Ad-Supported Content Tops With Connect TV Users

Connected TV advertising proponents will appreciate this bit of research: Connected TV consumers prefer ad-supported content to paid, ad-free content. A new survey pushes the idea that connected TVs will be a big opportunity for TV advertisers, per research done by Frank N. Magid Associates, commissioned by digital advertising company YuMe.

Connected TVs are growing, 30% of Internet-connected households have some form of connected TV, the survey notes. Some 60% prefer 15 second to 30 second ads over a monthly subscription or the pay-per-view model for short-form video. 44% feel the same way when it comes to streaming TV shows. Data also shows that nearly 90% of connected TV users notice ads on the digital platform, with the majority of pre-roll ads -- 57% -- noticed by users. Nearly 70% of connected TV users are likely to interact with a relevant ad, and nearly 20% purchased the product mentioned in the ad.