"Connected TV is booming, with breakneck growth driving a new kind of ad experience. It's not just about reach - 75% of UK households now own a smart TV - it's also creating scope for richer interactivity and more engaging entertainment. In an ad market set to double by 2028, brands have a chance to capitalize on a new set of consumer viewing habits."
"Ads featuring voice commands are one way to meet this demand, driven by the emergence of smart TV voice navigation. This, along with the popularity of smart speakers in UK homes, opens up a new arena of frictionless experience - and one in which consumers are already primed to respond. Here's how to turn voice commands into actionable TV - and unlock deeper brand engagement:"
"The ideal voice activation in CTV is tailored and playful, with a clear CTA. Viewers react intuitively to voice commands, but only with the right incentive in place to motivate them. In a 2020 audio campaign with Spotify, for example, Estée Lauder used a voice prompt to unlock a free night cream sample. The same cue gave access to a customized playlist designed to help consumers unwind, based on their Spotify streaming history."
Connected TV penetration is high, with 75% of UK households owning a smart TV, enabling richer interactivity and more engaging entertainment. The CTV ad market is projected to double by 2028, creating opportunities for brands to capitalize on changing viewing habits and demand for personalized, playful shoppable TV. Voice commands on smart TVs and smart speakers enable frictionless, responsive ad experiences that can motivate viewers when paired with tailored incentives. Effective campaigns use standout CTAs and contextual triggers—such as live sports or concerts—to offer time-sensitive rewards, samples, discounts, or personalized content that prompt immediate viewer participation.
Read at The Drum
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