Xandr has officially launched Advertising’s Creative Canvas: Xandr CTV Guide 2021, its first-ever global CTV guide examining the opportunities and challenges it presents for advertisers in media buyers in Australia and around the world.
According to the report, Australia is home to an advanced CTV market, with strong household usage and new industry-wide initiatives aimed at reducing fragmentation, making it easier for advertisers to buy across a range of services.
Nearly half of Australians over age 14 have viewed content on a connected TV, and 30% are doing so daily across a range of platforms, including Seven, Nine and Ten’s multi-platform BVOD services, along with Netflix, Amazon Prime, Apple TV, Stan, Binge and Disney+.
According to IAB Australia, the number of Australians viewing CTV content every day has grown 22% over the last year and most of the CTV audience is made up of the harder-to-reach, younger demographic.
Xandr Senior Account Director, Tom Dover (pictured) said, “Australian viewers have flocked to CTV services. For advertisers, CTV presents the best of both worlds – you get the scale and attention of traditional TV, with the addition of digital.
Viewers choose what they want to watch, so there are higher dwell times and increased engagement; ads are highly viewable and boast completion rates of 90%.”
Efforts are being made by broadcasters and technology platforms in Australia and globally to align and simplify access to devices, making it easier for brands to buy across multiple CTV channels.
Finecast Australia Managing Director Brett Poole said, “this means that when we activate addressable TV strategies, we have the highest-quality data to work with in the market to ensure precision, greater efficiency and improved measurement.”
While such collaborations clear the path for advanced, targeted buying, many companies are still cautious to advise against an excessively digital approach.
10 ViacomCBS Head of Video Ad Product and Technology, Ashton DeSantis, said: “At its core, CTV is still a TV-like viewing experience. It should be utilised as both a top-of-funnel, awareness, and brand-building medium, as well as a lower-funnel buy when targeting and addressability is overlaid.”
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