Connected TV (CTV) Advertising, the leader in direct response TV advertising, has recently unveiled their latest technique in consultative services. The company sent out a press release on Thursday explaining that they will incorporate a "new breed of specialists" who will not be hired based on their experience or degree, but on the level of usage and consumption of television. The creation of this new type of consultants comes off of an increasing availability of various content and enhancing personalization now available to consumers of television.
The new group of marketers, called "Couch Consultants," will be working with traditional marketing strategists to develop deeper advertising and more focused targeting, something that broad based researching lack due to addressing the informal group of television watchers. CTV Advertising's CEO, Zachary Weiner, explains, "It’s not just about marketing strategy, and advertising placement, it’s about intrinsically knowing the consumer at the personal level." Weiner also mentions that in order for clients to properly reach the correct groups of TV watchers, such as sports fans, CTV Advertising needs to personally address their audience's viewing wants in order to enhance their experience.
I feel that this is an interesting way to gain an understanding of television viewers' habits as far as what type of ads they pay attention to and what sort of programming allows them to do so. I do think it will be difficult for CTV Advertising to find reliable candidates for their research. I feel that if someone is at home spending more than 4 hours watching TV, then they are most likely not very productive to society -- meaning they may not be the most loyal or motivated employees. If everything works out how they plan on conducting these efforts, I am sure they will receive a better understanding of how people watch TV.
I found this article at Yahoo! News.
No comments:
Post a Comment