IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, French Polynesia Email List their implementation and their success stories It may be more complete and of higher quality, it may have more limited intelligence capabilities: what is clear is that smart televisions, smart TVs, are more and more common and are more and more present in everyday life. of consumers. The fact that the consumption of linear television has fallen and that the number of views of streaming and on-demand content has increased has also made these devices even more attractive, since they provide direct access to the apps of the services.
The fall in prices of smart TVs has done the job: right now they are priced competitively enough that consumers end up getting one. But do smart TVs have a less bright side? Are you opening a new territory in data and access to information? The analyzes indicate that yes, concluding that smart televisions are already ‘spying’ on their users. The ultimate goal of tracking what they see on their screens involves getting to know them much better. The service can be more personalized, but also, as they point out in an analysis in The Washington Post , the door opens to a new frontier in advertising and in its targeting. As they explain in the Post’s analysis , the fall in smart TV prices is explained by this reason.
Prices are lower, because smart TV makers have found a new way to cash in on them. The data collection moves in a field, yes, a bit swampy (and go ahead that the analysis of the Post part of the US market and that in the European, with the data protection law through, everything would be much more complex ). As they point out in the analysis, television is subject to an American law from the 1980s that guarantees privacy, but in this space it is jumping with the argument that television is watched by the family unit (therefore it is not a private use ). In Europe, let us remember that European data protection regulations require prior consent to be requested. What do televisions measure The Post analyst did a first-person study, using a tool that measured the information his smart TV collected. Tracking notices were recorded when I was watching content on streaming apps – as expected – but also when I was watching linear TV broadcasts. Not only the applications of the VoD services collected usage data, the television itself did so as well. Basically, every once in a while, smart TV sends information about what’s on the screen to the TV manufacturer, he explains.
As the analyst points out, what is on the TV screen is not sensitive information such as bank details, but it does give a realistic vision of what your interests are, your personality traits and even those things that you see but do not really want. it is known (the so-called guilty pleasures). The data, as explained to you by some of the companies that buy this type of information, then helps to design ads that work better and measure better results. But, in addition, TV data better profile audiences because they are crossed with other sources of information and allow you to define in a real way what interests you.
This happens, they add, because televisions are no longer so much ‘the dumb box’ as small computers. A previous study The Post’s analysis is not the first to address how smart TVs have become a new source of data. In September 2019, the Financial Times already collected the conclusions of a study by Northeastern University and Imperial College London that pointed out how certain smart TVs and certain streaming devices, such as Amazon’s Fire TV, were collecting data and using it as material for understand viewers. In fact, the researchers pointed out that the data was being sold to third-party advertisers (including Google) and to companies like Netflix (whether or not you had an account with them).
The study had been done with 81 devices in the United States and the United Kingdom, which was then still a member of the EU and was under community law. Those responsible concluded that third parties that receive information based on smart TVs and streaming stickers accessed information about what devices are used, where they are located and even, they estimated, perhaps what the viewer was interacting with. Some companies, such as Netflix, pointed out the data to the FT , pointing out that the data they received was only used to measure Netflix results and see how it worked on screen.