In addition to the data that testifies to the Connected TV is a booming phenomenon , it is interesting to note how users of these services positively evaluate advertising in the media and, according to a study conducted by Ipsos, they say they are willing to watch ads in exchange for free content.
It is therefore a phenomenon that cannot be overlooked by marketers and media buyers.
According to the data presented by Federica Setti, spokesperson of the UNA Media Center and Director of Research of GroupMA , also at the Engage conference, in fact, the "Advanced TV is worth in 2023 , in Italy, over 381 million euros, a growth of 29 percentage points compared to 2022 and a share of total TV advertising of 10.5% .
The video format alone represents around 50% of total investments, with 4.9 million in ısrael mobile database advertising revenue, including 3.6 billion from television and 1.2 billion from online video.
New advertising models and formats, but not only: connected TVs have paved the way for addressable TV, i.e. a new way of delivering ads on TVs that are based on personalization : specific ads that can be delivered through a combination of technology and audience segmentation .