Why connected TV is relevant for game developers and marketers
Connected TV is slowly but steadily taking over the entire world of television. The term encompasses seven big internet-connected platforms — the plugins Roku, Amazon Fire, Android TV, and Apple TV, and the smart TVs, Samsung and Vizio. Right now, 54% of U.S. households connected TV owners, and globally, 75.5% of all TV devices sold. were smart in 2018. As consumers replace old TVs, odds are they’ll be bringing a smart TV into their homes.
“That means if you’re doing television and you’re not including connected TV, you’ll miss out on the majority of people in the U.S.,” says Gijsbert Pols, director of connected TV and new channels at the leading mobile marketing analytics company Adjust, during GamesBeat Summit 2022 this week.
Connected TV is relevant for gaming in two essential ways, Pols explained during his session. First, it’s important as a marketing channel, whether you use it as a branding tool or as a full-blown performance channel, and the impact is completely measurable. Second, it’s relevant as a platform — more and more games are popping up on connected TV platforms, and capturing audience attention.
“Connected TV provides you with a fully measurable advertising channel that delivers both branding and performance, and allows you to reach premium audiences,” Pols said. “Users that came in directly via connected TV were spending a lot more money in the games that we saw than users that came in organically or via some other ad source. Plus, it has this huge assisting power.”
He shared the case study of a connected TV campaign that a major mobile app gaming company ran in January 2022. The company targeted global audiences, reaching out via multiple streaming services, including Hulu, Tubi, Disney, and so on.
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