“The Sell Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Joydeep Gangopadhyay, solutions architecture at LiveRail, a Facebook company.
In our cross-screen universe, digital omnivores – also known as cross-platform consumers – love to watch and share videos, using a variety of connected devices to do so. But we aren’t just talking about short videos of funny cat tricks or game-winning touchdown passes. Nearly half of consumers view full-length movies and TV shows over the Internet daily, and more than a third do so weekly.
When considering what channel will help drive success for brand advertisers and enable a high-quality, engaging user experience, connected TV devices provide the ideal medium for video ads. While adoption of Internet-enabled TVs among consumers was slower than first anticipated by industry analysts, their popularity has significantly climbed over the past several years. Today, 63% of US households own an Internet-ready TV and, by 2020, one in four TVs worldwide is expected to be a connected TV. These TVs, along with over-the-top (OTT) content, offer consumers new mediums with which to view online video content.
From a content perspective, publishers need to ask themselves what their users want to watch on their connected TV devices. Because consumers typically use these devices in the comfort of their own homes, they expect a high-quality experience with “TV-like” episodic content. Users also usually spend more time using a specific app than they would on their mobile device.