TV commercials today are not very effective. Advertising agencies shell out thousands or millions of dollars to purchase air time, not including the production costs. Unfortunately this valuable air time is not very worthwhile. Commercials are a shot in the dark. Although they can target specific demographics based on the show, it’s far broader than the type of targeted personal ads that you see online.
A new startup company called ColorTV is trying to change that by producing a top-notch ads platform designed around the TV. The ads are designed to be cinematic: primarily video with some sort of user call to action like installing an app. These TV platforms don’t have good web browsers, so advertisers have to come up with another sort of action.
The startup, although new, seems to be trying to target as many platforms as possible: Android TV, Apple TV, Roku, and other major devices. They already have raised $1.5 million in venture capital funding and have slowly been connecting with developers and marketers.
TVs are fairly different from phones and laptops in terms of the ad experience. In a leanback setting, you’re not expecting to have a lot of interaction with your device and there aren’t too many actions that the user will want to take. Video ads can be lucrative, TV commercials in the US will have brought in $73 billion this year. If ColorTV is able to produce more targeted ads without making the ads too complicated, they can have a compelling platform.
It’s early days, but it’s interesting to see where this will go. What do you think? Let us know in the comments below.