Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile

Take Action: Connected TVs

There are a number of ways for your brand to take advantage of the connected TV space. The following are a few points we especially want to underscore:

1. Match the message to the audience.

The user base of connected TV devices can vary widely. You must be careful, for example, not to run creative targeted at women on a primarily male-dominated platform. Approach this space with the mind-set that each connected TV solution is a unique opportunity and assess it accordingly.

2. Emphasize the “connected” part.

Although the word “TV” appears in “connected TV,” you are doing yourself and your audience a disservice if you simply run traditional TV commercials. Design your creative with engagement and interactivity in mind. This is the real power that comes from the convergence of television and the Web.

3. Make it your own.

An app on a connected TV is a bit like a channel on traditional TV. If your brand has compelling content to share in a consistent serial format, consider creating your own channel that can appear (through partnership integrations) across a variety of connected TV devices.