New consumer research finds connected devices score high rates of ad recall and response among users, with one-third of U.S. tablet owners and 40% of U.S. smartphone owners recalling an in-app ad shown on their device. Parks Associates senior research analyst Heather Way, will discuss this new research while chairing two sessions at the Smart TV and Multi-screen Advertising Summit in San Francisco this week.
Over 50% of U.S. broadband households now own at least one Internet-enabled CE device, and tablet ownership grew by 146% in the first three quarters of 2012. These devices offer a significant opportunity, in an increasingly fragmented media environment, for advertisers to form and maintain meaningful connections with consumers.
Ms. Way chairs two sessions on November 14, "Standardization" at 9 a.m. and "The Future of Addressable and Connected TV Advertising" at 10:45 a.m., featuring speakers from YuMe, A&E Television Networks, MySpace, AdRise, Gracenote, TRA, and Smartclip. The sessions feature case studies on addressable advertising, strategies to cope with the lack of standards, and analysis on targeted advertising offerings that increase ROI.
According to new data:
• 51% of U.S. broadband households own at least one Internet-enabled CE device.
• 25% of U.S. broadband households own a smart TV set.
• Smart TV and connected game console in-app ad awareness is low compared to smartphone and tablet ads, but these users are more likely to respond. One-fourth of smart TV users recall an in-app ad and 84% responded. One-fifth of connected game console app users recall an in-app ad and 72% responded.
Consumers of all segments are increasingly turning to digital devices for media content, and younger audiences, consumers under 34 years old, are maturing. Stakeholders need to adjust their content discovery and monetization strategies so that they have a strong brand presence on these new platforms.
