• by Daisy Whitney , Op-Ed Contributor, January 10, 2012

Not content to deliver ads across the Web and mobile phones alone, online video ad vendors are extending their reach into connected TVs in a big way this year, and the Consumer Electronics Show, starting today, has already yielded several new deals. Online video ad technology firm Ooyala struck a partnership with Panasonic to offer its video publishing partners access to connected TVs. Ooyala said The Country Network is the first publisher to use its tools to reach audiences via smart TVs. More video publishers are expected to sign on for the syndication tools this quarter to deliver their programming and ads to an expanded network that includes computers, smartphones, tablets, and now TVs, Ooyala said.

Ooyala’s latest partnership follows deals this fall made by other online video vendors with connected TV makers. Tremor Video inked a partnership with Samsung, Panasonic, LG and Phillips to include connected TVs in online video ad buys, while YuMe also has tapped the TV market via a Toyota campaign across LG smart TVs. Video vendors are adding connected TVs to their lineup as part of a push to stay ahead of consumer trends, suggesting that connected TVs are fast on their way to becoming essential elements in a new media buy. Research firm Informa has said that connected TV sales were slated to surpass 52 million units in 2011.

Meanwhile, online video ad network YuMe just added Samsung to its audience network so marketers can also deliver ads across the CE maker’s connected TVs. As part of the deal, Samsung will conduct a brand lift study with State Farm and Vizu to measure ad effectiveness on smart TVs.