Rovi study reveals high engagement with connected TV ads

Rovi has released the findings from its Smart TV advanced advertising study to evaluate connected TV audience segments, platform familiarity and usage, advertising effectiveness and engagement.

According to the study, conducted in the UK by Decipher Research, over two-thirds (68%) of users exposed to areas of smart TV platforms with ad placements noticed the advertisements while a third clicked through. Overall this produced an 86% uplift in brand association for ad viewers.

Nearly half (47%) of connected TV viewers exposed to Smart TV ads claim they will investigate the product in the future; intent to purchase was 2.5 times higher compared to a non-exposed control sample.

The study categorized three main types of family households, which yielded varying patterns of connected-TV purchase motivations and use cases. The three dominant family make-ups included:

  • Technology-driven Couples: Couples with connected TV's were found to be extremely brand driven and use their connected TV as an integrated part of their busy lives.
  • Entertainment-engaged Young Families: Connected TV's for this audience provided a way to synthesize quality family time. The key driver was entertainment choice and ease of use.
  • Staggered-usage Mixed Families (defined with families with children over 13): Individuality was high within this group as each family member had his/her own connected TV usage preferences; however, there remained 'touch points' in early weekday evenings to watch TV together.

"We are on a constant mission to further understand the in-home family dynamic as it relates to changing entertainment consumption habits, and to better acquaint ourselves with consumers' preferences and engagement levels with interactive advertising," said Jeff Siegel, senior vice president of worldwide advertising at Rovi Corporation. "As our survey findings help reinforce, advanced TV advertising provides new opportunities for brands to efficiently and effectively reach consumers in the living room.".

DTG Staff  |  27.04.2012

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