Connected TV has the ability to change viewer perceptions of advertising, say Parks Associates/Rovi in their Connected TV Environments: The Next Iteration of TV Advertising report. “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,” explains Heather Way, senior research analyst at Parks.

As a result, over 50% of US connected-TV households surveyed by Rovi consider such ads to be content and viewers are much more likely to remember and click on these ads.

“Consumers are more receptive to advertising that takes this brand-infused approach,” said Jeff Siegel, svp, worldwide advertising, Rovi. “Advertising on connected TVs that provides more immersive brand experiences has a positive impact on consumers. Over 80% of our connected-TV households state they consider these advanced campaigns to be valuable sources of brand information.”

Close to three quarters of connected-TV owners say smart TV makes watching television more convenient, and almost two thirds say the technology makes the viewing experience more enjoyable, while half of connected-TV viewers say they depend on the platform when they are unsure what to watch.

From the article, "Brands connect with connected TV."

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