Smart TV Says: Smart TV advertising needs to ‘go big’ to see further investment

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Smart TV Says: Smart TV advertising webinar demonstrates unique potential of connected advertising, but lack of investment is hindering uptake

With the sales of connected TVs forecast to reach 890 million by 2016…it is a sector being remarkably underinvested in.

Connected TV advertising is increasingly becoming an area of growth advertisers can afford to ignore. With the sales of connected TVs forecast to reach 890 million by 2016, and a recent survey carried out by Rovi reporting advertisements on these devices achieving a click through rate of 22%, it is a sector being remarkably underinvested in.    

Statistics coming from the UK have reinforced these findings. A study by Decipher concluded that Connected TV advertisements delivered a 6% incremental reach beyond what marketers achieved on traditional media channels. Other sources are reporting similar conclusions. In a joint Tremor Video/Frank N. Magid Associates study in December 2011 research found that 38% of viewers visited a website mentioned in a connected TV ad.

Yet eMarketer stated that in 2011 that only 8% of advertisers were investing in Connected TV. In a recent webinar, industry leaders from Razorfish, TRA and furious minds consultancy discussed openly and frankly the major issues that are stalling the growth of the Smart TV advertising market.

Jeremy Lockhorn, VP of emerging media at Razorfish, stated that in order to reach critical mass, and see investment from the biggest brands it is pivotal to ‘go big’. He stated that after a series of effective case studies took place over the last year, ‘we as an industry have to collaborate more to demonstrate the success more broadly’.

A poll carried out during the recording reflected the need for further investment, with 45% of those taking part believing that it will not be until 2016 that we see Smart TV advertising hitting critical mass.    

The Smart TV Advertising: Tactics to reach the masses webinar recently released by Smart TV Insider outlines the opportunity and ways to unlock growth, possibilities on the second screen and with social TV plus insight into ways addressable advertising is now a reality on connected devices.

To hear the full webinar, you can download your free version by going to: http://bit.ly/Oerv2x

Contact:
Tom Sapsted
Head of Research
Smart TV Insider, FC Business Intelligence
+44 (0)20 7375 7523
tom(at)smarttvinsider(dot)com

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Tom Sapsted
Smart TV Insider
+44 (0)20 7375 7523
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