The Connected TV Opportunity report, which was carried out by the Association of National Advertisers (ANA) with Brightline, gathered responses from 215 client-side marketers.

It found that the budgetary shift to connected TV is likely to come from other TV activity ( 71%) and digital media ( 37%). Connected TV is defined as internet-connected devices that include smart TVs and over-the-top devices such as Amazon Fire TV and Apple TV.

However, the report also highlighted the lack of reliable measurement metrics and small-scale audience penetration as the two key issues preventing advertisers from spending more on connected TV.

“Connected TV is a great opportunity for the television advertising industry, as it leverages current consumer viewing behaviour and provides digital-like targeting,” said Bob Liodice, president and CEO of the ANA. “But measurement issues need to be addressed to optimise future growth.”