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Thursday, November 08, 2012
New whitepaper from Parks Associates and Rovi analyzes video-viewing activities, ad recall and response, and second-screen activities for connected-TV households
The number of North American households with a smart TV will reach 87 million by 2016, according to new research from Parks Associates, which released a new whitepaper "Connected TV Environments: The Next Iteration of TV Advertising." This whitepaper, commissioned by Rovi, examines new opportunities in advertising based on the growing adoption and usage of connected TV platforms in the U.S. and Western Europe.
Connected TV systems have the ability to change viewer perceptions of advertising.
Connected-TV households in this whitepaper are defined as households with either a smart TV or Blu-ray player connected to the Internet. Adding connectivity to these devices has opened these screens to interactive advertising, new program guides, and opportunities to promote premium services such as video-on-demand. Parks Associates research forecasts over 70 million Blu-ray players, the vast majority Internet-connectable, will be sold worldwide in 2016.
The whitepaper, available on Rovi's and Parks Associates' websites, highlights video-viewing activities, ad recall and response triggers, and second-screen activities for connected-TV households in the U.S., the U.K., Canada, and Germany. To download a copy of the whitepaper, visit http://www.parksassociates.com/connectedtv or http://www.roviadnetwork.com/resources.html.
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