If retailers wanted to reach an audience of 20 million a few years ago, it would have been enough to run an advert during Coronation Street.
But now that viewers have the ability to fast- forward through ads or watch recorded programmes using catch-up services, the nature of advertising has changed.
Some of the industry’s big names are starting to respond to this. Marks & Spencer is one, having become the first to use internet connected TV. The retailer has launched an app on Samsung’s Smart TV, which once downloaded onto the viewer’s set-top box can be used to watch M&S content and browse products. The app was developed by Adjust Your Set and the video agency says the experience is very similar to downloading an app onto your smartphone. It allows viewers to watch M&S content as and when they choose.
There’s an ecommerce element to it as well, as QR codes appear on the featured products. Viewers can point their phone at the TV and be directed to the mobile site.
While the content featured on the M&S app isn’t new – the videos on the application can also be viewed on its website – the approach taken is an interesting one. M&S will learn which types of products sell well in this channel, and ascertain what users respond to.
What is important at this point is that it is in the testing stage. The market for internet-enabled TV is poised to take off and retailers will need to know how their marketing material can be adapted to the channel.
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