Latest news with #CTVs
Time of India
a day ago
- Business
- Time of India
Connected TVs boost purchase intent, especially among Gen Z: Research
A new study from Samsung Ads and Kantar, titled "Beyond Awareness," indicates that advertising on Connected TVs (CTVs) is effective in driving consumer purchase intent and brand favorability . The research, which analysed over 100 brand lift studies from campaigns on Samsung Smart TVs, shows CTV's role in influencing various stages of the consumer journey. The study found that CTV campaigns led to a 7.9 per cent uplift in consumer consideration . Notably, Gen Z (18 to 24 years old) showed a significant response, with an 8.5 per cent increase in purchase behavior and a 9.1 per cent rise in brand favorability after exposure to CTV ads. This highlights Gen Z as a responsive audience segment for CTV advertising. "The study reinforces the growing importance of Connected TVs as a key touchpoint for driving awareness and consideration," said Bhavna Saincher, head, insights and client solutions, Samsung Ads India. "The high engagement from Gen Z signals a major opportunity for brands targeting this digitally-native audience." Key findings from the study: Purchase intent uplift: Connected TV campaigns on Samsung Smart TVs deliver an overall 7.9 per cent uplift in consumer consideration, with Gen Z audiences showing up to an 8.5 per cent increase in purchase behavior. Impact of frequency: Campaigns that reach audiences four or more times can see a doubled impact across key performance indicators (KPIs), indicating the importance of optimal ad frequency. Broad industry effectiveness: CTV advertising shows substantial uplifts across various sectors, including consumer products, technology, automotive, apparel, and home solutions. It proves effective for both Gen Z and more than 35 age groups. Ebu Isaac, vice president, insights division, Kantar, noted, "As Connected TV becomes a full-funnel marketing channel, this study provides evidence of its value, especially in driving favorability and purchase intent among younger audiences. CTV offers a platform that combines precision, scaleand measurable impact."
Yahoo
09-06-2025
- Business
- Yahoo
Shoppable TV: The Next Frontier in Interactive Advertising
Film and TV companies are enhancing revenue and data collection through IoT investments, focusing on smart TVs and RFID technologies. IoT aids in asset management and operational efficiency. Key trends include connected TVs and shoppable content, revolutionizing content monetization and advertising. Dublin, June 09, 2025 (GLOBE NEWSWIRE) -- The "Strategic Intelligence: The Internet of Things in Film and TV (2025)" report has been added to and TV companies are investing in IoT technologies to enhance revenue, data collection, cost efficiency, and content monetization. Film and TV companies are increasing investment into IoT initiaves and will continue to do use in film and TV will increase in the coming yearsThe Internet of Things, or IoT, could benefit film and TV companies significantly. Some of the use cases of IoT in the industry include connected devices like smart TVs and radio-frequency identity (RFID) tags, which can help production companies manage and track their physical and digital assets, improving operational efficiency. Companies must invest time and money to understand relevant IoT technologies, build the necessary skill sets, and establish strategic partnerships to take full TVs are a key IoT technology for film and TVThe widespread adoption of smart TVs, or connected TVs (CTVs), by consumers has significant implications for content creation, distribution, and viewer engagement. In the UK, 86% of primary TV sets were connected to the internet in 2024, according to Ofcom. CTVs enable companies to gather user data and create personalized viewing experiences that can set their products apart in a competitive market. Content providers should partner with CTV manufacturers and platform operators to secure bespoke deals. Such collaborations may include agreements on data sharing, preferential content placement in search algorithms, and content bundling packages. Additionally, by integrating technologies such as voice control, CTVs can enhance the offerings of film and TV TV is the future of TV advertisingFacilitated by the widespread adoption of CTVs, shoppable television is rapidly transforming the landscape of advertising and content consumption within the industry. Shoppable content integrates e-commerce directly into the viewing experience, allowing audiences to purchase products featured in shows and advertisements. It capitalizes on the growing trend of second-screen shopping, especially among younger demographics, while providing a new level of interactivity that traditional advertising cannot. Shoppable TV allows vertically integrated companies like Amazon to merge their entertainment and retail