SAN FRANCISCO — As more consumers adopt a digital lifestyle, complete with second-screen apps, tablets and connected TVs, brands are becoming interested in learning about connected TV advertising—who the viewers are and how they are engaging with this advertising. Parks Associates is at the forefront of this research and, at the Smart TV and Multi-screen Advertising Summit in San Francisco, senior research analyst Heather Way told us about some of the work they’ve been doing.
Parks Associates worked with Rovi Corp to publish a white paper earlier this month centered on connected TV advertising and its effectiveness. Based on research conducted by Rovi over the last two years, the white paper reveals that connected TV platforms have a positive impact on consumer advertising perceptions.
Way says, in the report, "Connected TV systems have the ability to change viewer perceptions of advertising. 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."
In this video interview, Way speaks about the Rovi white paper, among other projects that Parks is working on, in the connected TV advertising arena, including a new App Ecosystem research track. Way says, "We are looking at the app ecosystem and how it’s going to develop across platforms, from smart TVs, tablets, smart televisions, [and] connected game consoles."