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Connected TV Spend to Rise, While Priority Remains Low

The Association of National Advertisers (ANA), in partnership with BrightLine, an ad platform, reports that more than 70% of 215 client-side senior marketers believe that connected TV represents an opportunity for the advertising industry.  Despite this belief, none of these marketers spend more than 10% of their budget on connected TV.

YuYu Chen, summarizing this report for ClickZ, reports that 48% of respondents whose companies are currently engaged in connected TV or OTT devices plan to allocate more of their TV ad budget to it next year.  In addition, another 13% of respondents not currently engaged in connected TV or OTT, plan to allocate some of their budget to it next year.

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Top benefits of connected TV/OTT include:

  • Audience targeting
  • High engagement
  • Amplification of video content

According to this report, barriers to greater spending on connected TV or OTT by marketers include:

  • Lack of reliable measurement metrics
  • Small-scale audiences
  • Cost/pricing
  • Creative concerns
  • Budgets
  • Not familiar enough (especially reported by respondents not currently engaged with connected TV/OTT)

Rob Aksman, founder and CEO of BrightLine, is optimistic about the future of connected TV.  “There’s nothing stopping connected TV from going mainstream today: there’s scale, there’s targeting and there’s data.  With connected TV, advertisers can not only reach TV viewers, but also offer a better brand experience with clickable and measurable videos.”

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For more on this topic, check out the Media Tab in Morning Coffee.