"From TV manufacturing giants like Samsung to nimble and innovative tech companies such as Play.Works, the last two years have demonstrated a powerful momentum of a new convergence of content developers, consumers, and advertisers."
"But if you've got a smart TV, your initial content portal is provided by your TV set manufacturer their screen is the first thing you see when you turn on the TV."
"And Connected TV advertising encompassing smart TVs, and subscription as well as free streaming apps has quickly become a more than $30 billion market, expected to grow by 50% over the next 3 years."
"But as Play.Works' Boltax told me, a grander opportunity on smart TVs is turning 30 second ads into 30-minute engagement."
Smart TVs now function as primary content portals for most U.S. households, with 83% of 122 million TV households owning a smart TV. Major manufacturers like Samsung, Vizio (now owned by Walmart), LG, and emerging players such as Roku assert control over initial user screens. Connected TV advertising has grown into a more than $30 billion market and is projected to increase by 50% in three years. Interactive games on smart TVs create opportunities to extend brief ads into prolonged engagement, attracting convergence among content developers, consumers, and advertisers. Market concentration among large manufacturers shapes distribution and monetization dynamics.
Read at www.forbes.com
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