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
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.