business interests and share data Internet of Things, or IoT, could benefit film and TV companies significantly. Some of the use cases of IoT in the industry include connected devices like smart TVs and radio-frequency identity (RFID) tags, which can help production companies manage and track their physical and digitalassets, improving operational efficiency. Companies must invest time and money to understand relevant IoT technologies, build the necessary skill sets, and establish strategic partnerships to take full Scope This report provides an overview of the internet of things theme and how it will impact the film and TV industry. The report predicts how the internet of things in film and TV will evolve, including the key challenges it will solve. It includes selected case studies highlighting who is innovating in film and TV using internet of things technologies The report also includes a comprehensive data analysis, including market size and growth forecasts for the future of work. Reasons to Buy The thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. This report is essential for senior executives at film and TV companies to understand the critical benefits from integrating internet of things technology into their operations. Film and TV companies who fail to implement internet of things solutions will fall behind. In addition, the report identifies the leading internet of things adopters in film and TV, as well as specialist tech vendors in this space. Key Topics Covered: Executive Summary Players Value Chain The Impact of IoT on Film and TV Case Studies The IoT Timeline Companies Sector Scorecard Company Coverage Includes: Accenture Acer Alteryx Alibaba Alibaba Pictures Alphabet (Google) Amazon AMC Entertainment AMC Networks AMD Apple Arista Networks Arup Atos Atresmedia Baidu Bain & Company Bentley Systems Bilibili Bosch Broadcom ByteDance Capgemini Cisco Cloudera Cognex Cognizant Curry's Dataiku DataStax Dell Technologies Deloitte Deutsche Telekom DiO DXC Technology Ericsson EY Fortinet Fujitsu GAO RFID Google Grupo Televisa Haier HCLTech Hitachi Vantara Hikvision Honeywell Humax Huawei IBM Infineon Informatica Intel ITV JVC Juniper Networks KPMG Konka Kyndryl LG Electronics Lenovo Lionsgate Live Nation M6-Metropole TV MediaForEurope MediaTek Meta Microsoft MongoDB Naspers Netflix Network 18 Media Nexstar Nokia Nvidia Oracle Panasonic Paramount Paramount Global Philips PwC ProSiebenSat.1 Rakuten RCA Roku Rockwell Automation Samsung Electronics Samsung SDS SAS Schneider Electric Seiki Sierra Wireless Siemens Snap Snowflake Software AG Sony Spotify Splunk Talend Tata Consultancy Services Tech Mahindra Tegna Teradata Texas Instruments Tietoevry Toshiba Universal Music Uscreen Vantiva Veritas Viaplay Vivendi Walt Disney Warner Bros. Discovery Warner Music Wipro X (formerly Twitter) Xiaomi Zee Entertainment ZTE For more information about this report visit About is the world's leading source for international market research reports and market data. We provide you with the latest data on international and regional markets, key industries, the top companies, new products and the latest trends. CONTACT: CONTACT: Laura Wood,Senior Press Manager press@ For E.S.T Office Hours Call 1-917-300-0470 For U.S./ CAN Toll Free Call 1-800-526-8630 For GMT Office Hours Call +353-1-416-8900Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Time of India
17-05-2025
- Business
- Time of India
AI-powered CTVs are redefining content, engagement and monetisation
HighlightsAI-driven connected televisions are transforming content consumption in India, with 65% of households shifting from traditional cable television to smart innovations, showcasing a growing preference for personalized and high-quality viewing experiences. The hyper-personalization enabled by artificial intelligence allows connected televisions to curate tailored playlists, suggest interactive elements, and enhance user engagement, significantly increasing the time spent on the platform and creating new monetization opportunities for brands and advertisers. By 2030, connected televisions are projected to become the largest distributors of content on large screens, driven by AI-powered personalization and monetization strategies, fundamentally reshaping the entertainment economy and providing unprecedented opportunities for businesses. By Manish Gupta Your television is no longer just a screen—it's an intuitive companion that knows you. It starts your day with an inspiring quote or a song that lifts your mood, suggests a delicious recipe for your kids in the afternoon, and keeps you updated on the latest football scores in the evening. This is the power of AI-driven connected TVs (CTVs)—reshaping content consumption in India while unlocking unprecedented opportunities for businesses to engage with audiences in deeply personal ways. With 65% of Indian households moving away from traditional