CASE
Navigating Connected TV: The new kid on the video advertising block
How online community & Consumer Connect insights helped DPG Media Advertising to keep up with evolving viewing motivations and uncover the impact of Connected TV on the advertising experience.
How it started
Connected TV, which streams video content through internet-connected devices on TV screens, has seen tremendous growth in recent years. In Belgium, no less than 60% of families now own a smart TV.
This rapid expansion presents new opportunities for DPG Media Advertising, the sales house of a leading media company in Belgium. To capitalize on these opportunities, they needed fresh insights into people’s viewing motivations and experiences, as well as how they perceive ads on Connected TV compared to other devices. The research team of DPG Media Advertising particularly wanted to understand the value Connected TV offers to advertisers.
How we inspired change
We set up and online community and consumer connect sessions:
- Online community: we invited 50 Belgian consumers, aged 18-54, to participate in a series of diary tasks and discussion activities over two weeks. This provided DPG Media insights into people’s video content watching experiences, motivations and advertising experience.
- Consumer Connects: we matched DPG Media with carefully selected Connected TV viewers from the community. The Connect sessions allowed stakeholders from the Advertising team to directly connect with consumers and bring the insights to life. During these sessions, the DPG Media team was in full control, with Human8 offering backroom support as needed.
How it lives on
The insights were presented in an online webinar organised by DPG Media Advertising, where they introduced advertisers to the new trends in video consumption in Belgium. The focus was on the rapid rise of Connected TV in this market and how it offers a new and unique video experience that combines the strengths of linear TV and online video.
The research supported DPG Media by showing that advertising via Connected TV is highly valuable for advertisers. We found that advertising on Connected TV is effective due to good ad acceptance and co-viewing. Connected TV on BVOD & SVOD platforms* provides the best viewing and advertising experience, with co-viewing significantly increasing the value of the impressions in an online video campaign.
*BVOD: Broadcaster Video on Demand | SVOD: Subscription Video on Demand
“Thanks to Human8, we now have a much deeper understanding of the uniqueness of Connected TV consumption, which enables us to create more value for advertisers and agencies. This wouldn’t have been possible without Human8’s excellent translation of our briefing into a robust research design and a proactive follow-up during the project.”
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