With Apple’s recent announcement of TVOS that allows their version of the connected TV to support the same content users get on their other devices, mobile app advertisers have a chance to make a small hop to a bigger screen.
adjust, a mobile analytics platform, has expanded its mobile ad analytics platform to support apps for the Apple TV.
iOS developers will be able to quickly port their iPad and iPhone apps to the Apple TV. adjust can now provide analytics for those efforts.
Connected TVs are in their early days as ad platforms, but they have the potential to be extremely disruptive to the TV ad space. Already, on-demand TV and movie streaming is altering the space for traditional models: Netflix is slated to surpass CBS, Fox, ABC and NBC for viewing by 2016.
Some analysts have noted that TVs are traditionally considered to be lift channels, better suited to branding and mass marketing. As connected TVs increase in popularity and cross-channel attribution becomes more accurate, that shift will change the medium. That allows marketers to produce more personalized ads across every device an individual uses.
Currently, only 43% of all marketers say they are familiar with connected TV, according to a study by the Association of National Advertisers and BrightLine. Half of marketers currently advertising on connected TVs say they will increase spending.
The main reason that marketers don’t engage with connected TVs is a lack of familiarity with the medium.