Smart design improves CTV viewing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 29, 2021, 1:53 AM UTC

Implementing smart design can help brands streamline the viewing and discovery experience on TV.

Consumers are experiencing choice paralysis as content production accelerates and streaming services invest in exclusive content. The variety of options available frustrates and overwhelms 29% of audiences, as per PWC. While viewers appreciate the control over content, they prefer assistance.

Brands can use insights from connected TV (CTV) to make content more discoverable, as CTV can have a smart design and offer suggestions based on users’ interest and viewing history. Delivering personalised TV experiences and making content easily discoverable can drive purchase decisions.

Data from CTV households can help brands evaluate consumers’ interactions with their Smart TVs and assess viewing trends to craft personalised recommendations. Ben King, chief subscription officer at DAZN, states, digital-native platforms “live and survive on data”, and brands must leverage them to enhance viewing experiences.

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