Rovi to Enhance Smart TV Advertising Network With Advanced Targeting, Engagement and Measurement Features

written by: Richard Kastelein

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Rovi Corporation today announced a major update to its Rovi Advertising Network aimed at providing marketers with advanced tools for driving higher rates of engagement with TV advertising across set-top boxes, connected TVs, media players, game consoles and more. New features are designed to enable consumers to more fully interact with the products and services that interest them — from immersing themselves in related multimedia content and social networking activities, to requesting more information and making direct purchases. In addition to feature enhancements, Rovi is also continuing to expand the reach of its Ad Network, with new deployments on connected TVs and media players from Samsung and Sony. Currently, Rovi's advertising services, products and technologies together reach more than 40 million households globally.

Unveils a Range of Powerful New Tools to Help Brands Capture Viewers' Attention Across Multi-Platform Ecosystem:

"The Rovi Advertising Network enables brands to not only utilize platforms that combine the visual appeal of TV advertising with digital metrics, but also deliver information at an opportune time when consumers are making decisions," said Jeff Siegel, senior vice president of worldwide advertising at Rovi Corporation. "Eighty percent of respondents to our recent Smart TV study indicated they noticed the presence of ads, and a third of those chose to click on them. Having worked to establish a new viable ad channel, we are now focused on enhancing our network to help clients develop campaigns that drive higher levels of consumer engagement and results."

Rovi Advertising Network Enhancement highlights:

Targeting:

— Rovi plans to introduce new targeting capabilities for identifying TV consumers based on a wide range of geographic, demographic and psychographic data. Expanded targeting can help advertisers reach their most relevant consumer audience segments, with capabilities that may include targeting by postal code, continent, direct marketing area, age, household income, or their genre-based searches, among other options.

Engagement:

— Rovi Advertising Network plans include the following: — Supported by an in-house creative team, the Rovi Advertising Network plans to provide additional multimedia functionality to help advertisers extend brand engagement through pre-roll video insertion and the ability to embed long-form video within a dedicated advertiser portal to keep consumers engaged with the advertiser's message instead of navigating away. — Request For Information (RFI) support for click to call, email, and quick response (QR) codes within advertisements, designed to help generate new leads by enabling consumers to respond immediately using their remote controls, mobile devices, or online prompts. — Social networking options for consumers to continue interacting with an advertiser's brand and share information using popular sites, which in turn is designed to help advertisers deepen their consumer relationships and broaden their reach while gleaning key insights about target audiences and brand perception.

Commerce:

— Rovi is planning to include TV commerce capabilities to make it possible for consumers to immediately purchase product and services that are seen in and associated with related video programming, simply by using their remote control.

Measurement:

— Rovi is also bolstering ad measurement and reporting tools with some of the most advanced TV metrics available today, with the goal of helping advertisers glean key insights and evaluate, refine, and optimize ad spend with new evaluation metrics that are planned to deliver time spent, as well as unique impressions, conversions, and click-throughs based on census or sample metrics.

Rovi Advertising Network targets advertisers, agencies and brand marketers, providing highly measurable and interactive TV advertising options designed to reach an engaged consumer audience that is actively seeking live, recorded, on demand, cable or network programming. The networkenables advertisers to make a consolidated media buy across multiple interactive TV platforms, including Internet-connected devices — set-top boxes (STBs), TVs and Blu-ray(R) Disc players, media players, game consoles and other OTT (over the top) devices — and leading service providers. Used by leading brands from a variety of industries including Carnival, Channel Four, and Bank of Montreal, the Rovi Advertising Network enables marketers to reach millions of TV viewers across the many platforms that comprise the TV entertainment experience today.

Rovi and Nielsen recently released the results of phase II of their Smart TV Study, which was designed to assess the effectiveness of a range of interactive advertising on the connected platform. Participants in the second phase were from a variety of industries such as travel, food, and entertainment.

Adoption of Internet connected devices in the living room is growing rapidly and, given the positive usage and awareness levels that they saw in the first phase of the study, it doesn’t look like the growth will slow anytime soon. With connected devices heading quickly to the mainstream, they really wanted to look deeper at consumer ad awareness and, importantly, how they interact with a variety of campaigns. The goal here was to move past the discovery phase and give clients more of the information they need to hone their campaigns and drive real results.

 

In order to drive tangible results for the clients, the key is to drive ad awareness, so they were delighted by the fact that 80 per cent of the respondents indicated they noticed the presence of ads, and about a third of those were compelled to click through.

Campaign interaction was promising and perhaps most evident in the statistics related to RFI. In one instance, a campaign managed to garner email addresses from 70 per cent of those visiting, while another campaign motivated over half to call an associated 1-800 number for more information.

Also, a promising sign of the impact of interactive advertising on connected platforms is the fact that many respondents were driven to engage the brand further. In one instance, 85 per cent chose to visit the brand’s Web site after viewing the campaign, while in another instance, 8 out of 10 chose to “Like” the brand on Facebook.

Perhaps the most positive findings of the study were those reflecting intent. In the case of products the intent was to purchase, while with entertainment, the intent was tied to viewing. As shown below, 75 per cent of those visiting a product-related campaign indicated they intended to purchase, while in the case of a show advertisement, a staggering 97 per cent said they intended to view the program.

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