Facing Digital Cannibalism, Operators Can Consider Mobile-TV Ad Approaches

By Tara Seals April 14, 2015

While digital consumption of TV content continues to grow, advertising is following suit. Analyst group Forrester predicts that digital spending will reach $103 billion within the next four years, compared to $85.8 billion for TV, a market share of 30 percent. But, that doesn’t mean that TV won’t remain a critical driver of revenue for pay-TV and broadcasters, especially when paired with mobile companion apps.

Strategy Analytics meanwhile said that brands will spend more than $79 million on TV this year – 42 percent of all spending. But digital is set to hit 36 percent of all advertising spendings by 2019 and take the top spot from TV for the first time. Against this backdrop, smart advertising technology can help broadcasters keep TV advertising relevant in the digital age.

“Brands are flocking to digital advertising because it offers a level of interaction and accountability not seen in other more passive mediums,” Dan Wagner, CEO and founder of Powa Technologies, which offers mobile commerce platform PowaTag. “Broadcast has long guaranteed a huge mass audience, but businesses are effectively walking in the dark, with only the loose correlation of viewing figures and sales uplift to go by when judging ROI.”

Image via Shutterstock

With 66 percent of Americans now regularly second-screening, according to Statista, mobile apps can complement broadcast ads.

He added, “Smart advertising is the key to broadcasters avoiding obsolescence, enabling viewers to immediately interact with adverts in real time directly, unlocking rich customer engagement opportunities as the ad is playing, rather than leaving it to chance that they will remember later.”

For instance, PowaTag allows users to scan the screen or hold their phones up to recognize specialized audio tags, allowing them to instantly complete purchases and donations, enter competitions and request product information.

“Brands are no longer willing to spend millions of dollars on advertising campaigns if they are unable to effectively measure the results,” Wagner said. “By creating interactive smart ads, broadcasters will be able to combine their huge reach with the visibility of digital campaigns, enabling the medium to retain its spot as the leading platform.”




Edited by Dominick Sorrentino

TechZone360 Contributor

SHARE THIS ARTICLE
Related Articles

Four Reasons to Reach for the Cloud after World Earth Day

By: Special Guest    4/23/2018

The World Earth Day agenda offers a chance to flip the rationale for cloud adoption and highlight environmental benefits that the technology brings pr…

Read More

Bloomberg BETA: Models Are Key to Machine Intelligence

By: Paula Bernier    4/19/2018

James Cham, partner at seed fund Bloomberg BETA, was at Cisco Collaboration Summit today talking about the importance of models to the future of machi…

Read More

Get Smart About Influencer Attribution in a Blockchain World

By: Maurice Nagle    4/16/2018

The retail value chain is in for a blockchain-enabled overhaul, with smarter relationships, delivering enhanced transparency across an environment of …

Read More

Facebook Flip-Flopping on GDPR

By: Maurice Nagle    4/12/2018

With GDPR on the horizon, Zuckerberg in Congress testifying and Facebook users questioning loyalty, change is coming. What that change will look like,…

Read More

The Next Phase of Flash Storage and the Mid-Sized Business

By: Joanna Fanuko    4/11/2018

Organizations amass profuse amounts of data these days, ranging from website traffic metrics to online customer surveys. Collectively, AI, IoT and eve…

Read More