cable television and embracing smart innovations like Smart TVs and internet-enabled set-top boxes, the entertainment landscape is undergoing a paradigm shift. Currently, 36% of SVoD (subscription video-on-demand) audiences in urban India use CTV devices to stream content, highlighting the growing preference for convenience, personalization, and high-quality viewing experiences. As this shift accelerates, AI is emerging as the driving force behind this transformation, redefining how viewers engage with content while enabling businesses to maximize monetization. AI-Driven Personalization: The Core of CTV Growth AI has turned CTVs into intelligent entertainment hubs that learn continuously from viewers' habits and preferences. AI-driven recommendation engines dynamically curate playlists of shows and movies tailored to every user, based on viewing history, watch-time behaviour, and even emotional responses. This hyper-personalization extends beyond recommendations. AI enables CTVs to adjust user interfaces, curate watchlists, and even suggest interactive elements to enhance engagement. The result? A significant increase in time spent on the platform, and opportunities for brands and advertisers to deliver highly relevant and effective messaging, ultimately driving revenues. For instance, when a cricket fanatic user is watching a movie, AI ensures they are simultaneously updated with real-time statistics without disrupting the viewing experience. If a cooking show plays in the background, a simple glance or voice command can surface recipes and instantly add ingredients to your shopping cart. Even during a live gaming tournament, AI-driven overlays let you scan and shop for merchandise, place real-time predictions, or interact with players—all without breaking the flow of your experience. A viewer browsing a fashion show can instantly purchase an outfit displayed on screen, or someone passively watching travel content can receive curated destination deals. This fusion of AI, interactivity, and commerce is redefining engagement—turning CTVs into always-on, revenue-generating ecosystems. The Democratization of Content and Audience Expansion AI's ability to analyze consumption patterns is also democratizing content discovery and distribution. Unlike traditional television networks that cater to mass audiences, AI-powered recommendation engines surface niche content that might otherwise go unnoticed. Whether it's regional cinema, documentaries, or niche content, AI ensures that viewers have access to content aligned with their unique interests. By understanding audience preferences at a granular level, content providers can develop more localized and culturally relevant programming, creating new revenue opportunities in regional and vernacular markets. This shift enables content creators and producers to overcome distribution challenges and tap into a wider, more engaged audience base. Data Ushering A New Era of Monetization The vast data generated by CTVs offers businesses deep insights into audience behaviour, unlocking new monetization opportunities. According to Kantar, 63% of consumers find CTV ads more personalized, highlighting AI's role in refining ad strategies and enhancing brand engagement. Moving beyond traditional, one-size-fits-all advertising, AI ensures ads are hyper-relevant and delivered at optimal moments—whether during a natural pause or a peak emotional point—maximizing engagement and conversions. By leveraging AI-driven insights, brands can strategically place ads for higher viewer retention and better ROI, transforming advertising from broad-spectrum messaging into precision-targeted, context-aware marketing that drives substantial revenue growth. Shoppable TV experiences, smart product placements, and voice-enabled purchasing seamlessly blend commerce with content and unlocks new revenue opportunities for brands and marketeers. By 2030, CTVs are expected to become the largest distributors of content on large screens, powered by AI-driven personalization and monetization strategies . AI is not just enhancing the way we consume content—it is fundamentally reshaping the entertainment economy. It is enabling storytelling, engagement, and commerce to converge seamlessly on the connected screen, delivering highly personalized, interactive, and immersive experiences. For audiences, this means richer content discovery, deeper engagement, and limitless choices. For businesses, this represents an unprecedented opportunity to harness AI's predictive power, driving profitability and shaping the future of entertainment in a smarter, more connected world. Those who invest in AI-driven CTV strategies today will be at the forefront of the next entertainment revolution, capitalizing on the immense potential of AI-powered personalization and revenue generation. (The author is Senior Vice President & GM – Glance TV. Views are personal.)
