Connected TVs and STBs driving big growth in video ad impressions

Michelle Clancy ©RapidTVNews | 04-06-2012

Connected TVs are making their presence known in advertising circles, with smart TV video ad impressions up by a factor of five over 2011, according to new research.

Video advertising company Videology said that its research also shows that there are five times more advertisers and 15 times more campaigns via Internet-connected TVs when comparing May 2012 versus May 2011.

The company is including not just connected TVs, but video-enabled set-top boxes (STBs) like the Xbox 360, PlayStation 3 (PS3), Google TV, Apple TV and Roku-connected living room sets in the research.

Also, the company found that emerging devices like tablets and smartphones make up 15% of the monthly total of all digital impressions, or over 75 million impressions.

The numbers may track lower than reality as well. "These impressions are not currently reported by comScore or other measurement services that track online video advertising," the company said, so "the commitment to these devices by advertisers is not yet fully quantifiable and likely underreported.”

Meanwhile, Leichtman Research says that 38% of U.S. homes have Internet-connected TVs either via set-top box or smart sets, which is up 8 percent from one year ago. The firm also noted that 70% of consumers say they watch video on digital devices, with 40% planning on upping that usage this year.