Research Shows Huge Potential Yet Slow Adoption Rates for Connected TV Marketing, Connected TV Advertising and Social Television Platforms

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CTV Advertising recently completed a research initiative on the prevalence, opportunity and current adoption levels for connected TV marketing and connected TV advertising methods.The research was set in motion during a time when Smart TVs and the interactive television experience has begun to hit the consumer market.

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We also believe that early adopters to connected TV applications and connected TV advertising capabilities will have a much stronger edge and marketing lift then those who are late to the game.

CTV Advertising is the connected TV advertising division and connected TV marketing unit recently created by Luxuryreach, an interactive marketing consultancy. Their research consisted of technological analysis, marketplace analysis and corporate polling to discern the evolution of the "Smart TV" platform and it’s predicted usage levels in marketing and advertising.

The firms research showed an incredible prevalence of Smart televisions entering the marketplace and a plethora of marketing opportunities related to the platform. According to the group, the first indicator of marketing opportunity is usually found by tracking the distribution and manufacturing of equipment representative of the technology. Luxuryreach found that not only did most television manufactures have a connected TV model, but that most are emphasizing the technology for all of their new lines. This was in addition to a wide variety of differing third party created set-top boxes used to convert non-connected models into a more interactive television experience.

The research also polled current companies in a wide variety of industries and sizes as to their current understanding and potential plans for Connected Television.

The research showed that around 90% of these polled firms had no current programs in place for the technology at this point. The polls conducted showed that nearly 85% of polled major brands believed that CTV had an incredible marketing relevance, while only 15% of small corporations had an understanding of the technology. Close to 85% of large brands were found to have started to conceptualize marketing plans, but few had undertaken initiatives. This is in great difference to the estimated 95% of polled Medium and small business’s who had not even started to conceptualize or educate themselves on the technology‘s advertising and social media marketing functionality.

Zachary Weiner, CEO of LuxuryReach and head of the CTV advertising division states “ We believe that some time in the near future it will be a necessity for most corporations to at least have a website that can render and be navigated for the "big screen" interactive television experience. With screens (laptop, mobile, tablet, television) becoming more fragmented, it will be incredibly important to give web viewers a place to find them from wherever they are surfing. We also believe that early adopters to connected TV applications and connected TV advertising capabilities will have a much stronger edge and lift then those who are late to the game.

Consumers are already familiar with integrated and interactive applications due to mobile prevalence. Companies who provide this in the family room, will excel. Our goal with CTV advertising is to at least educate the small and medium sized companies out there on how to start planning for the technology and methods including; CTV web optimization, TV app creation, In-app Ad placements, request for information media buys and Social media marketing within the platform. The current research initiative shows an immense opportunity for brand marketers and small business alike to start taking advantage now.”



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