The number of North American households with a smart TV will reach 87 million by 2016, according to new research from Parks Associates, which today released a new whitepaper "Connected TV Environments: The Next Iteration of TV Advertising." This whitepaper, commissioned by Rovi, examines new opportunities in advertising based on the growing adoption and usage of connected TV platforms in the U.S. and Western Europe.

"Connected TV systems have the ability to change viewer perceptions of advertising," said Heather Way, senior research analyst, Parks Associates. "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."

Other key data points:

• 55% of connected-TV households earn at least $75,000 annually and own 11 Internet-enabled devices on average
• 72% of connected-TV owners say the connected platform makes watching TV more convenient, and 65% said the technology makes the TV experience more enjoyable
• 49% of connected-TV viewers depend on the platform when they are unsure what to watch
• 58% of Rovi-served connected households indicate that advertising in the connected platform is an effective medium to communicate with viewers in the househols

From the article, "Report: Connected TV platforms have positive impact on consumer advertising perceptions."

Be the first to leave a comment.

Have a comment? Login or create an account to start a discussion.