IAB: Connected TV Now 35% Of Australian Broadcaster’s Online Video Supply
IAB Australia’s Video Council has released Australia’s first white paper on Connected TV (CTV) which reveals that CTV now accounts for up to 35 per cent of Australian broadcaster’s online video supply.
Connected TV: The New Era of Television examines why, despite CTV rapidly growing in scale, advertisers are yet to fully embrace it as an advertising platform. The white paper documents the opportunities and challenges CTV holds for the Australian media industry and aims to inspire advertisers on how best to use it with contributions from Adobe, Carat, MCN, Nine, Telstra TV, Tremor Video and Yahoo!7.
“Our CTV white paper offers a significant resource for both advertisers and publishers looking to understand and leverage the exponential rise of CTV viewing in Australia,” noted Vijay Solanki, CEO of IAB Australia.
“Video is experiencing truly exponential growth with 82 percent of Australians consuming digital video each month and broadcasters are telling us anecdotally that approximately a third of this consumption is via CTV/over-the-top content (OTT). Consequently, it isn’t surprising that savvy advertisers are becoming increasingly interested in the CTV proposition and a wide range of content providers are seeing the big screen opportunity.”
He added, “We see Connected TV becoming one of the strongest opportunities for advertisers as the industry resolves some of the measurement issues.”
Exponential growth of Connected TV
Over a 15-month period, Connected TV streams have experienced explosive growth increasing by 351 percent (January 2016 – March 2017) across the four major free to air broadcasters in Australia.
Beginning in January 2016, smart TVs made up 42 percent of CTV supply, OTT devices 48 per cent and gaming consoles 10 percent. By March 2017, this had shifted, with smart TVs comprising 26 percent, OTT devices 68 percent, and gaming consoles at 6 percent.
CTV presents a highly scalable opportunity for advertisers
The data indicates a steady incline in the number of Australians watching TV via CTV. 2.9 billion ad opportunities across Australia’s main four free to air broadcasters’ CTV streams are expected in 2017, with further increase in 2018.
CTV capitalises on the engagement of the full TV screen experience with the advantage of consumer control over the journey. Consequently, a captive audience consuming content that they want, when they want it on a large screen, offers significant opportunity for advertising engagement. Connected TV also has the ability to provide data on behaviour as well as a range of targeting opportunities. This provides a big screen experience with the added benefits that are linked to a digital experience.
Key challenges for advertisers
Trying to measure behaviour across a range of different OTT devices (such as Apple TV and Chromecast), gaming consoles and smart TVs that all work in different and often proprietary ways is technically difficult and expensive to implement a market level solution.
Further, CTV content includes a diverse range of stakeholders, traditional broadcasters, OTT providers, digital video content (e.g. YouTube) which means that a CTV measurement solution needs to be a collaborative process across a wide spectrum of the broadcast and digital media industry.
However, according to IAB Australia’s Director of Research Gai Le Roy, the data collated for this white paper, bringing together traditionally siloed CTV data, is a significant first step to developing more sophisticated data sets useful for the buying community and it provides input to future audience measurement solutions and products.
“Australia has been a leader in hybrid panel and census based digital media measurement for many years and this approach would provide both the detail on ‘how many’ and ‘who’ needed for a robust audience measurement system. Hopefully as an industry we can collaborate and address the technical challenges that still exist to bring this sort of data to market. ”
Nathan Powell, Co-Chair of the IAB Video Council and Nine’s Director of Digital Sales Products and a key contributor to the white paper concluded, “Connected TV is poised to become an important advertising opportunity in Australia as it continues to attract engaged audiences at scale. Its strength, in that it combines elements of linear TV and digital, is also its key challenge. Existing methodologies used to measure audience and viewability are not yet suited to a CTV environment and will need to advance. The IAB Video Council looks forward to driving innovation and collaboration in the CTV measurement space.” He added, “I’d also like to extend my thanks to IAB Video Council member Juliette Stead of Tremor Video for her significant contribution to the development of this white paper.”
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.