insight
insight
announcement
press
Author:
Carmen Spencer
Connected TV programmatic advertising is the one channel your brand needs to adopt right now. It generates a 30% higher return on ad spend than other devices yet, remains grossly underutilised by most brands.
With it, you can start reaping the rewards of greater ad performance and a significant brand lift, leading to more revenue in your pocket. Read on to find out how to gain the credibility of traditional TV for a fraction of the cost with Connected TV programmatic advertising.
Connected TV programmatic advertising is the one channel your brand needs to adopt right now. It generates a 30% higher return on ad spend than other devices yet, remains grossly underutilised by most brands.
With it, you can start reaping the rewards of greater ad performance and a significant brand lift, leading to more revenue in your pocket. Read on to find out how to gain the credibility of traditional TV for a fraction of the cost with Connected TV programmatic advertising.
What Is Connected TV?
1. Twice The Sales Impact Of Other Channels.
2. Supercharged Targeting With Unique Audience Data.
3. Reach The Masses In A Few Clicks.
4. Optimising With Live Metrics.
5. Make Your Budget Go Further.
6. Cut Through With Interactive Campaigns.
7. Cross-Channel Halo Effect.
Final Thoughts.
A Connected TV (CTV) is any television connected to the internet that can stream digital video. It could be a smart TV or a TV with a set-top box or gaming console.
Nearly 8.9 million Australians sit in front of their CTV devices daily to stream live or on-demand content. With an 18% audience growth since 2021, Australia’s urge to binge content on Connected TV is not slowing down – and advertisers can get a piece of that pie, thanks to programmatic advertising.
Programmatic ads can appear on live or on-demand content, including Broadcast Video On Demand (BVOD) services such as 7plus or 9Now, Streaming Video On Demand (SVOD) services like Netflix or Apple TV+ and more.
The combination of sight, sound and motion makes Connected TV ads a measurable, revenue-generating tool for businesses of any size.
Programmatic advertising uses automated technology to buy and sell advertising on digital media.
What makes it so exciting is the use of customer data and AI algorithms to place ads more efficiently. More accuracy means a highly qualified and engaged target audience is served more personalised ads for a lower cost.
Instead of waiting for results, advertisers can now optimise ads in real-time in response to live audiences. More data and more control mean testing, scaling and maximising ROAS are possible in a few clicks.
One of the channels disrupting the advertising landscape is programmatic advertising on Connected TV.
Picture this. You’re watching your favourite series on your smart TV. In between moments of a glorified party boy holding a rose, an ad for a local furniture brand appears. It’s offering a 20% discount because you clicked on their eCommerce store yesterday. Is this witchcraft? No, it’s Connected TV programmatic advertising.
It starts with a publisher (like 7plus) selling advertising space. When subscribed viewers match a brand’s audience, an ad is purchased and displayed on the streamed content.
This means advertisers aren’t taking a punt on allocated ad slots like on traditional live TV. Connected TV advertising makes every dollar work harder by ensuring you only spend budget on the audience likely to engage.
Better yet, advertisers only pay for ads that are viewed to completion. With a Cost Per Completed View model (CPCV) and other tools such as frequency capping, budgets can go further for greater impact.
Forget CAD approvals (FreeTV Commercials Advice). Goodbye to notoriously expensive metro advertising. Old-school media buying is dead in the water. Connected TV allows brands of any size to avoid the traditional TV hurdles to deliver personalised campaigns without breaking the bank. What’s not to love?
As a high-attention media platform, Connected TV audiences are at their peak engagement. The full-screen viewing experience generates 2.4x greater sales impact than Facebook and 2.75x sales impact than YouTube. With one of the highest completed view rates of any channel, this channel's value is undeniable.
Audience data that are unavailable on other platforms? Gimme, gimme. Connected TV’s first-party subscriber data improves ad relevancy and audience targeting… and that’s just the tip of the iceberg.
What makes advertisers giddy is access to third-party data from partners like VISA or Roy Morgan to achieve very specific goals. Audiences can be determined by their interests, life stage, online engagement and purchase history down to if they are a homeowner or frequently dine out.
Let’s say you are targeting local grey nomads in the market for a new caravan. Instead of simply placing an ad alongside the catch-up episodes of Creek To Coast, you qualify the audience further by targeting those that live in South East Queensland, have a 4X4, are interested in caravans, have a high spend on fuel and have paid off their mortgage. Creepy? Yes, and that’s why we love it.
