid changes in consumer shopping and TV-viewing habits, advertisers need to develop innovative ways to monetize the connected, multiscreen consumer experience, says international research firm Parks Associates. The firm reports consumer comfort with personalized advertisements is increasing, with 45% of U.S. 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 personalized 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 behaviors. 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."

Parks Associates press release - Comfort with Personalized Ads

Almost one-third of U.S. 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 U.S. broadband households want the ability to scan product barcodes for price and promotional information on their next mobile phones.

Companies must account for these rapid changes in shopping and TV-viewing habits. Among the early ventures in this market, 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 23% of users interacted with the second-screen ad.

Advertising Strategies on Connected TVs assesses the U.S. connected-TV advertising market. The report evaluates the main connected-TV advertising business segments, assesses device usage, reviews advertising strategies, and examines the revenue potential for the emerging ad medium. The study concludes with a presentation of the strategic opportunities and market challenges for industry investors.

For more information, visit www.parksassociates.com or contact sales@parksassociates.com, 972-490-1113.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media. http://www.parksassociates.com

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