The IAB surveyed over 200 members in a research partnership with video agency Adjust Your Set, to gain insight into the industry view on Internet-Connected TVs, highlighting that although this emerging platform is full of potential, it is still early days in the implementation of commercial strategies.
Some of the key takeouts from the research were:
- Connected TVs are not a passing fad – they are here to stay
- There are very few internet-connected TV strategies currently in place (12%)
- The industry believes consumers will plug-in to their internet-connected TVs but only when they become more widespread
- Internet-connected TVs will enhance the social TV trend
- Brands will eventually become media companies but both models will still exist
