Connected TV has gained massive consumer penetration. Now comes the monetization part.
In this video interview with Beet.TV, Eric Ferguson, Nielsen VP media analytics, reveals the sheer scale at which over-the-top TV devices have gained US traction:
- “238 million Americans in a given month have access to a Connected TV device.”
- “That’s almost 80% of all Americans with a TV.”
- “Vast majority of those, almost 90%, are using those Connected TV devices in a given month.”
- “We’re seeing, on average of 1.5 hours a day of usage of those devices among users.”
The data comes from Nielsen People Monitor, the panel through which Nielsen quantifies behavior, and was issued in November.
With that kind of consumer up-take, attention turns to how marketers can best reach the target audiences.
Ferguson talks about how Nielsen’s Digital Ad Ratings system measures ad exposure on, first, computers, evolving in to mobile and now connected TV after it added Roku and Hulu.
If those services only represent a partial picture of the burgeoning connected TV landscape, Ferguson acknowledges: “There’s more work to be done.”
He says: “There are some things that are more difficult than others to measure but, by and large, we’re capturing the vast majority of it through infrastructure that’s agnostic regardless of platform, in platform.”
This video was recorded at the MediaMath Connect All Fronts industry conference in Manhattan. The series is sponsored by MediaMath. For more videos please visit this page.