Connected TV users are receptive to advertising, with 90% of viewers saying they notice ads on the platform, according to research conducted by video ad technology provider YuMe in partnership with research firm Frank N. Magid. Travis Hockersmith, Senior Director Client Strategy at YuMe, shared the findings of the study with Beet.TV.
About 30% of Internet homes have a connected TV, which includes homes with gaming consoles, over-the-top devices and smart TVs, YuMe learned in a survey of 736 connected TV users conducted online in May and June, Hockersmith says in this interview. About 66% of connected TV users say they’re likely to interact with relevant ads on connected TVs, and nearly 20% say they’ve purchased a product as a result of an ad they’ve seen on connected TV. About 93% of users live in multi-member households.
Those are promising figures for marketers who are starting to explore the medium. YuMe and Magid also learned that connected TV users said they prefer 15 to 30 second ads in short form video and streaming shows compared with monthly subscriptions or pay-per-view pricing models. For more insight on pricing models and ad receptiveness on connected TVs, check out this video interview.