Connected TV is when your actual TV or TV-watching experience includes a TV that is either hooked up to the internet (Smart TV) or has a over-the-top (OTT) element, like Android TV, RoKu, Apple TV, and the like.
According to the research we are going to take a look at, over 50% of American households have a Connected TV experience.
And the report that surveyed a few hundred marketers suggests that AdLand is starting to catch up.
But is it worth it? Many marketers think so. For those who were not advertising too much with connected TV, the biggest barrier of entry was lack of familiarity with the medium. But of that group, 13% believed that they would invest in connected TV and learn more about it in the upcoming quarters.
Connected TV advertising, though recently new, has received a ton of exposure in the United States.
Indeed, Samsung's Smart TVs had that promotion with H&M during one of the recent Super Bowls; when Beckham was promoting his newest line of bodywear, owners of Samsung TVs could actually buy them live during the advertisement.
How well that promotion worked was not distributed on mainstream channels, but it is pretty cool that Samsung and H&M decided to try it out.
The report suggests that one of the biggest reasons brands are moving monies over to connected TV is that they can target viewers that way as well as the can target their digital viewers. That element is nothing to laugh at. Many people left regular TV and radio because it was very tough to determine exact numbers. With the rise of digital media and counters, the viewability rates became ever more clearer.
Is this an element that marketers must make room for in their toolbox, or is this a part of our industry's "Shiny Object Syndrome," where we are drawn to the latest and greatest thing before it is proofed?
Unfortunately, it might be the latter.
We know that new technologies could mean new access to new and current markets. But we still must consider how effective the message will be on those platforms. Probably not as much as we hoped.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.