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Jessica Davies, who covers broadcast, video on demand and multi-platform commissioning from the NMA this week stated that "Brands are not nearly bold enough with their online video-commerce strategies, which could scupper their advantage once connected TVs hit mass market."
She also went on to say that "customers not only spend longer on a website that has good video content, but they are more likely to buy items having watched the video."
A predicted 17.3m connected TV sets will be in homes nationwide in the next few years (source: Screen Digest) and as Jessica importantly points out in her article "customers of brands that already have online TV channels will be accustomed to clicking and buying directly when watching video – apply the same action to a connected TV will therefore not require any difference in habit or necessitate a change in mindset."
What do you think?
Related Articles:
Original NMA article
TV in the future.
Connected TV Strategy and research
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