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88% of marketers still to develop connected TV strategy

Filed under: All Articles > Industry News
By: NMK Created on: November 25th, 2011
Bookmark this article with: Delicious Digg StumbleUpon

This is the situation despite global sales reaching 123million by 2014. By Chris Gorell Barnes.

By Chris Gorell Barnes

The Internet Advertising Bureau (IAB) and Adjust Your Set, the multichannel video agency, revealed in October industry reaction to internet-connected TVs. In a survey of over 200 IAB members, 85% of respondents say they’re interested in the advertising opportunities afforded by internet-connected TVs, but only 12% currently have a strategy in place.

Various businesses claim that sales of internet-connected TVs will continue to grow, with informa predicting that manufacturers such as Samsung, LG and Sony will sell 52 million internet-connected TVs over the course of this year on a global basis and from 2013 internet enabled devices, especially connected TVs, will out-sell PCs. However, according to the IAB and Adjust Your Set research, 10% of industry respondents still remain uncertain as to when a connected TV strategy will be implemented and 22% say they have no plans to implement one at all.

“This research reveals a staggering amount of uncertainty when it comes to internet-connected TVs,” said Jack Wallington, Head of Industry Programmes from the IAB. “It’s clear the industry considers the platform a significant leap for online advertising, but it has also become apparent that like so many other technological developments we’re waiting for the customer to leap first.”

The research showed that 82% of respondents feel very important or important, that the type of content on internet-connected TVs is new, entertaining and engaging and almost the same amount felt that short-form content will be the most prevalent (80%). However, over a third feel that only a budget of up to £50,000 should be allocated to an internet-connected TV strategy and 68% feel that consumers will only ‘plug-in’ their connected TV once the trend becomes more widespread. The rapid uptake of connected TVs should warrant serious consideration from brands on the potential opportunities available and future revenue streams. While people are purchasing internet-enabled devices it is still unclear whether they will plug them in. It is the industries responsibility to create compelling content propositions to persuade the audience.

To download the connected TV whitepaper please visit:  

About the author and Adjust Your Set

Chris Gorell Barnes is CEO of Adjust Your Set, a leading multichannel video agency specialising in content across online channels, connected TVs and social networks. Clients include Marks & Spencer, Thomas Pink, Debenhams, BA, The Royal Opera House and Liz Earle. Founded in 2008, Adjust Your Set delivers an end-to-end communication service using video as the platform to provide a constant and consistent brand engagement.

Adjust Your Set was recently shortlisted as one of the Media Momentum Top 50 fastest growing Digital Media Companies in Europe and was named Best Specialist Digital Agency at the Digi Awards 2011.

For Further information please visit:  

Chris Gorell Barnes can be followed @cgorellbarnes


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