15 Mar 2013

MediaCom - Connected TV

TV is changing. It's no longer simply about what's broadcast at consumers - whether that's via aerial, cable or satellite dish - but increasingly it's about the content they select.
Sometimes dubbed Connected TV or Smart TV, the new world of TV allows viewers to plug - literally or wirelessly - their new set into the internet. This gives them access to more content than ever before. This includes traditional linear TV, but also catch-up services such as the BBC's iPlayer as well as subscription services like Hulu and Netflix.
The rise of the connected TV could radically change the way consumers use their TVs by enabling them to connect to their social networks with their remote, or order a pizza before renting a movie via a streaming service.
The number of connected TVs is growing fast. In the UK, a recent YouGov study found that more than half of British consumers have connected their TV to the internet and that 11% planned to buy a Smart TV in the next year.
Globally, sales of connected TVs are predicted to account for 20% of all screens by 2016, according to a forecast by Digital TV Research. That's more than 550 million connected sets in 40 key countries.
The rise of connected TV brings a range of new opportunities for advertisers. It's a new way to distribute branded content and enables more targeted advertising.
While traditional TV advertising will remain important, connected TV will require brands to rethink what TV means and how they can utilise this important communication channel.