Smart TV's: The Emergence of a New Advertising Medium

At CES this year, with WPP's chief Sir Martin Sorrell flying in from London and Publicis' chairman Maurice Levy in from Paris, along with hundreds of advertising and brand executives, the annual electronics show was very much an advertiser expo this year.

From our vantage point, the technology getting the most attention from marketers was the new crop of Smart TV's along with  technologies which power Internet-enabled television including game consoles and platforms including Google TV

We spent a good good deal of time on the convention floor and in hotel suites reporting on this story where the advertising opportunities around the growing medium were explained by executives from LG Electronics, Samsung, Razorfish. Dailymotion and YuMe.  (Please watch our interviews linked here.)

Although a nascent medium, with perhaps as little of one-percet of digital media buy at this point, the medium is ready for growth, says Frank Barbieri, SVP for Emerging Platforms at YuMe, the online video advertising services company.

In this interview, Barbieri explains the opportunities around the new medium which he says combines the "power of the Internet advertising coupled with the impact of television."

YuMe, which counts Samsung as an investor, made several announcements at the show including this one to measure brand impact around ads served on connected TV's.

You can find this post up on Beet.TV

 

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Comments

[gabriel72]

10:13 AM on 02/08/2012

advertizing is a failed industry. In the 50s it had some use to the consumer. It paid for the tv programing. Today the consumer is duped into funding the programing while the content distributor pockets the pure profit that ads generate. Funding the dead industry that is content distribution. The distributors are only in business at this point because they pay our politicians to legislate their existence. The content producers and the end user both want out of this system, and will find a way to break free. the companies who help this new system will come out far better than the ones who continue to follow the old ways

[juanloverboy]

02:02 AM on 03/07/2012

I agree that is why Smart TVs are better have the internet just subscribe to the content you want and watch it when you want it.

Smart TV is a move in the right director away from content producers getting little benefit and the end user forced to watch meaningless ads.

All media should be like a podcast free with ads when you want it how you want it or paid and when you want it how you want it.

Smart TVs are going to help this.

[gabriel72]

08:43 AM on 03/07/2012

I dont think you get how TV currently works. The company that owns ESPN calls Comcast. They demand that Comcast buy espn Samoan belly floping channel. Comcast sees that they cant sell that. They cant get you to watch that. But they cant live without ESPN so... Poof, You have a new channel. So Comcast has all this programing that they have to pay for, but cant get you to look at... If they also had to sell it to you by the show, well the system falls apart.