Smart TV Viewers A Growing Audience for Marketers

Marketers have new ways to reach TV viewers, especially those with smart connections. Do these alternative ad formats work in the TV smarttvenvironment, especially when coupled with traditional TV ads? Nielsen surveyed consumers to learn about their attitudes on Smart TV  ads and their findings are encouraging.

More consumers are buying and using Smart TVs. These consumers are generally young with 42% being under age 40. Nearly 35% of the audience also enjoys a household income of over $120,000.  Smart TV owners pride themselves on being tech savvy with 73% actively seeking to buy the latest tech gadgets.

About 90% of current owners are satisfied with the Smart TV viewing experience. Consumers engage with the following features on a weekly basis:

  • Watch free online video content 61%
  • Browse the Internet 60%
  • Watch paid online video content 50%

In addition, about 17% of these consumers say they'll be cancelling their cable TV subscriptions in the near future.

Nielsen notes that marketers can improve the return on their advertising investment by adding Smart TV ad formats to traditional TV advertising.  Consumers say the advantages of Smart TV ads are:

  • Easier to watch on large screen 45%
  • Notice the variety of promotions 14%
  • Like that they can purchase the product right away 13%

Researchers noticed some differences in consumer behavior when the type of Smart TV ad is considered. For example 23% of consumers who see a banner ad with video considered buying the product. About 21% searched for more information about the product or brand after seeing a pre-​roll ad.  The Nielsen study also shows that consumers are more likely to respond  to full package and picture-​in-​picture Smart TV ad formats.

To learn more about Smart TV viewers, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.