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Connected TV Survey Reveals Expanding Advertising Opportunity Emerging From Growing Ecosystem
REDWOOD CITY, CA, Dec 18, 2012 (MARKETWIRE via COMTEX) --
YuMe, a leading provider of digital brand advertising software and
services, in conjunction with Frank N. Magid Associates, Inc., a
leading research-based strategic consulting firm, today announced the
results of an extensive survey on the future of Connected TV in the
marketplace. The study includes insight into rapidly-growing adoption
rates, analysis of components in the broader Connected TV
environment, and many details about Connected TV and Smart TV
adopters and their preferences.
Conducted as a follow up survey to YuMe's August 2012 survey which
provided insights on the growth of the Connected TV market as it
related to advertising, this online survey of 1,500 U.S. consumers
ages 12 and older in November 2012, shows that as consumers
demonstrate increasingly bullish attitudes on TV and Internet-related
electronics, the movement to connect televisions to the Internet
continues its steady growth. Specifically, this survey continues the
in-depth look at the Connected TV platform, and demonstrates the
related future use and intent of consumers. For brands, the current
survey highlights the strong consumer engagement and attractive
demographics of Connected TV adopters, and positions the Connected TV
ecosystem as an essential ingredient in today's effective advertising
campaign mix.
"Building on our significant existing insight into consumer behavior
and preferences related to Connected TV and its environment, we're
seeing an unprecedented rate of adoption that's providing us with the
industry's richest insights to date," noted Mike Vorhaus, President
of Magid Advisors at Frank N. Magid Associates. "Connected TV and its
ecosystem comprise a set of increasingly important channels for
advertisers and major brands to effectively target a variety of
viewers, and quite interestingly, in particular, younger males and
ethnically diverse populations, both demographics that typically
present a challenge to reach."
Top Survey Insights Include:
-- Nearly half of respondents intend to replace their televisions -- 45
percent of consumers surveyed expect to purchase a new television in
the next 12 months.
-- Connected TVs as the replacement -- Of those consumers expecting to
replace their TV with a Smart TV, 8 percent say they are "very likely"
to purchase a Smart TV; adding to this the existing base of 11 percent
of households with a Smart TV, total adoption nears 20 percent of
homes in 2013.
-- Majority of consumers prefer ad-supported content -- 54 percent of
consumers surveyed prefer free, ad-supported content across all
screens, highlighting a continued strong opportunity for brands.
-- Two-screen viewing is on the rise -- 55 percent of respondents say
that they use two screens simultaneously at least half or more of the
time when they are watching TV, with laptops the most commonly used
second screen (65 percent of respondents), followed by smartphones (49
percent) and tablets (24 percent).
-- Online viewing drives better satisfaction and higher rate of future
use than video on demand -- Respondents are more satisfied with TV
show selections online (62 percent) compared to their satisfaction
with on demand TV show selections (50 percent); over the next six
months, respondents expect to watch more shows online than on demand.
-- Traditional remote control still preferred by consumers -- Consumers
surveyed say a physical remote control is the preferred interaction
and navigation tool to access websites on a Smart TV (34 percent),
while voice-activated TV control is the second most desired method (29
percent). Gesture control was the least preferred method (14 percent).
-- Significant Connected TV viewer growth underway -- Growth in Connected
TV for long-form video viewing use has jumped from 30 to 35 percent in
the past year. Video viewing growth is projected to grow to 42
percent, showing growth accelerating at 7 percent annually.
-- One-third make a Smart TV purchase in order to access free
ad-supported content.
-- Application and short-form video viewing is typically discovered
post-purchase, providing advertisers with additional opportunities to
reach consumers.
Connected TV Continues to Grow as Sweet Spot in Complementary
Multi-Device Advertising
Survey findings reveal the Connected TV
marketplace will continue to grow in value as a complement to
traditional video environments. Connected TV users and potential
future consumers alike view Connected TV video content as an
enhancement to their current video viewing options, rather than as an
outright replacement. Notably, these early and early-majority
adopters continue to be avid media users across all platforms,
hinting at future viewing trends for the broader population.
"Our earlier research clarified the advertising opportunity around
Connected TV, and as our customers' actual spending choices are
demonstrating to us, the Connected TV opportunity has increased,"
noted Ed Haslam, Senior Vice President of Marketing, YuMe. "This new
research brings to light interesting demographics at this stage in
Connected TV adoption, as well as underscoring the importance of
running Connected TV campaigns as part of a larger concerted,
multi-screen campaign."
For more on the results of this study as well as a copy of the
"Emerging Growth Opportunities for Connected TV and Advertisers"
whitepaper which accompanies the study, visit:
www.yume.com/ctv_opportunities
For the results of the earlier Connected TV study and accompanying
"The Who, What, When, Where, Why, and How of Connected TV &
Advertising" whitepaper, please visit: http://bit.ly/YuMeWhitepaper.
About YuMe
YuMe is the software infrastructure provider powering
digital video and the next generation of television with its
operating system for TV 2.0. Its video advertising technology and
services seamlessly connect advertisers, app developers, content
distributors, consumer electronics manufacturers, and publishers
across the globe. YuMe's patent-pending Relevance Engine powers its
premium in-stream video ad network, the YuMe Connected Audience
Network, and its industry-leading advertising management solutions,
ACE for Publishers and ACE for Advertisers. The YuMe Relevance Engine
matches the right ad to the right audience on whatever screen they
are viewing -- PC, mobile, or connected TV. YuMe is a privately held
company headquartered in Redwood City, CA with its European
headquarters in London. The company is backed by Accel Partners, BV
Capital, DAG Ventures, Intel Capital, Khosla Ventures, Menlo
Ventures, Samsung Ventures, Translink Capital and WestSummit Capital.
For more information, visit www.YuMe.com, follow @YuMevideo on
Twitter (www.twitter.com/YuMevideo), or like YuMe on Facebook at
www.facebook.com/YuMevideo.
YuMe is a trademark of YuMe. All other brands, products or service
names are or may be trademarks or service marks of their respective
owners.
SOURCE: YuMe
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