{"id":24461,"date":"2024-04-08T10:25:04","date_gmt":"2024-04-08T08:25:04","guid":{"rendered":"https:\/\/goldbach.com\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/"},"modified":"2026-01-16T21:58:09","modified_gmt":"2026-01-16T20:58:09","slug":"the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective","status":"publish","type":"post","link":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/","title":{"rendered":"The Advanced TV study by Goldbach makes it clear: Advertising on Connected TV is becoming increasingly effective."},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\"><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1224px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1 fusion-text-no-margin\" style=\"--awb-margin-bottom:20px;\"><p><strong>In January 2024, the advertising marketer Goldbach conducted the DACH-wide study on <a class=\"glossaryLink cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Advanced TV&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Advanced TV is an umbrella term for data-driven and digitised forms of TV advertising that go beyond traditional linear broadcasting. This includes, among other things, Addressable TV, Connected TV and programmatic TV advertising. &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/advanced-tv\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Advanced TV<\/a> for the seventh time. In addition to the consistently high awareness and use of <a class=\"glossaryLink cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Connected TV (CTV)&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Connected TV (CTV) refers to television sets with an internet connection that allow digital content to be accessed beyond traditional cable or satellite TV. The term encompasses both Smart TVs with integrated interfaces and conventional televisions made online-capable via external devices such as streaming sticks (e.g., Amazon Fire Stick), set-top boxes (e.g., Apple TV), or gaming consoles. As an advertising platform, CTV enables the expansion of linear TV to include interactive and programmatic Advertising Formats.  &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/connected-tv-ctv\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Connected TV (CTV)<\/a>, the increasing advertising perception and acceptance stood out, which makes the medium particularly attractive for advertisers. <\/strong><\/p>\n<p>For the seventh time, the advertising marketer Goldbach Group AG conducted its DACH study on the use and distribution of <a class=\"glossaryLink cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Advanced TV&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Advanced TV is an umbrella term for data-driven and digitised forms of TV advertising that go beyond traditional linear broadcasting. This includes, among other things, Addressable TV, Connected TV and programmatic TV advertising. &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/advanced-tv\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Advanced TV<\/a> &ndash; the internet-based delivery of TV content &ndash; in January 2024. In addition to the consistently high awareness and use of <a class=\"glossaryLink cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Connected TV (CTV)&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Connected TV (CTV) refers to television sets with an internet connection that allow digital content to be accessed beyond traditional cable or satellite TV. The term encompasses both Smart TVs with integrated interfaces and conventional televisions made online-capable via external devices such as streaming sticks (e.g., Amazon Fire Stick), set-top boxes (e.g., Apple TV), or gaming consoles. As an advertising platform, CTV enables the expansion of linear TV to include interactive and programmatic Advertising Formats.  &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/connected-tv-ctv\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Connected TV (CTV)<\/a>, i.e. TV devices that are connected to the Internet either by themselves or through an additional device, an increase in advertising perception and acceptance was noted. Advertising perception has increased to 51%, which corresponds to an increase of 10% compared to the previous year. Among the young <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_OOH cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Target group&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;A target group is the defined group of people who are to be specifically addressed with a communication or advertising measure and who share common characteristics such as demographic, geographic, or behavioral attributes.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/target-group\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">target group<\/a> of 16-29 year olds, perception is even higher at 53% (an increase of 16%).   <\/p>\n<p>The acceptance of advertising in CTV has also increased. 52% of CTV users* (respondents who use the additional functions on a CTV) stated that they find advertising on the additional functions of CTV, such as apps or video-on-demand offers, completely acceptable. This corresponds to an increase of 4% compared to 2023. The highest values were recorded among 16-29 year olds (54%) and households with more than three people and households with children (56% each). Around two-thirds of the study participants who use at least one paid <a class=\"glossaryLink cmtt_Audio cmtt_Online\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;App&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;An app (application) is a software program for mobile devices or computers that performs a specific function or task. Apps are usually provided via app stores or platforms and enable access to services, content, or features. &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/en\/glossary\/app\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>app<\/a> also stated that they would accept advertising on currently paid apps if they could consume the content free of charge in return.    <\/p>\n<p>Also of interest to advertising clients: Almost half of CTV users* (49%) said they found advertising in CTV useful, and a still significant 41% said advertising on this medium was helpful.<\/p>\n<p><strong><a class=\"glossaryLink cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Smart TV&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Internet-enabled TV device that also allows the use of apps for streaming audio or video content, for example. A Smart TV typically features numerous additional connections for set-top boxes, gaming consoles, etc. &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/smart-tv\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Smart TV<\/a> remains a popular access method<\/strong><\/p>\n<p><a class=\"glossaryLink cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Smart TV&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Internet-enabled TV device that also allows the use of apps for streaming audio or video content, for example. A Smart TV typically features numerous additional connections for set-top boxes, gaming consoles, etc. &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/smart-tv\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Smart TV<\/a> is the most popular connection type among CTV users, at 75%. <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Streaming&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;The continuous transmission of audio or video data over a network (Internet), where content can be consumed during the transmission process. Unlike a download, no permanent copy is stored on the end device. A distinction is made between live streaming (real-time transmission, e.g., sports or linear TV) and Video-on-Demand (VOD, time-shifted access).  &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/streaming\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Streaming<\/a> boxes and game consoles follow with 32% each. Samsung remains the most frequently used brand among <a class=\"glossaryLink cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Smart TV&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Internet-enabled TV device that also allows the use of apps for streaming audio or video content, for example. A Smart TV typically features numerous additional connections for set-top boxes, gaming consoles, etc. &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/smart-tv\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Smart TV<\/a> users*, followed by LG and Sony. Among the <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Streaming&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;The continuous transmission of audio or video data over a network (Internet), where content can be consumed during the transmission process. Unlike a download, no permanent copy is stored on the end device. A distinction is made between live streaming (real-time transmission, e.g., sports or linear TV) and Video-on-Demand (VOD, time-shifted access).  &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/streaming\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">streaming<\/a> boxes, the Apple TV Box is slightly more popular than Magenta TV and the Amazon Fire TV Cube, while among the game consoles, the Sony Playstation is ahead of the Nintendo Switch and the Xbox.   <\/p>\n<p><strong>Significant use and awareness among households with children<\/strong><\/p>\n<p>The study shows the high results among the young <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_OOH cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Target group&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;A target group is the defined group of people who are to be specifically addressed with a communication or advertising measure and who share common characteristics such as demographic, geographic, or behavioral attributes.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/target-group\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">target group<\/a> of 16-29 year olds and households with more than three people or with children. This is no different when it comes to the awareness and use of CTV. With a general awareness of 72% and use of 56%, the values remain consistently high. Among households with more than three people, they are slightly higher at 76% (awareness) and 63% (use). The same applies to households with children (77% and 66% respectively) and the 16-29 year old viewers* (73% and 61% respectively). Together with the 2.2 people who, according to the study, sit in front of the CTV together on average, these results clearly show that CTV is a classic one-to-many medium.     <\/p>\n<p>The <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Viewing time&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Viewing time refers to the average or total time that people actually watch a TV show or programme. It serves as a metric for measuring the intensity of TV content usage. &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/viewing-time\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">viewing time<\/a> is just as constant. While respondents indicated that they spent 2:21 hours a day in front of the CTV last year, this year it was 2:23 hours. CTV is used the longest by 16-29 year olds (2:54 hours) and women (2:35 hours). Second-screen use was also surveyed for the first time this year.   <\/p>\n<p>The results and the detailed results of the entire DACH study can be ordered on the Goldbach website <a href=\"https:\/\/goldbach.com\/ch\/de\/news-and-insights\/advanced-tv-studie-2024\" target=\"_blank\" rel=\"noopener\">www.goldbach.com<\/a>.<\/p>\n<p><strong>About the Study<\/strong><\/p>\n<p>Goldbach has been conducting the <a class=\"glossaryLink cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Advanced TV&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Advanced TV is an umbrella term for data-driven and digitised forms of TV advertising that go beyond traditional linear broadcasting. This includes, among other things, Addressable TV, Connected TV and programmatic TV advertising. &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/en\/glossary\/advanced-tv\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Advanced TV<\/a> study since 2017. This year, 3,500 people (1,500 from Germany, 1,000 each from Austria and Switzerland) aged 16-69 throughout the DACH region took part in the study. Online, they were asked about &ldquo;awareness, type and use of Connected TV&rdquo;, &ldquo;ownership of Internet-enabled TV sets&rdquo;, &ldquo;<a class=\"glossaryLink cmtt_Audio cmtt_Online\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;App&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;An app (application) is a software program for mobile devices or computers that performs a specific function or task. Apps are usually provided via app stores or platforms and enable access to services, content, or features. &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/en\/glossary\/app\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>app<\/a> use on Internet-enabled TV sets&rdquo; and &ldquo;perception and assessment of advertising in the area of additional functions on Connected TV&rdquo;. The survey took place in January 2024.   <\/p>\n<\/div><\/div><\/div><\/div><\/div><!-- \/wp:post-content -->","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":24450,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[86],"tags":[246,249],"kanal":[317,313],"werbeform":[324],"class_list":["post-24461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press-release","tag-advancedtv","tag-study","kanal-online","kanal-tv","werbeform-advanced-tv"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Advanced TV Study 2024<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Advanced TV study by Goldbach makes it clear: Advertising on Connected TV is becoming increasingly effective.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/\" \/>\n<meta property=\"og:site_name\" content=\"Goldbach\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-08T08:25:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-16T20:58:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/bild_advanced-tv-studie-2024_de.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Jessica Wonneberger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jessica Wonneberger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/\"},\"author\":{\"name\":\"Jessica Wonneberger\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/#\\\/schema\\\/person\\\/6898f118ad9805255f0ec149203dd8ae\"},\"headline\":\"The Advanced TV study by Goldbach makes it clear: Advertising on Connected TV is becoming increasingly effective.\",\"datePublished\":\"2024-04-08T08:25:04+00:00\",\"dateModified\":\"2026-01-16T20:58:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/\"},\"wordCount\":952,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/12\\\/bild_advanced-tv-studie-2024_de.webp\",\"keywords\":[\"AdvancedTV\",\"Study\"],\"articleSection\":[\"Press release\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/\",\"url\":\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/\",\"name\":\"Advanced TV Study 2024\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/12\\\/bild_advanced-tv-studie-2024_de.webp\",\"datePublished\":\"2024-04-08T08:25:04+00:00\",\"dateModified\":\"2026-01-16T20:58:09+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/#primaryimage\",\"url\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/12\\\/bild_advanced-tv-studie-2024_de.webp\",\"contentUrl\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/12\\\/bild_advanced-tv-studie-2024_de.webp\",\"width\":1920,\"height\":1080},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/press-release\\\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/goldbach.com\\\/en\\\/willkommen-bei-goldbach\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Advanced TV study by Goldbach makes it clear: Advertising on Connected TV is becoming increasingly effective.\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/goldbach.com\\\/en\\\/\",\"name\":\"Goldbach\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/goldbach.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/#organization\",\"name\":\"Goldbach\",\"url\":\"https:\\\/\\\/goldbach.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/10\\\/goldbach-media-relations-goldbach-logo.webp\",\"contentUrl\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/10\\\/goldbach-media-relations-goldbach-logo.webp\",\"width\":640,\"height\":360,\"caption\":\"Goldbach\"},\"image\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/company\\\/goldbach-group-ag\\\/\",\"https:\\\/\\\/www.instagram.com\\\/goldbach_ch\\\/\",\"https:\\\/\\\/www.youtube.com\\\/user\\\/GoldbachGroup\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/en\\\/#\\\/schema\\\/person\\\/6898f118ad9805255f0ec149203dd8ae\",\"name\":\"Jessica Wonneberger\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g\",\"caption\":\"Jessica Wonneberger\"},\"description\":\"Seit 2006 arbeite ich bei Goldbach und habe dabei einiges an Erfahrungen gesammelt \u2013 von Radio-Marketing und Event Management bis hin zu Digital. Seit 2017 bin ich als Senior Projektmanagerin Digital und Product Ownerin verantwortlich f\u00fcr Strategie und Weiterentwicklung von goldbach.com.