Nissan said it plans to shift more of its advertising budget toward connected TV, according to a July 20 article in Marketing magazine.

The Japanese car company in April became one of the top five car brands in the United Kingdom. Simon Sproule, Nissan's corporate vice president, told Marketing that it now plans on shifting its £20 million (about $31 million) advertising budget more in the direction of smart TV.

"We haven't even scratched the service in web TV," Sproule said. "We are looking at web TV and web convergence with interest. The question now is if I have a new car, where am I going to get the biggest impact? It could be that traditional, high-volume TV campaigns aren't going to work as well in future."

Nissan's planned shift comes as those in the UK and elsewhere are purchasing and using smart televisions in greater numbers. According to The Guardian, millions of UK households already own connected TVs. Globally, the paper said the smart TV market will grow to 119 million units by 2014.

The United States has also seen similar growth in its market for connected TV. According to IMS Research, 70 percent more TV purchases were of smart TV this year over 2011. In addition, 30 percent of those who plan on buying a new TV set in the next 12 months say they will opt for a connected television.