Why it matters

An increasing share of content viewing is being carried out using connected TV devices, via smart TVs and external hardware. Despite offering a similar viewing experience to traditional TV, advertisers should be aware of key differences that can impact how campaigns are received by audiences.


  • Advertisers should consider three key factors when advertising on connected TV: binge-watching has created new rules for ad frequency capping; consumers will often ‘hop’ between devices, changing the context of their viewing; and, just as with linear TV, viewing is a communal pastime, meaning advertising cannot be entirely personalised.
  • Viewers feel comfortable with linear TV-style formats. Although ads at regular intervals throughout a programme can be intrusive to viewing, the familiarity of the format generally overrides this. However, viewers will notice when an ad break isn’t well timed.
  • Connected TV consumers still expect a TV-like experience and want to view passively, without the mental effort of making a decision or the physical effort of picking up the remote.