An Association of National Advertisers/BrightLine survey says one in five -- 22% -- “engaged” in connected TV/OTT advertising over the past year. “Lack of familiarity” was the main reason for those not currently engaged.
The time frame for engagement in ads seems more murky: 13% intend to engage in connected TV advertising over the next year, while 59% are unsure.
Still, viewing of over-the-top streaming devices on connected TV sets is rising precipitously -- 380% in the first quarter of this year over the year before.
The June 2015 study of ANA members included 215 client-side marketers -- 51% who are "senior marketers" and 49% who are "junior marketers" with on average 15 years of experience in marketing.
A little less than half of those respondents said they allocated 1% or less of their total TV advertising budget to TV.
Nearly half of current connected TV/OTT advertisers -- 48% -- plan to allocate more media budget next year, with money coming from traditional TV activity
(71%) and digital media (37%).
BrightLine, a provider of rich media/interactive solutions on TV for the entertainment and advertising industries, has produced 600 executed programs for companies for over 90 million TV households.