Connected TV adspend set to grow despite ‘lack of reliable measurement’

The Connected TV Opportunity report, which was carried out by the Association of National Advertisers (ANA) with Brightline, gathered responses from 215 client-side marketers.

It found that the budgetary shift to connected TV is likely to come from other TV activity ( 71%) and digital media ( 37%). Connected TV is defined as internet-connected devices that include smart TVs and over-the-top devices such as Amazon Fire TV and Apple TV.

However, the report also highlighted the lack of reliable measurement metrics and small-scale audience penetration as the two key issues preventing advertisers from spending more on connected TV.

“Connected TV is a great opportunity for the television advertising industry, as it leverages current consumer viewing behaviour and provides digital-like targeting,” said Bob Liodice, president and CEO of the ANA. “But measurement issues need to be addressed to optimise future growth.”