Connected TV advertising offers impressions on steroids. One impression = one household. As a one-to-many platform, brands gain access to highly qualified, highly scalable audiences that standard media can’t guarantee.
Discover new untapped target audiences, expand into new markets and be on your way to sustainable long-term growth.
No more waiting to find out if a digital campaign is converting. Programmatic advertising gives advertisers the power to monitor metrics in real time. Measuring live metrics against goals means ads can be tested and optimised for performance while the ad is running – not as a post-campaign report when it’s all over. As a result, Connected TV ads are more relevant, have a more significant impact and facilitate a smoother path to purchase, leading to a higher ROAS.
When placing ads on Facebook, Meta sets the cost of buying ad impressions. With Connected TV, advertisers can access lucrative deals from multiple exchanges (resellers).
This enables brands to place ads at the lowest rate for the same audience on the same platform. A more competitive marketplace means budgets can have greater impact, and impressions can be scaled with a click.
Big screen, big opportunity for engagement. Brands that include interactive elements such as a QR code in their Connected TV campaign are reported to see a 6x increase in engagement rate compared to interactive mobile advertising. Go big or go home.
The impact of CTV reaches further than the immediate campaign – the halo effect has the potential to influence audience opinion across other channels.
It makes paid Google Search campaigns or social media advertising work harder because it’s maximising brand visibility and steering audiences to engage. When paid search and social conversion rates are reported to increase between 8.52% and 22.27% when CTV is added to the mix, can you afford to skip this high-performing channel?
For U-Haul, Australia’s leading trailer hire brand, Connected TV audience targeting led to a significant brand lift. While our team had been working with the brand on a high-performing, full-funnel approach on other channels, CTV was a major turning point.
With third-party data, the April Ford team could target people likely to move or about to move, in addition to four other unique audiences. This data gold mine, plus high-performing ad creative, generated serious results across every channel. Website traffic increased. Organic brand searches increased. Social engagement increased. Email sign-ups flooded in.
For U-Haul, the top-of-a-funnel brand awareness ad became one of their most high-performing campaigns. With a high ROAS and the conversion cost on par with other platforms, we worked with U-Haul to confidently scale the budget across all platforms setting the brand up for further growth.
Higher impact, greater returns. Brands that hesitate to add Connected TV programmatic advertising to their digital marketing strategy will come at the cost of being left behind. Don’t be among the brands that sit back and watch – be the one to watch with programmatic advertising on Connected TV.
What Is Connected TV?
1. Twice The Sales Impact Of Other Channels.
2. Supercharged Targeting With Unique Audience Data.
3. Reach The Masses In A Few Clicks.
4. Optimising With Live Metrics.
5. Make Your Budget Go Further.
6. Cut Through With Interactive Campaigns.
7. Cross-Channel Halo Effect.
Final Thoughts.
A Connected TV (CTV) is any television connected to the internet that can stream digital video. It could be a smart TV or a TV with a set-top box or gaming console.
Nearly 8.9 million Australians sit in front of their CTV devices daily to stream live or on-demand content. With an 18% audience growth since 2021, Australia’s urge to binge content on Connected TV is not slowing down – and advertisers can get a piece of that pie, thanks to programmatic advertising.
Programmatic ads can appear on live or on-demand content, including Broadcast Video On Demand (BVOD) services such as 7plus or 9Now, Streaming Video On Demand (SVOD) services like Netflix or Apple TV+ and more.
The combination of sight, sound and motion makes Connected TV ads a measurable, revenue-generating tool for businesses of any size.
Programmatic advertising uses automated technology to buy and sell advertising on digital media.
What makes it so exciting is the use of customer data and AI algorithms to place ads more efficiently. More accuracy means a highly qualified and engaged target audience is served more personalised ads for a lower cost.
Instead of waiting for results, advertisers can now optimise ads in real-time in response to live audiences. More data and more control mean testing, scaling and maximising ROAS are possible in a few clicks.
One of the channels disrupting the advertising landscape is programmatic advertising on Connected TV.
Picture this. You’re watching your favourite series on your smart TV. In between moments of a glorified party boy holding a rose, an ad for a local furniture brand appears. It’s offering a 20% discount because you clicked on their eCommerce store yesterday. Is this witchcraft? No, it’s Connected TV programmatic advertising.
It starts with a publisher (like 7plus) selling advertising space. When subscribed viewers match a brand’s audience, an ad is purchased and displayed on the streamed content.
