Connected TV – the living room rebel
04 October 2012
Strategy Analytics has forecast that 1.6 billion connected TVs will be installed worldwide by 2014. Smartclip’s own research has found that 70% of users are already using online TV capabilities and 55% of those surveyed plan to purchase connected TV devices, highlighting the changes currently taking place in the industry.
Connected TV is the living room rebel, turning traditional viewing on its head and transforming the way people watch and engage with television. The television set is no longer simply for passively consuming media content; new technologies are encouraging viewers to actively engage with what they are watching. For advertisers and content providers this opens up a realm of opportunity which they need to grab with both hands if they are to stay ahead of the competition over the coming years.
With connected TV viewers expect a different experience. New technologies such as voice control, facial recognition and companion apps offer platforms enabling interactive advertising and consumers become much more engaged with the content as a result. Advertisers and content providers should build these services into their ad spots, offering personalised messages and a multiplatform approach which is sure to wow viewers.
However, with connected TV the engagement doesn’t stop at the screen. The devices have also brought about interaction with the “second-screens” today’s viewers are surrounded by in the living room. We found that nearly two thirds of consumers frequently use the internet whilst watching television and 26% are always online whilst watching television. This is proof that internet enabled content on mobile devices like smartphones and tablets are now vying for consumers’ attention and connected TV offers a platform where these devices are equally part of the action.
The internet is becoming central to TV viewing with 56% of viewers already owning the devices necessary to use the internet via a TV screen, including a smart TV device, Blu-ray player or game console connected to the TV set. Forty-three percent of British adults comment on TV shows they are watching using Twitter, Facebook, other websites and mobile phones. Although Twitter is now used on a number of TV shows, this second-screen convergence will continue to develop and advertisers will experiment more with companion apps to enhance traditional TV content.
Connected TV will encourage advertisers and content providers to bring video-on-demand, web video and social channels together to provide a completely connected experience –giving consumers exactly what they want.
Shirlene Chandrapal, vice-president of connected TV, Smartclip