\",\"url\":\"https:\\\/\\\/goldbach.com\\\/en\\\/author\\\/jessi\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Advanced TV Study 2024","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/","og_locale":"en_US","og_type":"article","og_title":"The Advanced TV study by Goldbach makes it clear: Advertising on Connected TV is becoming increasingly effective.","og_url":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/","og_site_name":"Goldbach","article_published_time":"2024-04-08T08:25:04+00:00","article_modified_time":"2026-01-16T20:58:09+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/bild_advanced-tv-studie-2024_de.webp","type":"image\/webp"}],"author":"Jessica Wonneberger","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Jessica Wonneberger","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/#article","isPartOf":{"@id":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/"},"author":{"name":"Jessica Wonneberger","@id":"https:\/\/goldbach.com\/en\/#\/schema\/person\/6898f118ad9805255f0ec149203dd8ae"},"headline":"The Advanced TV study by Goldbach makes it clear: Advertising on Connected TV is becoming increasingly effective.","datePublished":"2024-04-08T08:25:04+00:00","dateModified":"2026-01-16T20:58:09+00:00","mainEntityOfPage":{"@id":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/"},"wordCount":952,"commentCount":0,"publisher":{"@id":"https:\/\/goldbach.com\/en\/#organization"},"image":{"@id":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/#primaryimage"},"thumbnailUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/bild_advanced-tv-studie-2024_de.webp","keywords":["AdvancedTV","Study"],"articleSection":["Press release"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/","url":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/","name":"Advanced TV Study 2024","isPartOf":{"@id":"https:\/\/goldbach.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/#primaryimage"},"image":{"@id":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/#primaryimage"},"thumbnailUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/bild_advanced-tv-studie-2024_de.webp","datePublished":"2024-04-08T08:25:04+00:00","dateModified":"2026-01-16T20:58:09+00:00","breadcrumb":{"@id":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/#primaryimage","url":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/bild_advanced-tv-studie-2024_de.webp","contentUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/bild_advanced-tv-studie-2024_de.webp","width":1920,"height":1080},{"@type":"BreadcrumbList","@id":"https:\/\/goldbach.com\/en\/press-release\/the-advanced-tv-study-by-goldbach-makes-it-clear-advertising-on-connected-tv-is-becoming-increasingly-effective\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/goldbach.com\/en\/willkommen-bei-goldbach\/"},{"@type":"ListItem","position":2,"name":"The Advanced TV study by Goldbach makes it clear: Advertising on Connected TV is becoming increasingly effective."}]},{"@type":"WebSite","@id":"https:\/\/goldbach.com\/en\/#website","url":"https:\/\/goldbach.com\/en\/","name":"Goldbach","description":"","publisher":{"@id":"https:\/\/goldbach.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/goldbach.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/goldbach.com\/en\/#organization","name":"Goldbach","url":"https:\/\/goldbach.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/goldbach.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/goldbach-media-relations-goldbach-logo.webp","contentUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/goldbach-media-relations-goldbach-logo.webp","width":640,"height":360,"caption":"Goldbach"},"image":{"@id":"https:\/\/goldbach.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/goldbach-group-ag\/","https:\/\/www.instagram.com\/goldbach_ch\/","https:\/\/www.youtube.com\/user\/GoldbachGroup"]},{"@type":"Person","@id":"https:\/\/goldbach.com\/en\/#\/schema\/person\/6898f118ad9805255f0ec149203dd8ae","name":"Jessica Wonneberger","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g","caption":"Jessica Wonneberger"},"description":"Seit 2006 arbeite ich bei Goldbach und habe dabei einiges an Erfahrungen gesammelt \u2013 von Radio-Marketing und Event Management bis hin zu Digital. Seit 2017 bin ich als Senior Projektmanagerin Digital und Product Ownerin verantwortlich f\u00fcr Strategie und Weiterentwicklung von goldbach.com.","url":"https:\/\/goldbach.com\/en\/author\/jessi\/"}]}},"_links":{"self":[{"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/posts\/24461","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/comments?post=24461"}],"version-history":[{"count":2,"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/posts\/24461\/revisions"}],"predecessor-version":[{"id":24465,"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/posts\/24461\/revisions\/24465"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/media\/24450"}],"wp:attachment":[{"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/media?parent=24461"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/categories?post=24461"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/tags?post=24461"},{"taxonomy":"kanal","embeddable":true,"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/kanal?post=24461"},{"taxonomy":"werbeform","embeddable":true,"href":"https:\/\/goldbach.com\/en\/wp-json\/wp\/v2\/werbeform?post=24461"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}