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A survey conducted by Santa Clara (USA)-based media management company Rovi Corp. has revealed that on smart TV sets to watch satellite TV online, the most popular form of ’app’ downloaded in the UK region belongs to the ‘video’ category, as 500 Samsung smart TV/Blu-ray owners were questioned on what online features they use most (if anything) on their connected products. Made with the assistance of Decipher Research and Red Bull Media House, the Rovi Corporation Smart TV over internet Advertising Study, notes that the some of the most popular apps downloaded by those surveyed included BBC iPlayer, BBC News, YouTube, and LoveFilm, amongst others, with the key theme being that all of them have some form of integrated video content very high on their agenda. Noting that an average connected TV household has a total of 9 apps on their system (which is notably much less than any likely figures for more conventional hosts of ‘apps’ such as smartphones and tablet computers), the survey seems to reinforce the belief that smart TV sets are not too popular for its additional features, and that its main form of non-TV entertainment comes in the form of video content delivered to watch satellite TV online. The involvement of Red Bull Media House (a media division of the energy drinks maker), was to study the direct impact of a marketing campaign, with Red Bull advertising for their new TV over internet app through advertising on connected TV pages. The results proved to note a success, with Red Bull recording 81% heightened interest in the app (within their target demographic) since their ongoing campaign launched. Rovi advertising director Jon Hewson stated of his company’s service, and how it ties in with their findings on Smart TV apps: “The Rovi Advertising Network enables advertisers to place dynamic, engaging ads in front of consumers as they search for meaningful entertainment across the many content sources and choices available to them on connected devices. As our relationship with Red Bull Media House attests, the Rovi Advertising Network is not only a great vehicle for media companies to better engage with consumers in the living room, but also an ideal tool for App developers looking to build an audience.” Having noted a key interest within the world of online smart TV for those that use it, is the industry starting to pick up speed, or do the other statistics tell a different story about the lack of popularity of smart TV apps?
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