TV is undergoing a massive evolution and viewers’ behaviors are changing accordingly. Today, viewers multitask by engaging with smartphones while watching shows on TV. Meanwhile, the number of people watching online video is growing. A recent study suggests viewers are more engaged with online video ads than with television ads: Fifty-eight percent of respondents say they putter around the house during TV commercials, versus only 26 percent for online ads.
Given this dramatic shift in viewer behavior, advertising is naturally following suit. Ad spend is increasingly being diverted to connected media. While TV advertising is expected to grow by $7.5 billion over the next four years, online advertising is expected to grow by $18.2 billion and online video’s share is expected to more than double to 14.4 percent of online spend in the same period.
This evolution in advertising brings about challenges and opportunities for publishers. In particular, publishers can optimally participate in the new age of viewership by working with third-party platforms to build and serve interactive video ads. Key features to look for include: the ability to traffic and display ads on all connected devices, strong relationships with brand advertisers, robust tools to manage advertising into syndicated environments and innovative technology.
The massive evolution of connected TV and entertainment is in the works. How we watch shows, where we watch them, what we do while watching them and how we watch ads are all changing. Visit http://www.yume.com/ for more information on connected TV.
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