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
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
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
These homes are also extremely connected, owning an average
of 11 Internet-enabled devices.
Nearly three quarters (72%) of connected-TV owners reported
that the connected platform makes watching TV more convenient, and 65% said the
technology makes the TV experience more enjoyable. About half (49%) of
connected-TV viewers depend on the platform when they are unsure what to watch.
"Advertising on connected TVs that provides more
immersive brand experiences has a positive impact on consumers," noted Jeff
Siegel, senior vice president, Worldwide Advertising, Rovi Corporation in a
statement. "Over 80% of our connected-TV households state they consider these
advanced campaigns to be valuable sources of brand information."
The study defined connected-TV households as those with
either a smart TV or Blu-ray player connected to the Internet.