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Internet-connected TV viewers see ads as a form of content
More than half of consumers in Internet-connected TV homes consider interactive ads a form of content "containing useful and valuable information," according to a Parks Associates study commissioned by Rovi. About 87 million households in North America will be connected-TV homes in four years, the study predicts. "Consumers are more receptive to advertising that takes this brand-infused approach," says Rovi's senior vice president of worldwide advertising, Jeff Siegel.
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