Marketers struggle to master connected tv advertising as audience grows

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By 2022 it is expected that over 60% of the U.S. population will watch connected tv more than once a month. A major problem for brands is that marketers still choose to use broadcast and cable TV over connected TV, as these traditional TV mediums have much larger audiences. Another major problem is the collection of data, which has not yet become uniform. An upside to advertising on connected TV platforms like Hulu and Roku is the opportunity to reach audiences in a more targeted way, although these audiences may be smaller than desired. However, connected TV audience sizes are on the rise, as advertising revenue on Hulu is expected to increase to $1.4 billion and ad revenue on Roku is expected to increase from $290 million to $700 million by 2020.

Publication: 
Emarketer
Author: 
Paul Verna
Document Type: 
Research
Paywall: 
Free

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