Study: Connected TV Viewers More Receptive To Advertising

by , Nov 8, 2012, 3:20 PM
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Smart-TVMore smart TV capability has been forecast for the future. But what does it really mean for TV marketers and interactive advertising?

Estimates are that around three-quarters of North American TV homes will have smart, Internet-connected TV sets and/or equipment -- around 87 million of them -- in four years, according to a report from media researcher Parks Associates. A significant number of those 87 million connected TV homes come from Blu-ray units, according to Parks.

The study was commissioned by Rovi Corp, the electronic TV program guide provider that has built an interactive advertising platform around connected TV sets and TV service providers.

Concerning interactive, connected TV advertising, the research says that over 50% of connected TV homes find that consumers "consider these ads as content, containing useful and valuable information."

Research also says that 55% of connected TV homes earn at least $75,000 annually and own 11 Internet-enabled devices on average. Some 72% of connected TV owners say the connected platform makes watching TV more convenient; and 49% of connected-TV viewers depend on connected TV platform when they are unsure what to watch.

“Consumers are more receptive to advertising that takes this brand-infused approach,” stated Jeff Siegel, senior vice president of worldwide advertising for Rovi. “Advertising on connected TVs provides more immersive brand experiences and has a positive impact on consumers."

Connected-TV homes for this study are defined as households that have smart TV or Blu-ray player connected to the Internet.  Parks Associates forecasts over 70 million Blu-ray players, a majority of which can be connected to the Internet, will be sold worldwide in 2016.

4 comments on "Study: Connected TV Viewers More Receptive To Advertising".

  1. Doug Garnett from Atomic Direct
    commented on: November 9, 2012 at 6:37 p.m.
    My guess... This research doesn't really hold up. But, they never reveal quite enough to tell... But we should be cautious, as always, with new research funded by the guys who need the answer to be what came back.
  2. John Grono from GAP Research
    commented on: November 9, 2012 at 6:59 p.m.
    A converse interpretation could be that viewers more receptive to advertising are more likely to acquire connected TVs.
  3. Tom Cunniff from Tom Cunniff
    commented on: November 12, 2012 at 8:43 a.m.
    There's no reason believe that acquiring a new device makes you any more receptive to advertising. There is every reason to believe that when you get a new toy, you want to press all the buttons to see what they do.
  4. Kevin Horne from Lairig Marketing
    commented on: November 12, 2012 at 5:34 p.m.
    "More receptive to advertising"...as related to whom? Lazy, lazy article,

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