With the number of North American homes with a smart TV connected projected to hit 87 million by 2016, new research from Parks Associates is predicting that these Internet-connected TVs will open up new advertising opportunities.

The research, which was commissioned by Rovi, found that in Rovi-served connected homes 58% indicated that "advertising in the connected platform is an effective medium to communicate with viewers in the household."

"Connected TV systems have the ability to change viewer perceptions of advertising," said Heather Way, senior research analyst, Parks Associates, in a statement. "These systems enable advertising to be integrated into device navigation and content search, engaging consumers at a point of high receptivity and enabling them to immerse themselves in a rich brand experience. As a result, over 50% of U.S. connected-TV households surveyed by Rovi consider these ads as content, containing useful and valuable information, and they are much more likely to remember and click on these ads."

The new whitepaper, "Connected TV Environments: The Next Iteration of TV Advertising," also found that connected TV homes are generally affluent, with 55% of connected-TV households earning at least $75,000 annually.

From the article, "87 Million Smart TVs in 2016" by George Winslow. 

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