31 January 2024
If you’re a publisher, advertiser, or brand looking to reach today’s TV viewers, understanding how these potential customers engage with their devices, the content they watch, and the advertising they see is key to success.
However, in recent years, a combination of circumstances has transformed when, how, and where people consume video content. In 2020, the world was met with a pandemic that completely altered our lives — sending us into lockdowns, quarantines, and work-from-home situations. This inevitably fuelled an increase in media consumption on a global scale — particularly when it comes to home usage, as our living rooms became the epicentre of a whole new lifestyle. In addition, more accessible technologies have led to booming adoption rates for smart, connected devices. A proliferation of screens, platforms, and content has created numerous touchpoints and scattered our attention far and wide. And new adtech solutions are giving brands more opportunities for targeted ad delivery than ever before.
That’s why we teamed up with RTL AdConnect to commission in-depth research — across ten countries and with more than 8,500 participants — that will improve our understanding of how these changing variables have impacted European media consumption habits, particularly in regard to the ‘big screen’.
On Tuesday 3 May 2022, we presented these results in an online show The New Life of the Living Room, which streamed live from Paris.
During the show, acclaimed TV & radio journalist Louise Ekland dove into the key findings from this research with the help of an array of industry experts such as Dr. Oliver Vesper, Stephane Coruble, Daniel Bischoff, Jean-Baptiste Moggio, Henning Nieslony, and Antje von Garnier. We shared the challenges that have emerged and proposed practical, actionable solutions that can help brands leverage the power of TV advertising in today’s landscape.
As an adtech champion, I enjoyed sharing my insights on innovative new TV advertising formats and advanced targeting solutions available to brands today. I explored the opportunities that TV’s shift to digital presents, allowing brands to move beyond the one-to-many approach of traditional TV advertising and harness the potential of a one-to-one targeted approach. I also presented some of the latest non-intrusive ad formats and unique storytelling opportunities available — as well as ways to reduce ad fatigue and retain attention.
The viewing experience will always be evolving, but there is one constant amid the many changing variables — the viewer. That’s why it is so essential for us all to have a deep understanding of their habits and their environment, and only by having this can we make smart decisions that will optimise media budgets and campaigns.
If you missed the live event and would like to watch the replay, or if you would like to download the full research report, you can do so at www.newlivingroom.tv
Shira Leffel is the VP of Marketing & Product Education and is responsible for leading the central European marketing and product education department at smartclip. She has lived and worked in the United States, Canada, Israel, Mozambique, Brazil, and now Germany. Shira comes with extensive experience in marketing for B2B technology startups. She has built out marketing teams and strategies—her core expertise lies in content strategy, most notably inbound content marketing. Shira graduated Summa Cum Laude and First in Class with an M.A. from Tel Aviv University, and First Class Honours with a B.A. from the University of British Columbia.
Shira Leffel
VP Marketing & Product Education
