A new study from YuMe and Nielsen found that a majority of smart TV users prefer more relevant advertising, suggesting that the shift towards addressability not only benefits advertisers but enhances the TV user experience. The report also found that display advertising is working well on Smart TVs – and not just for direct response. Banners were delivering on brand metrics, especially with page takeovers:
As it’s still early days for Smart TV, a significant chunk of the audience are still affluent early adopters not too dissimilar to the kind of audiences that were associated with the iPhone in the early days:
The study also found that Smart TV ads also inspire action. No less than 13 percent of users who clicked on Smart TV ads converted:
