Connected television in the US will bill nearly 7 billion dollars this year

Connected TV is growing rapidly as brands look to target audiences to watch high-quality, large-format digital content on their living room screens.

According to an analysis of eMarketer, American advertisers will spend almost 7 billion dollars this year in advertising connected television, a support that is growing rapidly as brands seek out target audiences to view high-quality, large-format digital content on their living room screens.

This investment will represent almost 3% of total turnover of US advertisers. eMarketer predicts that by 2023, advertisers will dedicate almost 5% of their budgets to connected television.

En su estudio, incluye televisores inteligentes y los televisores conectados a Internet a través de un descodificador, una consola de videojuegos o un dispositivo similar. Los formatos incluyen anuncios en pantalla que aparecen en las pantallas de inicio y anuncios en vídeo que aparecen en los televisores conectados de plataformas como Hulu, Roku y YouTube. La publicidad televisiva conectada excluye el inventario vendido en red de la televisión lineal tradicional y de la publicidad televisiva direccionable.

El interés de los anunciantes en la televisión conectada es alto, ya que el número de cord-cutters y cord-nevers aumenta cada año. Connected TV also offers the promise of better audience targeting and measurement, although for now it also comes with the usual digital problems of fragmented infrastructure and high potential for fraud. Connected TV advertising remains small compared to other digital advertising channels, but it is closing the gap with desktop and laptop-based ad spend. This year, the PC-based advertising market will be approximately three times larger than the connected TV ad market. By 2022, advertisers will spend more than half as much on connected TV as they do on PC-based digital ads.

The relative share of connected TV could grow even faster depending on how the market develops. over-the-top (OTT) video services market. It is noteworthy that, at the moment, the largest player in terms of users, Netflix, is free of advertising. Some industry observers think that will change and that other ad-free or ad-limited services will also rely on advertising as consumers experience subscription fatigue.