Effective Interactive TV Advertising is On The Rise

Interactive TV AdvertisingAs dual-screening becomes increasingly commonplace in modern day living rooms, the popularity of using hashtags in television programmes and adverts is also seeing significant growth, as TV takes full advantage of its Twitter presence in order to grow and retain a loyal customer following.

New research from Thinkbox has revealed promising figures for interactive TV advertising, with 75% of audiences admitting to searching for hashtags because they’ve seen them on television.

Twitter and Thinkbox have categorised the functionality of hashtags as either “punchlines” – a creative or entertaining way to sign off a tweet about a TV show, or “sorting” – used as a way to categorise conversations and monitor content associated with particular parts of a show. The hashtag #TVTwitter was launched at this week’s Advertising Week Europe with the aim of measuring exactly how activity from Twitter increases engagement during television viewing and the business benefits this can create for advertisers.

“When consumers are relaxed, the focal point shifts between Twitter and TV depending on what is happening on the screen,” Gordon Macmillan, editorial manager for Twitter, highligted.

“Here viewers might be engrossed in a drama or a movie; they’re paying close attention to the action and aren’t so focused on tweeting as they watch. Come the show’s end, things change. People jump on to Twitter to share their reactions and read those of others — and the volume of tweets spikes.”

Another report issued by social media monitoring company Brandwatch analysed tweets to understand exactly what people had tweeted about a show. The reuslts revealed:

  • 57% of tweets were prompted by actions or personalities of specific characters and guests.
  • 8% was anticipation of watching a show in the near future.
  • 7% was prompted by plot twists, and a further 7% was driven by people directly quoting from a show.

Neil Mortensen, the research and planning director at Thinkbox, said:

“Twitter has introduced another way of doing what comes naturally to us as humans – sharing and conversing – and for that reason, is for many people becoming an important part of the TV experience.

“This research will help advertisers understand more about and get the most out of this blossoming relationship.”