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Buyers in China have fully embraced smart TVs, purchasing them at nearly five times the rate of traditional TVs in 2016. And the future looks even brighter.
Over 40 million smart TVs (excluding set-top boxes) were sold in China last year, according to a March 2017 report from TV big data and research company All View Cloud (AVC). Just about 9 million traditional TVs were sold.
The data was drawn from AVC’s retail monitoring system, which monitors retail activities in 6,400 physical retail locations in 1,018 county-level cities in China, as well as 10 major ecommerce platforms.
Smart TV penetration is high in China because many households are buying TVs for the first time, and thus have leapfrogged straight into purchasing smart TVs.
Other data, by mobile internet consulting firm iiMedia Research, mirrored AVC’s findings. iiMedia reported that 41 million smart TVs were sold in China in 2016, and projected that 47 million units would be sold this year.
Beijing-based AVC predicts that while smart TVs will be owned by 45% of total households in the country in 2017—up from 36% in 2016—by 2018 the majority of households (53%) will own one. And by 2020, AVC projects that nearly three-quarters of households in China will have a smart TV.
Marketers are catching on to the popularity of connected and smart TVs. Some 45% of marketers and media agency professionals in China said they will increase marketing spending on connected TVs in 2017, according to AdMaster.
As programmatic advertising matures, buyers and sellers no longer see it merely as a means of automating processes, but rather as an advanced method of controlling ad campaigns—and better targeting the audiences that come with them.
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