30% of internet-capable TVs are not connectedStaff writer ▼ | September 10, 2015
According to research, about three in 10 internet-capable TVs are not actually connected to the internet, putting OTT and other services out of reach.
Technology According to new research
That figure has risen significantly since 2013, when fewer than half of all internet-capable TV sets were also internet-connected. But it still leaves millions of connected TV sets being used exclusively for plain-vanilla traditional TV viewing—and thus unreachable by digital video ads.
Research from the Association of National Advertisers (ANA) and BrightLine found that 71% of client-side marketers were funding connected-TV or OTT video ads from traditional TV budgets.
Still, there’s little danger old-fashioned commercials will disappear as TV spend is sucked into ads to support digital video content served to living-room sets.
According to the ANA and BrightLine, nearly half of the advertisers they surveyed had moved less than 1% of TV budgets to OTT video. ■