Connected TV Ads Important for Future—but Few Know How to Buy Them - eMarketer
« Return to Mobile Website

Newsletter Sign-Up

Schedule a Demo

Does My Company Subscribe?

Connected TV Ads Important for Future—but Few Know How to Buy Them

Around 60% of media buyers don’t know how to purchase connected TV video ads

Connected TV viewing continues to rise, but many media buyers are still struggling to take advantage of the ad opportunities the channel offers. In an April 2014 study by Mixpo, just less than half of US digital media buyers considered buying connected TV video ad inventory when planning an online video campaign.

US Media Buyers Who Know How to Purchase Digital Video Ad Inventory for Connected TVs, April 2014 (% of total)

Lack of knowledge about the space appeared to be preventing connected TV advertising, with 57.0% of respondents saying they didn’t know how to go about purchasing inventory.

While challenges exist, digital advertisers recognize that they need to conquer them. Among those who were not buying video ad inventory on connected TVs, nearly 100% said they believed it was something to consider for the future—and the near future, at that.

Timeframe in Which US Media Buyers Would Consider Making Future Digital Video Ad Inventory Purchases for Connected TVs, April 2014 (% of total)

Around one-quarter of respondents who said they would consider making connected TV video ad purchases planned to do so “now,” and more than half intended to take action sometime within the next year.

By entering the connected TV space, marketers can keep up with viewers’ rapid uptake of the channel. According to data released in April 2014 by the Interactive Advertising Bureau and GfK, nearly half (48%) of US digital video viewers used connected TVs to watch original digital video. This had nearly doubled since last year. Similarly, November 2013 polling by Yahoo found that 49% of US internet users watched digital videos on connected TVs at least daily, and 31% reported doing so several times per day.

Announcing the 2014 Digital Ad Spending Benchmarks by Industry: The Complete eMarketer Series Available exclusively to eMarketer subscribers

Download the free executive summary today

  • In-depth coverage of digital ad spend for Retail, Financial Services, Automotive, Telecom, CPG, Travel, Consumer Electronics, Media & Entertainment, and Healthcare & Pharma
  • First-ever breakouts for paid mobile ad spend by industry
  • Updated forecasts for direct response vs. branding spend by industry
  • Nine reports, featuring over 100 new charts
Download the free executive summary today



  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.