Research shows smarter TV ads coming soon

Research shows smarter TV ads coming soon

Murdoch University’s Audience Labs has tested using people’s web-browsing behaviour to select the TV ads they watch, a development it says could benefit viewers and advertisers as long as privacy concerns are addressed.

B&T Magazine
Posted by B&T Magazine

"Right now, TV advertisers target commercials based on demographics such as age, gender, lifestyle and location, but this information can quickly become out of date and viewers are often given ads for products they’re not interested in,” said Dr Steve Bellman of Murdoch University.

"As cable and internet get more closely packaged – and as more people watch TV ads on catch-up TV sites such as SBS On Demand and Yahoo!7 – advertisers are looking at ways to evolve the TV ad model and get effective bang for their buck.”

He said advertisers estimate that about half their ads are wasted on the wrong viewers, and viewers are avoiding irrelevant ads.

"Our study shows that using people’s digital footprints adds a new layer of real-time information that enhances ad effectiveness for viewers and advertisers, though only for certain products,” said Bellman.

He added that web-targeted TV ads were especially useful for ‘low-involvement products’, those that advertisers know consumers are actively looking to buy, because that’s the only time they’d look for them online, including fast food, beverages and home cleansers.

“Ads for high-involvement and lifestyle products, such as cars, computers and clothes, tend to be intrinsically interesting all the time, whether or not you’ve just been looking at these products on the net.

“We need to be sure people are OK with this level of information sharing and that the technology is sufficiently advanced to take into account issues such as multiple viewers and computer sharing,” he said.

Latest News

The 30 Under 30 Awards – The Winners Announced!
  • Media

The 30 Under 30 Awards – The Winners Announced!

Last night B&T celebrated the achievements of all the up and coming young-guns in the industry at the 30 Under 30 Awards, presented by The Newspaper Works. With a packed house of almost 400 people in attendance, and many others requesting last minute tickets, the evening – at Sydney’s super-swish NSW Art Gallery – was a rip-roaring […]

by B&T Magazine

B&T Magazine
News Corp Announces Young Lions Winners
  • Media

News Corp Announces Young Lions Winners

News Corp Australia today announced the winners of the 2015 Australian Young Lions competition. News Corp Australia is the official Australian representative of the 2015 International Cannes Lions Festival and 2015 Spikes Asia Festival and this is the seventh year it has supported the Cannes Young Lions competition. Five winning teams of two will go […]

QMS Erects Giant Billboard In Adelaide
  • Advertising

QMS Erects Giant Billboard In Adelaide

QMS, Australia’s fastest growing outdoor media company, has officially ‘switched on’ its second landmark digital billboard this week, this time in Adelaide, with the launch of the iconic Hindley Street portrait site.

Here’s Some Learnings For Brands About Aussie Food Trends
  • Media

Here’s Some Learnings For Brands About Aussie Food Trends

Australians have a passion for food but are seeking more authentic, conscientious and shareable food experiences, with new taste sensations and fresh, local produce topping the menu, according to a new study from Australia’s cross-platform audience insights survey, emma™ (Enhanced Media Metrics Australia).

Child holding stack of books with mortar board chalk drawing on blackboard concept for university education and future aspirations
  • Media

Vizeum Acquires Acquire Learning Media Account

Acquire Learning has appointed Vizeum Melbourne to manage media buying and campaign implementation as part of the broader strategy to position Acquire as the leader in the emerging global education-to-employment market.

News Corp Announces Cannes Lions Winners
  • Media

News Corp Announces Cannes Lions Winners

News Corp Australia has announced the winners of the 2015 Australian Young Lions competition. Five winning teams of two will go on to represent Australia in the International Young Lions Competition at the 62nd Cannes International Festival of Creativity being held from 21-27 June 2015. The five winning teams are: Digital: Emma Borland and Lucy Downs […]

Kiev, Ukraine - December 03, 2011 - Woman hands holding and touching on Apple iPad2 with Google search web page on a screen. This second generation Apple iPad2 is designed and development by Apple inc. and launched in march 2011.
  • Advertising
  • Media

Google Launches New Mobile App Products

Google believes the world needs more ads and they're going to give you just that when you use the Google Play store.

by B&T Magazine

B&T Magazine