Connected devices rate highly among consumers when it comes to ad recall and response, “with one-third of U.S. tablet owners and 40% of U.S. smartphone owners recalling an in-app ad shown on their device,” according to new research from Parks Associates.

Conducting research commissioned by Rovi for, “Connected TV Environments: The Next Iteration of TV Advertising,” Parks found that 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 to an ad. 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.

Other findings from the research include:

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  •     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.

“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,” senior research analyst Heather Way said in a press release. “These devices offer a significant opportunity, in an increasingly fragmented media environment, for advertisers to form and maintain meaningful connections with consumers.”

“Consumers of all segments are increasingly turning to digital devices for media content, and younger audiences, consumers under 34 years old, are maturing, ” she continued. “Stakeholders need to adjust their content discovery and monetization strategies so that they have a strong brand presence on these new platforms.”

Ms. Way is to chair two sessions at the upcoming “Smart TV and Multi-screen Advertising Summit” in San Francisco this week, during which she is to discuss the new research.

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