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Direct Response Marketing

Connected TV Drives High Consumer-Brand Engagement, Study Shows

2 May, 2012 By: Jackie Jones

SANTA CLARA, Calif. – Connected television significantly drives higher engagement between consumers and brands in the U.K., according to the latest data from Rovi Corp.

Sixty-eight percent of users exposed to areas of Smart TV platforms with ad placements said they noticed the spots, and one of three of those consumers clicked through, Rovi reported.

"We are on a constant mission to further understand the in-home family dynamic as it relates to changing entertainment consumption habits, and to better acquaint ourselves with consumers' preferences and engagement levels with interactive advertising," said Jeff Siegel, senior vice president of worldwide advertising at Rovi. "As our survey findings help reinforce, advanced TV advertising provides new opportunities for brands to efficiently and effectively reach consumers in the living room."

Other key findings of the study included:
• Connected TV advertisements on select platforms delivered a claimed 6-percent incremental reach in addition to traditional media channels.
• Exposed vs. non-exposed brands on the Smart TV platform produced favorability rates twice as high.
• Data showed an 86-percent uplift in association with key brand statements for brands exposed on the smart TV platform vs. non-exposed control samples.
• Forty-seven percent of connected TV viewers exposed to Smart TV ads claim they will investigate the product in the future, and intent to purchase was 2.5 times higher compared to a non-exposed control sample.
• Two in five connected TV viewers exposed to Smart TV ads claimed to have watched the video featured on the brand’s microsite, with 79 percent of ad viewers claiming to have subsequently participated in additional product or brand-related activities.

Internet-connected television sets have been increasing in popularity in recent years. By 2016, there will be 1.8 billion in-home video devices, including tablets, sold – an 800-percent increase, according to Informa’s projections, which means that nearly 70 percent of all in-home video devices sold to consumers will have the ability to connect to the Internet (Response This Week, July 6, 2011).

“The absence of a cross-device, cross-manufacturer platform has not inhibited new services and devices entering the connected home,” said Andrew Ladbrook, research analysts at Informa Telecoms & Media. “The stakes continue to be raised as connected devices become ever more commonplace and each of the big boys attempt to establish themselves as the definitive gatekeeper of premium content.”

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