UK Research Confirms High Demand for Video Content Apps on Connected TVs
Rovi and Red Bull Media House Team to Evaluate Connected Device Users and Test Advanced Advertising Campaigns Designed to Drive App Awareness
Santa Clara, Calif. - 6/14/2012 - Smart TV Applications (Apps) that deliver video content are among the most popular for UK consumers, according to the Rovi Corporation (NASDAQ: ROVI) Smart TV Advertising Study, which was conducted by Decipher Research with the support of media firms such as Red Bull Media House*. The Study surveyed 500 owners of Samsung Smart TVs and Blu-ray® Disc players and found that video content delivery Apps such as BBC iPlayer, BBC News, LoveFilm, and YouTube were among the most frequently used.
The research also revealed that the average connected TV device household downloads at least 9 Apps and that in addition to on-demand content Apps, there was a cited desire for utility Apps, including banking, betting and shopping services, as well as informative content such as cooking recipes. Parents also indicated an interest in games and educational Apps designed for children. In general, the results suggested that consumers’ appetite for Apps increased as they became more familiar with the Smart TV platform and what it could facilitate.
Driving App Awareness
As part of the Study, Red Bull Media House teamed with Rovi to explore how users react to advertising on connected TV devices that were designed to drive awareness and downloads of its new Red Bull TV Smart TV App. The advanced campaign for the Red Bull TV App features eye-catching banners within the content search and discovery areas of the Samsung Smart Hub. The adverts direct viewers to an interactive, rich media microsite where they can watch high-definition clips of some of the popular shows available on Red Bull TV and directly download the Application. The campaign, which runs through June, has already generated millions of impressions for Red Bull TV and driven 81% higher interest in downloading the App within its target demographic.
“The Rovi Advertising Network enables advertisers to place dynamic, engaging ads in front of consumers as they search for meaningful entertainment across the many content sources and choices available to them on connected devices,” said Jon Hewson, Advertising Director for Rovi in EMEA. “As our relationship with Red Bull Media House attests, the Rovi Advertising Network is not only a great vehicle for media companies to better engage with consumers in the living room, but also an ideal tool for App developers looking to build an audience.”
In Europe, the Rovi Advertising Network targets advertisers, agencies, and brand marketers with highly scalable, measurable, and interactive advertising options that are tightly integrated into consumers’ entertainment search and discovery experience on connected TV devices. Used by leading brands including BT, Honda, Channel 4, Ladbrokes, Red Bull Media House, and Twentieth Century Fox, the Rovi Advertising Network enables marketers to reach TV viewers at a point of high receptivity. The Rovi Ad Network has placements on a range of Smart TVs and Blu-ray Disc players including new and in-market models from Samsung, Panasonic, and Toshiba.
*Findings based on a panel-based survey of UK residents and owners of a select manufacturer's TV or Blu-ray Disc Player connected to the Internet and with a Rovi-served advertising inventory
About Rovi Corporation
Rovi powers the discovery, delivery, display and monetization of digital entertainment. With innovative technology solutions for consumer electronics manufacturers, service providers, content producers, advertisers, retailers and websites, Rovi connects people and the entertainment they love. The company holds over 5,000 issued or pending patents worldwide and is headquartered in Santa Clara, California. More information about Rovi can be found at rovicorp.com.
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