Connected TV Ad Spending Small But Seen Growing

Survey Finds Need for Higher Penetration, Better Measurement
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Ad spending on connected TVs is modest but expected to increase as viewership rises, a new survey says.

While half of the marketers currently advertising via connected TVs say they’ll raise their spending on the medium, only 43% of all marketers said they were very familiar with connected TV, according to the study, conducted by the Association of National Advertisers and BrightLine, which creates digital ads for connected TVs.

More than half of U.S. homes have a connected TV—a screen that plays TV programming and is also connected to the Internet. Viewing on streaming devices grew 380% in the first quarter, according to the report.

A large number of advertisers—78%—said they have not engaged in connected TV advertising over the past year, with 13% of those saying they intended to engage over the next year, while 59% were unsure. The main reason for not engaging was “lack of familiarity,” the study says.

Read more at B&C