What is a Smart TV?
Smart TV, sometimes also called Hybrid TV, is the term for connected TV sets that already have an integrated internet function and can be used to access a variety of interactive functions and web-based content.
Find out more about the benefits of advertising on Smart TV here.
Special features of Smart TV advertising
Unlimited and flexible streaming on the Smart TV
Users enjoy high-definition streaming from high-quality platforms on their smart TV. The time flexibility in accessing content, the opportunity to be their own program director and the large selection of content convince the majority (> 80%) of smart TV users. Users aged 30-69 in particular appreciate the variety of content on Connected TV (> 92%). Smart TVs also offer viewers the opportunity to stay informed (69%) and relax (77%). Source: Goldbach Advanced TV Study 2023
Home screen on the Smart TV is of great importance
Users can easily find their perfect content on the Smart TV's home screen with the help of an intelligent search function. The Smart TV searches multiple sources and platforms to find the most suitable and personalized content for each user. This makes it easier to search for content on the Smart TV.
According to our 2023 study, around half of those surveyed start their TV usage on the provider's user interface. Streaming apps, TV channel apps and web TV apps are still the most popular applications and are used for an average of 2.5 hours a day. At 2:51 hours, the 16-29 year-olds surveyed stated that they spend significantly more time on the additional functions than on the linear TV program (2:18 hours).
Smart TV advertising: advertising on the big screen
Advertising perception of advertising on smart TV
Over half of Connected TV users are aware of advertising in the Smart TV environment. According to our Goldbach Advanced TV Study 2023, acceptance among 16-49 year-olds is up 4% on the previous year to 60%. Almost a third of respondents say they remember the advertising, talk about it with friends, find out more about the advertised brand and ultimately buy the product.
Interactive Smart TV advertising
Smart TV advertising can also be experiential! With interactive advertising, the target group can interact with the brand directly from their living room. From surveys to product presentations - brands create unforgettable experiences.
App-based smart TV advertising
Advertisers can use the multitude of apps on smart TVs for targeted advertising. For example, brands can place their advertising in apps that are frequently used by the target group. This allows advertisers to reach their potential customers in their preferred digital environment. According to our 2023 study, two thirds of users of paid apps would accept advertising if they received the content for free instead. In particular, 30-49 year olds and households with children are open to advertising.
Advertising opportunities on the Smart TV
Which advertising spaces do media planners and marketers need to have on their radar? There are two types of advertising systems for advertising on Smart TV:
- Smart TV ads are clickable advertising banners on the user interface ("homescreen") of smart TV sets.
- Smart TV spots are digital TV spots in video streams or linear advertising placements.
In technical jargon, however, this is not really referred to as Smart TV or Smart TV advertising, but as Connected TV or Connected TV advertising. Connected TVs are TV sets that are connected to the Internet either via additional devices such as Blu-ray players, streaming boxes or sticks and games consoles, or Smart TVs that already have an integrated Internet function.
Therefore, all our advertising products on Smart TV are named Connected TV:
- Connected TV Spots
- Contextual CTV spots
- Engagement CTV Spots
- Connected TV Ads
We have also created explanatory videos for these products, take a look!