Media Future of TV Media Planning and Buying

Advertisers pivot as Australian consumers increasingly favor connected TV ads


By Shawn Lim | Reporter, Asia Pacific

May 21, 2021 | 3 min read

Linear TV ads no longer deliver the reach and engagement advertisers once expected as Australian viewers’ habits have changed when it comes to streaming content and ads.


74% of Australian consumers use their connected TVs to watch ad-supported programming

As connected TV and streaming video content can offer brands a more targeted approach to run effective ads, advertisers are also shifting more media spend to these new environments.

Solutions like frequency capping to reduce repetitive ad placements and the ability to skip certain ads could help to enhance user experience, a survey by Integral Ad Science has found.

In addition, access to deeper contextual insights will also give advertisers the ability to give consumers a cohesive and personalized viewing experience.

“Australian consumers have been quick to embrace CTV and streaming platforms as the future of television, and they have high expectations for ad relevance in these new digital environments,” said Jessica Miles, the country manager for Australia and New Zealand at IAS.

“The demand for advertising on CTV is also growing exponentially, fueled by increasing targeting options, increased measurement and transparency, as well as CTV’s ability to be bought programmatically. Ultimately, this opens doors for advertisers to reach expansive audiences in a more efficient and engaging way.”

What did the IAS survey find?

  • Nearly nine in 10 people stream content on CTV devices as people are spending more time at home than ever before, and most of them prefer to watch content through CTV. When deciding how to stream, smart TVs top the list of preferred devices for Australians.

  • 74% of Australian consumers use their connected TVs to watch ad-supported programming on YouTube. YouTube is the most popular ad-supported content on connected TV, followed by digital access to cable TV channels.

  • 92% of consumers think there are features of the CTV ad experience such as fewer repetitive ads, shorter ad breaks and contextual relevance that make it superior to linear TV ad experiences.

Media Future of TV Media Planning and Buying

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