Connected TVs have gained significant attention over the last year, and it’s only set to continue. The BBC launched an updated version of its iPlayer for web-connected TVs, Sony and Opera teamed up to provide web browsing capabilities on the platform and Audi launched the UK’s first web-connected TV campaign to promote its A7 Sportback range. In addition, recent research from Furturesource Consulting claims internet-connected televisions are predicted to make up 90% of the TV market in the UK by 2014.

Research from several alternative sources, including Ericsson, clearly shows a growing uptake in connected TV purchases around the world, anticipating 50bn connected devices globally by 2020. The tech-savvy consumer is again leading the way and technology itself is forcing the industry to reassess their business models as audiences migrate away from traditional channels.

With so much weight attached to the internet-connected TV, everyone is asking what this will mean for the TV advertising industry?

Recently we worked with the IAB to distribute an online survey to their members on internet-connected TVs. The infographic here shows the key results of that research. Interestingly 72% of IAB and Adjust Your Set survey respondents disagreed with the statement “internet-connected TVs are a passing fad and will not survive the constantly evolving digital landscape”, however the research clearly shows an uncertainty over implementing a connected TV strategy.

Following the research results, the whitepaper we produced and the event we hosted with the IAB, it’s become clear that we can’t deny that the platform is here, that customers are purchasing connected TVs and that content is needed to sustain them. Innovation is at the heart of the media and marketing industry. As the latest gadgets arrive on the market, consumers want to digest content on them. Whether the content and strategies will emerge to support connected TVs is the key question.