WIRED
18-04-2025
- Business
- WIRED
LG's Integrated TV Ad Tech Analyzes Your Emotions
Scharon Harding, Ars Technica LG has licensed tech that claims to interpret TV users' feelings and convictions. The company will use this data to more directly target the ads it's showing to users of its smart TV platform. LG TVs will soon leverage an artificial intelligence model built for showing advertisements that more closely align with viewers' personal beliefs and emotions. This story originally appeared on Ars Technica, a trusted source for technology news, tech policy analysis, reviews, and more. Ars is owned by WIRED's parent company, Condé Nast. The company plans to incorporate a partner company's AI tech into its TV software in order to interpret psychological factors impacting a viewer, such as personal interests, personality traits, and lifestyle choices. The aim is to show LG webOS users ads that will emotionally impact them. The upcoming advertising approach comes via a multiyear licensing deal with Zenapse, a company that describes itself as a software-as-a-service marketing platform that can drive advertiser sales 'with AI-powered emotional intelligence.' LG will use Zenapse's technology to divide webOS users into hyper-specific market segments that are supposed to be more informative to advertisers. LG Ad Solutions, LG's advertising business, announced the partnership on Tuesday. The technology will be used to inform ads shown on LG smart TVs' home screens, free ad-supported TV (FAST) channels, and elsewhere throughout webOS, per StreamTV Insider. LG will also use Zenapse's tech to 'expand new software development and go-to-market products," it said. LG didn't specify the duration of its licensing deal with Zenapse. Zenapse's platform for connected TVs (CTVs), ZenVision, is supposed to be able to interpret the types of emotions shown in the content someone is watching on TV, partially by using publicly available information about the show's or movie's script and plot, StreamTV Insider reported. ZenVision also analyzes viewer behavior, grouping viewers based on their consumption patterns, the publication noted. Under the new partnership, ZenVision can use data that LG has gathered from the automatic content recognition software in LG TVs. With all this information, ZenVision will group LG TV viewers into highly specified market segments, such as 'goal-driven achievers,' 'social connectors,' or "emotionally engaged planners," an LG spokesperson told StreamTV Insider. Zenapse's website for ZenVision points to other potential market segments, including "digital adopters," "wellness seekers," "positive impact & environment," and "money matters." Companies paying to advertise on LG TVs can then target viewers based on the ZenVision-specified market segments and deliver an 'emotionally intelligent ad,' as Zenapse's website puts it. LG will use Zenapse's technology to divide webOS users into hyper-specific market segments that are supposed to be more informative to advertisers. This type of targeted advertising aims to bring advertisers more in-depth information about TV viewers than demographic data or even contextual advertising (which shows ads based on what the viewer is watching) via psychographic data. Demographic data gives advertisers viewer information, like location, age, gender, ethnicity, marital status, and income. Psychographic data is supposed to go deeper and allow advertisers to target people based on so-called psychological factors, like personal beliefs, values, and attitudes. As Salesforce explains, 'psychographic segmentation delves deeper into their psyche' than relying on demographic data. 'As viewers engage with content, ZenVision's understanding of a consumer grows deeper, and our... segmentation continually evolves to optimize predictions,' the ZenVision website says. Getting Emotional LG's partnership with Zenapse comes as advertisers struggle to appeal to TV viewers' emotions. Google, for example, attempted to tug at parents' heartstrings with the now-infamous Dear Sydney ad aired during the 2024 Summer Olympics. Looking to push Gemini, Google hit all the wrong chords with parents, and, after much backlash, pulled the ad. The partnership also comes as TV OS operators seek new ways to use smart TVs to grow their own advertising businesses and to get people to use TVs to buy stuff. With their ability to track TV viewers' behavior, including what they watch and search for on their TVs, smart TVs are a growing obsession for advertisers. As LG's announcement pointed out, CTVs represent "one of the fastest-growing ad segments in the US, expected to reach over $40 billion by 2027, up from $24.6 billion in 2023." However, as advertisers' interest in appealing to streamers grows, so do their efforts to track and understand viewers for more targeted advertising. Both efforts could end up pushing the limits of user comfort and privacy. LG is one of the biggest global TV brands, so its plan to distribute emotionally driven ads to the 200 million LG TVs currently in people's homes could have a ripple effect. Further illustrating the dominance of LG TVs, webOS is estimated to be in 35 percent of US homes, per data that Hub Entertainment Research shared this week. As such, LG's foray into advertising driven by AI's ability to understand and appeal to viewer emotions could lead to other CTV OSes following suit. For its part, LG thinks it can use Zenapse's tech to make "future innovations that could shape new emotionally intelligent experiences for the TV screen," a spokesperson told StreamTV Insider. As it stands, targeted ads are a divisive approach to what we might consider a necessary evil: advertising. While targeted ads rely on tracking techniques that many find invasive, they could also result in ads that are more relevant and less annoying to the people seeing them. In cases where advertising is inevitable, some prefer ads that appeal on a personal level over messaging that can be inappropriate or, even, disturbing and offensive. At this stage, we don't know how the ads shown on LG's webOS might evolve with Zenapse's technology. But it seems like LG and, likely, other smart TV OS operators will try to strengthen their abilities to understand your convictions, beliefs, and values. This story originally appeared on Ars Technica.
