Connected TVs are on track to reach nearly one-fifth of U.S. homes in 2013, according to a just-released study from digital video technology provider YuMe and researcher Frank N. Magid. The study found that as consumers replace their current sets, the number of households with smart TVs will grow from 11 percent now to nearly 20% in 2013. We caught up with YuMe’s Christie Hartbarger, VP of Connected Devices, to discuss the study as well as ad opportunities in connected TVs.
The study found that more than half of consumers say they prefer ad-supported content across all screens, including on connected TVs, a promising finding for branding in this new venue. In addition, more than half of respondents said they often watch TV with a second screen, such as laptop, tablet or smartphone, in hand. Connected TVs are shaping up as good vehicles for long-form viewing as well, the study found.
Ads on connected TVs range from those in the user interface and within apps. Hartbarger adds that at least one manufacturer partner is planning to launch an autoplay video solution next year. So far, most of the connected TV inventory is split evenly between display and video, she says. Brands such as American Express have been pursuing connected TVs as part of a multiscreen approach, she adds. She expects auto makers will be bigger players in smart TV in the year ahead.