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The Future of TV with Over-the-Top Video

The word “television” is no longer synonymous with a specific device or cable service, but rather with content—content that plays on consumers’ command, where and when they want it. The living room is undergoing a revolution that further proves that content is king—and consumers are going to use whichever devices and services give them the best content in the most convenient way.

Audiences are cutting the traditional cable cord at rate that will accelerate by 12.5% this year1—and now 50% of U.S. internet-connected households own a connected TV device2. This migration shows audiences are pivoting towards digital video streaming over traditional cable and live broadcast viewing, as seven out of 10 U.S. internet users now watch over-the-top (OTT) video3.

For brands looking to connect with these OTT video-streaming audiences, they need to understand (and plan for) consumers’ behaviors while watching video content on all devices, from connected TV to smartphones, and account those behaviors in their cross-device video marketing plans. For instance, audiences watching on connected TVs or via set-top boxes, like Roku, may be in a more relaxed environment, as they would be in one spot rather than on-the-go, so they may be more likely to watch long-form video content. In fact, Innovid’s 2016 Global Video Benchmarks found that advanced video on connected TV resulted in the highest completion rates compared to mobile devices and desktop. But that doesn’t mean that the connected TV screen is the only one they’re paying attention to.

Globally, 87% of consumers use more than one device at a time—with the smartphone being the most-used companion screen (57%)4, so advertisers have the opportunity to create complementary experiences to the main event. Whether it’s sending a reminder from your OTT device to your phone to remind you when Game of Thrones is streaming, or showing a QR code in your video that links to an exclusive mobile offers page, over-the-top video unlocks untapped potential for cross-screen brand experiences while audiences check out their favorite TV content.

While TV is still TV—the accessibility to audiences and potential for optimized video marketing has drastically changed. TV marketing is no longer just a game of reach and frequency. It’s about creating memorable video experiences that are relevant and valuable to consumers when and where they want them.

To see more information on the future of TV, watch our video on industry experts discussing how TV is changing and what it means to brands or check out our

1. eMarketer, December 2015

2. NPD Group, August 2015

3. eMarketer, October 2015

4. Accenture, April, 2015