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CTV Advertising has continued on their initiative to study deep user experiences within second screen synced advertising campaigns and connected TV during the Super Bowl utilizing a unique methodology. Their focus consists of pairing heavy consumer "Couch Consultants" with media strategy experts to yield results outside of the typical business scope.
Zachary Weiner CEO of CTV Advertising stated:
"There is a lot of power within the second screen, but also a lot of considerations and difficult factors when creating brand experiences for consumers. Our belief holds that true two way interactivity found within the first screen holds the potential to have more seamless user experiences, such as our main practice area of connected TV advertising. That said, there are integration methods we are envisioning to address potential problems and could hold a key to unlocking the power of consumer second screens."
The Super Bowl study showcased both potential as well as barriers to successful ad campaigns that utilized a synced second screen. The consultants, all independent of one another were spread across differing demographics and asked to fill out questionnaires and report on their direct experiences before, during and after the game utilizing various companion applications. The basis of the research was to discover primary findings on consumer user experiences with synced advertising placements. A total of ten couch consultants were utilized.
Some initial findings released were as follows:
CTV Advertising is currently looking into further endeavors to deeply evaluate a range of possibilities found within the television ecosystem utilizing traditional methods and their couch consulting program.
CTV advertising provides marketing services, consulting and strategy throughout the world of future TV. Their emphasis is on the intersection of the second screen, social TV and Connected TV advertising. www.ctvadvertising.com