DALLAS, TX--(Marketwired - May 19, 2014) - Heather Way, Senior Analyst at Parks Associates, will present the firm's connected TV and advertising research at the IAB Advanced TV Town Hall today in New York. The international research firm estimates 42 million U.S. households will have a smart TV by the end of 2014, accounting for 35% of the 119 million TV households.
"By 2018, 70% of all TV households in the U.S. will have a smart TV, and this platform, combined with demand for TV Everywhere, is forever changing the concept of TV," said Way, who will discuss the research in her opening keynote Connected Device Landscape. "These changes naturally impact the advertising business, and to maintain revenue streams, content owners will need to use technologies such as open web technologies and cloud-based infrastructures to take their advertising outside of traditional channels and to reach viewers in unique and personalized ways."
Parks Associates analysts note that the use of ACR (automatic content recognition) technology embedded in a smart TV is an innovative way to interact with TV viewers.
"The reengagement of viewers back to the primary video screen, the TV set, is unfolding, driven by the proliferation of smart TV ownership and embedded ACR technologies," Way said. "ACR-enabled smart TVs have a key advantage in that the technology is 'always on.' The consumer does not need to opt-in to an app or service in order to interact with enhanced TV features or advertising."
IAB's Advanced TV Town Hall examines the role of connected devices in delivering long sought-after features such as advanced targeting and engaging creative content. During the keynote, Way will address the connected device landscape, how brands and agencies are using the space, and the unique value of each device type as it relates to advertising.
To request specific research or an interview with Heather Way, please contact Holly Sprague at firstname.lastname@example.org or 720-987-6614.
About Parks Associates
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.