The Interactive Advertising Bureau (IAB) Australia Video Council has released an updated version of its Connected TV (CTV) Handbook, a guide aimed at assisting marketers and agencies in navigating the evolving video market.

The Handbook, first published in 2020, has been revised to explore opportunities for advertising through data and personalisation, provide a measurement framework, outline planning considerations, and highlight elements of creativity.

The updated Handbook also includes a section on IAB Tech Lab Standards and an introduction to the Advanced TV product roadmap. IAB Australia suggests CTV continues to play a leading role as an upper funnel platform for marketers, while also being used to bridge the gap between brand and performance marketing.

The Handbook provides five key takeaways for marketers: Embrace CTV as a Full-Funnel Solution, Define Success Metrics at Each Funnel Stage, Utilise Various Measurement Techniques, Implement Data-Driven and Personalised Advertising, and Stay Informed About Technology Updates.

The CTV Handbook was prepared by IAB Australia Video Council members including Samsung Ads, Teads, Paramount ANZ, Nine, SWM, The Trade Desk, Adobe, Google, Publica, Zenith, ZO, along with IAB Australia Tech Lead, Jonas Jaanimagi, and Director of Research, Natalie Stanbury.

According to the Ipsos iris Digital Landscape Report (March 2024), Australians aged 14 and over claim to spend an average of 18.7 hours per week watching free online TV or subscription TV or social media videos on any device. The Connected TV is the most used device for watching free online TV and subscription streaming services, while the smartphone is the most used device for watching social media videos.

IAB Australia Director of Research, Natalie Stanbury, cited significant developments across audience size, measurement capabilities, access to and use of data and interactive creative in the CTV space over the last four years.

"This handbook provides a compelling update for the industry and anyone seeking to use this powerful platform to reach audiences in 2024," she said.

Chair of IAB Australia Video Council and Head of Digital VIC/QLD at Zenith, Vikki Pearce, also noted a lot of change in the four years since the original version, and said the landscape has vastly evolved.

"Given the scale of investment that is, and will continue to be placed into video, understanding the capabilities and challenges Connected TV as a device poses to our industry is critically important," she said. "The Council have worked hard to capture all aspects of Connected TV, from technical to buyside. I hope this provides an insightful and educational resource for the industry at large."