People who have cable TV are familiar with advertisements that are placed on their viewing guides. Others, who view their TV shows online through services like Hulu, are used to advertisements running before or during the show. Advertisers have had to get creative in this new age of DVR, and one of the newest ideas comes in the form of Internet-connected televisions. LG is coming out with a product called the Smart TV, which allows a viewer to use their TV as a traditional set and as an Internet browser. Viewers will be able to watch regular TV browse an app store for games and other items, and watch movies and shows from Hulu and Netflix, all in one place.
Part of LG’s Smart TV launch is a deal with a company called YuMe, which provides video ads and software to different platforms. This deal includes a third party, Toyota Motors. Basically, according to this article, Toyota will be able to place ads for its 2012 Toyota Camry so they are visible when the TV is being used to search or in the TV’s app store. Internet-connected televisions have grown in popularity and are fast becoming the must-have type of TV.
This deal betwen LG, YuMe and Toyota is new, but it won’t be for long. Advertisers are having to come up with new ways of reaching audiences, and this is a logical next step. People who are viewing the TV and see an ad for the 2012 Camry will be able to click a link if they are so inclined and discover more about Toyota’s product. This is practically seamless integration into the new forms of technology. YuMe will eventually be able to adapt the ads to the viewer preference, much like Facebook does today. In the article, this deal is spoken of as if it is an entirely new form of advertising, but I disagree. It does feel like this is the next logical step since advertising is having to change the way that products are marketed to people. A 30-second ad which runs before a TV show has loaded is not unfamiliar to people at this point and a banner ad which shows up during a search screen is a minor annoyance. LG is just getting ahead of the curve in the way that it utilizes its platforms.
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