Connected TVs to offer highly targeted advertising
Connected TVs, which are becoming increasingly popular, allow marketers to provide highly targeted, personalised advertising.&nbsp;
Dive Brief:

Connected TVs are becoming more common and offer marketers a venue for highly targeted advertising.

Around 33% of Americans over 18 own a connected TV, which offers marketers a combination of the online experience with TV advertising branding.

So far marketers are keeping their ad budgets in more traditional media.

Dive Insight:

Connected TVs should be a device that has marketers champing at the bit – a hybrid that combines an online web experience with more traditional TV advertising branding.

Scott Rosenberg, VP of advertising at digital TV streaming company Roku told ClickZ, "There's no bigger branding medium than TV. It has the sound and motion advantage, but the real advantage of a connected TV is it's a mashup of web advantage plus traditional TV branding. We have all the digital targeting tools of online ad tech, but we also have the advantage of being in the living room."

Part of the allure of advertising on connected TVs is apps running on the devices – such as streaming services like Netflix, Hulu Plus and Amazon Prime – are collecting data on users that can be tapped to create very personalized ad campaigns. Right now marketers are tending to keep ad budgets in more traditional media, such as expensive television spots, but the trend toward data-driven marketing should make marketers more interested in access to user data that can lead to individualized campaigns.