LAS VEGAS — The Consumer Electronics Show has morphed into more of an advertiser's show in recent years and that's helpful as technology shops aim to harness digital data to deliver the right message at the right time to the right consumers, says Jeff Siegel, Senior VP, Global Media Sales at Rovi Corporation in an interview with Beet.TV's Ashley Swartz at CES.
Data has been the watchword for digital marketers, but a key goal of 2013 will be leveraging that data to deliver more targeted ads across screens, he says. Rovi's research on ad campaigns it has run indicates that consumers prefer campaigns they can opt into, with about two-thirds saying they like ads they can interact with in the way they want. In the year ahead, he says Rovi will also be focused on mobile, smart TV and dual-screen interaction. As marketers expand into connected TVs and new screens he advises them to know how the devices should work, how creative should be implemented and what they want to get out of the campaign on the back end. For more insight into advertising and connected devices, check out this video interview.