Definition: Video content consumed on a TV screen, delivered via an internet connection. This includes TVs directly connected to the internet (Smart TV), as well as hardware that enables a TV to become connected, e.g. TV sticks, games consoles and set-top boxes that are connected to the internet.
The TV set has developed into more than just a TV;
connection means consumer behaviour now includes watching video content, gaming, music, streaming, phone mirroring, internet browsing, etc., this provides micro targeting opportunities for marketers. The fear from advertisers that the TV as a device was dead and video consumption was going all mobile now looks premature.
47% of UK households now have a Smart TV* and most new television sets sold in the UK are now Smart TVs, add to that the ever increasing number of devices available that allow a standard TV to become connected.
The vast majority have access to major VOD services. 85% have access to Broadcaster VOD (BVOD) services, e.g. BBC iPlayer, ITV Hub, All4, My5 and SkyGo. 68% have access to Subscription VOD (SVOD) services, e.g. Netflix, Amazon Prime, Now TV. What we are seeing is that VOD on the big screen is a great opportunity for savvy marketers.
There is a growing audience for these services, especially among younger viewers. Live TV is still the first port of call for many when choosing what to watch, 41% tend to go to live TV first, however, 16-34s are more likely to go to SVOD services first (29%), then either live TV (15%) or online streaming services (15%)**.
Consumers are cord-cutting and reducing their Pay-TV subscription packages, instead opting for skinny bundles or subscription video on demand. As generations continue to change behaviours it is important that advertisers do the same and take advantage of the opportunities to reach audiences and potential new customers with high recall video messages.
On a global scale, over half of video impressions were delivered to Connected TV’s in Q1 2019. This growth in CTV impressions is, in part, a product of the experience this environment provides, viewers are engaged with the content and the ads, with 30 second ad lengths responsible for 69% of all impressions ***.
So the latest TV technology offers a great way for brands to reach lighter linear TV viewers, gain incremental reach without having to necessarily optimise to smaller screens or shorter copy lengths, or for companies and services to achieve access to the main TV screen for the first time, with all its collateral potency and prestige. With new streaming platforms becoming available like Britbox and Disney+, it’s important to keep these exciting developments front of mind.
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*Ofcom Media Nations 2019 UK Report.
**Source: VODessey survey conducted by Differentology, published May 2019.
***Source: warc.com articles: warc-datapoints connected tv.
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