“As of the end of 2016, living room TVs still accounted for 92% of viewing time in the US.” The way we watch TV is changing, but TV is still number 1 platform for advertisers. To learn more about the advantages of programmatic TV and why TV is still king for advertisers, click here.
A recent patent application made by Apple has created a buzz around the advertising industry. With online content quickly merging with television, creating a device that can control weather or not a user watches a commercial is a foray into the next steps for advertising. Televisions would have the technology built in and users may potentially receive them at a discount or even for free acknowledging that they would have to comply with the advertising engagement of actually watching and participating in commercials. For example, the commercial may appear, but the viewer would have to actively click on a portion of the ad to continue on with the programming they are watching.
While this type of advertising could mean better trackability of ads and exact exposure rates, it could also result in consumer backlash, or even a failed investment for Apple. It will be interesting to see if or how Apple develops this technology, but for now it’s only a patent. Read more at The New York Times.com.