New Industry Association Looks to Future of Connected TV Platforms

Wednesday, November 30th, 2011

Internet Television – The Next Global Marketing Frontier

  • Leaders of the advertising, media and entertainment sector have converged in North America for the inauguration of the Connected TV Marketing Association

CHICAGO, IL — The growth and potential of internet connected televisions has led advertising, marketing and entertainment executives to form a new global industry organization – the Connected Television Marketing Association (CTVMA) – with the goal of educating the industry on the commercial opportunities of connected TV platforms.

Noting that Internet connected televisions, from brands such as Samsung, Sony and LG, are predicted to make up to 90% of the global TV market by 2014, with sales reaching 123 million, the CTVMA believes that Connected TV marketing initiatives will follow.

“Connected TV’s will enable marketers around the world to align their spending on video-based advertising across channels and to leverage the highly targeted opportunities that will become more available,” said Doug Scott, Honorary U.S. Chair of the CTVMA, President of Ogilvy Entertainment. “Ogilvy is committed to the development of advertising and original brand funded programming on Connected TV platforms to enable a direct dialog between consumers and brands.”

Connected TVs offer brands the chance to connect their offline spend with the rapidly growing online content market, with TV applications or targeted ad campaigns served by ad networks across electronic program guides. With 85% of marketers interested in advertising on internet-connected TVs, the CTVMA been set up to inform and educate the advertising, media and entertainment sector on the commercial opportunities of Connected TV platforms.

Zachary Weiner, Co-Founder and President North America of the Connected TV Marketing Association said, “The challenges that a platform this disruptive can bring about are significant. That said, there is also amazing potential. Having an organizational and educational body to provide oversight and aid can help to realize the full power and potential of Connected Television.”

At a launch event in Australia, James Grant Hay, Founder and President Asia-Pacific of the Connected TV Marketing Association said, “The CTVMA is being launched today to address these issues currently being faced, by not only advertisers, broadcasters and rights holders alike but, by the TV set makers themselves. As TV platforms are likely to compete with broadcasters to buy program content from rights holders and serve advertising against it.”

Launched simultaneously in New York, London and Melbourne, Australia, the CTVMA currently comprises of 47 Country, Regional and Chapter appointed Presidents, Vice-Presidents with representatives around the world.

Contact: Zach Weiner, CTVMA, 312-933-5205 or Toni Lee, Ogilvy, 212-237-5090. 917-679-7631