New insights into the habits of connected TV owners
Posted on Aug 21, 2012 by YuMe
A newly released YuMe survey offered the most extensive information available about how connected television owners view video advertising.
The survey, conducted in conjunction with Frank N. Magid Associates, found that 87 percent of viewers notice advertising while using a connected TV. Of this group, 57 percent of people watched pre-roll content.
In addition, video advertisers may be interested to know that a majority of connected television users are likely to interact with an ad, as 66 percent of the survey's 736 respondents said they did so. Plus, about 20 percent of smart TV owners said they purchased a product mentioned within an advertising spot.
YuMe's survey also looked at the type of content viewed by internet-enabled television set owners, and about how ads affect their entertainment experience. Most connected TV owners prefer content supported by shorter ads no longer than 30 seconds, as 59 percent said they wanted this format for short-form video viewing and 44 percent stated this preference with streaming a television show, as opposed to getting content via a subscription or pay-per-view system.
As for the placement of an ad within a program, most said they did not want ads to interfere with their viewing experience, instead preferring ads that ran before the airing of content.
"This study confirms that connected TV represents a tremendous advertising opportunity for brands looking to generate consumer awareness and meaningful interactions," Ed Haslam, YuMe's senior vice president of marketing, said in a statement. "In particular, the growth of short-form video content, and the willingness, even interest, of consumers to view advertising to view the content, speaks volumes about the opportunity here. For longer-form content, the study helps validate opportunities for ad units such as YuMe's First Impression, which enables brands to engage with their target audience before the user disappears into ad-free content, such as feature-length films from Netflix."
Content and demographics
In terms of those who have already purchased a connected TV, the survey discovered that owners are more likely to be young and male. However, smart TV owners are a diverse group, according to the study. Of all households with an internet-enabled television set, 93 percent have two people.
"We now have tremendous insight into consumer behaviors and preferences as they relate to connected TV at an unprecedented level of detail," Mike Vorhaus, president of Magid Advisors at Frank N. Magid Associates, said in a release. "Advertisers and major brands will appreciate the rich findings for what is arguably the most explosive platform for video distribution and video advertising over the next several years."