We continue to see rapid audience and advertising growth in connected television, as viewing habits have continued to shift with the supercharged growth in connected devices, and no signs of slowing down.

In the latest IAB Digital Consumer and Device Report, 8.6 million Australians access content daily on CTV, which has grown 48 per cent since 2019. And according to OzTAM data, BVOD viewing on CTV has grown 73 per cent since 2020. Consequently, scale has boomed as broadcasters have and will continue to invest in user experience, content, data and technology.

Viewers are more engaged and ready to interact. 

Connected TVs allow viewers and fans to be more connected than ever. No longer limited to a lean back or passive watching experience, technology has met the need for viewers to be more engaged in the content and they are ready to interact with their TVs.

We are entering the most exciting era of television that we’ve ever seen. Across global markets and locally here in Australia, we are seeing a move to more viewer-first, seamless advertising formats that enhance a viewer’s experience.

Combined with the strength and power of linear television, the combination across screens can now provide marketers with a full funnel marketing solution.

With data-led, personalised, dynamic and interactive advertising that is measurable and aligned to marketing outcomes, CTV’s specific advertising opportunities is where Australia is moving to.  

Content is king

In a world where attention is paramount for advertisers, the power of premium content is more important than ever. Television and premium content deliver an emotional connection that bring people together. CTV provides marketers a cultural currency with engaged fans who are mobilised to act.

Not all eyeballs or time spent with advertising are created equal. Through an independent study commissioned by Marketing Scientist Group, we know television programs that drive positive emotions and likeability in viewers increases brand metrics and purchase intent. According to this research, brand recall for fans was 22 per cent higher and purchase intent increased by 14 per cent.

Viewing by fans is even more purposeful, as they seek out and build deeper engagement via multiple touchpoints across digital and social platforms which in turn, delivers higher brand responses to advertising.

Experience is queen.

To drive the most successful outcomes for brands, ad products must enhance the experience and in turn promote a positive value exchange. It is up to us to create meaningful ways for brands to connect that are seamless, intuitive and tailored.

Non-intrusive high impact formats, like 10 Play’s Premium Pause, draws attention to brands in a user-initiated format. 10 Play’s Curated Content Carousel integrates brands and content into the homepage, and Happy Hour reduces ad loads for a sponsored, ad free experience. Interactive ads are providing viewers with a choice-based brand experience. 10 Play has favoured formats that consider the user and ad experience, first and foremost.

Premium ad experiences are built to deliver meaningful ways for brands to connect with users. CTV data capabilities and mass reach combined with ad experiences makes it a must-buy platform for brands wanting smarter ways to deliver impact or encourage direct consumer engagement or action.

The future is not far away.

Total TV will continue to deliver scale and we will continue to see the importance of integration for brands, as they experiment with CTV for incremental reach, ad innovation and addressability.

The future is where BVOD and linear TV intersect. It’s in the tools that allow advertisers to plan, buy and measure these channels in a single view, with standardised measurement and centralised data. With VOZ, the future is becoming reality, however it doesn’t stop there.

As we become more connected, CTV and mobile connections are starting to work together to deliver interactive or clickable CTV ads. According to Engine Insights in the U.S, 62 per cent of adults are often or always using a second screen when watching.

Mobiles are acting as a connection to CTV ad campaigns, allowing users to view an ad on the largest screen in the house for maximum impact but engage on their phone to visit a brand’s website or shopping environment to explore or complete an action.

The rise of FAST (free ad supported streaming TV) services globally, is another trend to look out for. Paramount Global’s Pluto TV has grown from 12 million monthly active users in 2019 to 64.4 million in quarter four of 2021. With cord cutting rates increasing and ‘cord nevers’ growing, FAST will grow in importance and create exciting new video advertising opportunities in the future.

CTV is more than just BVOD. Paramount is a global media business with BVOD, SVOD and AVOD platforms, providing brands with many ways to reach and engage with their customers. As an industry, we will need to collaborate on a standardised measurement of these services in the future.

More connected than ever before

There is no doubt that CTV will continue to rapidly grow. Advertising spend will naturally follow as Total TV reveals its true scale and power. However, the real shift will be in how we bring creativity, addressability, and new technologies together at the high points of content engagement. How we experiment, challenge conventional thinking and recognise that audiences have new expectations and seek new ways to engage.

This is when CTV will demonstrate what ‘connected’ is all about. People more connected with the content they love. More connected to each other. And more connected to brands that make the most of this exciting future.