This means advertisers aren’t taking a punt on allocated ad slots like on traditional live TV. Connected TV advertising makes every dollar work harder by ensuring you only spend budget on the audience likely to engage.
Better yet, advertisers only pay for ads that are viewed to completion. With a Cost Per Completed View model (CPCV) and other tools such as frequency capping, budgets can go further for greater impact.
Forget CAD approvals (FreeTV Commercials Advice). Goodbye to notoriously expensive metro advertising. Old-school media buying is dead in the water. Connected TV allows brands of any size to avoid the traditional TV hurdles to deliver personalised campaigns without breaking the bank. What’s not to love?
As a high-attention media platform, Connected TV audiences are at their peak engagement. The full-screen viewing experience generates 2.4x greater sales impact than Facebook and 2.75x sales impact than YouTube. With one of the highest completed view rates of any channel, this channel's value is undeniable.
Audience data that are unavailable on other platforms? Gimme, gimme. Connected TV’s first-party subscriber data improves ad relevancy and audience targeting… and that’s just the tip of the iceberg.
What makes advertisers giddy is access to third-party data from partners like VISA or Roy Morgan to achieve very specific goals. Audiences can be determined by their interests, life stage, online engagement and purchase history down to if they are a homeowner or frequently dine out.
Let’s say you are targeting local grey nomads in the market for a new caravan. Instead of simply placing an ad alongside the catch-up episodes of Creek To Coast, you qualify the audience further by targeting those that live in South East Queensland, have a 4X4, are interested in caravans, have a high spend on fuel and have paid off their mortgage. Creepy? Yes, and that’s why we love it.
Connected TV advertising offers impressions on steroids. One impression = one household. As a one-to-many platform, brands gain access to highly qualified, highly scalable audiences that standard media can’t guarantee.
Discover new untapped target audiences, expand into new markets and be on your way to sustainable long-term growth.
No more waiting to find out if a digital campaign is converting. Programmatic advertising gives advertisers the power to monitor metrics in real time. Measuring live metrics against goals means ads can be tested and optimised for performance while the ad is running – not as a post-campaign report when it’s all over. As a result, Connected TV ads are more relevant, have a more significant impact and facilitate a smoother path to purchase, leading to a higher ROAS.
When placing ads on Facebook, Meta sets the cost of buying ad impressions. With Connected TV, advertisers can access lucrative deals from multiple exchanges (resellers).
This enables brands to place ads at the lowest rate for the same audience on the same platform. A more competitive marketplace means budgets can have greater impact, and impressions can be scaled with a click.
Big screen, big opportunity for engagement. Brands that include interactive elements such as a QR code in their Connected TV campaign are reported to see a 6x increase in engagement rate compared to interactive mobile advertising. Go big or go home.
The impact of CTV reaches further than the immediate campaign – the halo effect has the potential to influence audience opinion across other channels.
It makes paid Google Search campaigns or social media advertising work harder because it’s maximising brand visibility and steering audiences to engage. When paid search and social conversion rates are reported to increase between 8.52% and 22.27% when CTV is added to the mix, can you afford to skip this high-performing channel?
For U-Haul, Australia’s leading trailer hire brand, Connected TV audience targeting led to a significant brand lift. While our team had been working with the brand on a high-performing, full-funnel approach on other channels, CTV was a major turning point.
With third-party data, the April Ford team could target people likely to move or about to move, in addition to four other unique audiences. This data gold mine, plus high-performing ad creative, generated serious results across every channel. Website traffic increased. Organic brand searches increased. Social engagement increased. Email sign-ups flooded in.
For U-Haul, the top-of-a-funnel brand awareness ad became one of their most high-performing campaigns. With a high ROAS and the conversion cost on par with other platforms, we worked with U-Haul to confidently scale the budget across all platforms setting the brand up for further growth.
Higher impact, greater returns. Brands that hesitate to add Connected TV programmatic advertising to their digital marketing strategy will come at the cost of being left behind. Don’t be among the brands that sit back and watch – be the one to watch with programmatic advertising on Connected TV.
What Is Connected TV?
1. Twice The Sales Impact Of Other Channels.
2. Supercharged Targeting With Unique Audience Data.
3. Reach The Masses In A Few Clicks.
4. Optimising With Live Metrics.
5. Make Your Budget Go Further.
6. Cut Through With Interactive Campaigns.
7. Cross-Channel Halo Effect.
Final Thoughts.
A Connected TV (CTV) is any television connected to the internet that can stream digital video. It could be a smart TV or a TV with a set-top box or gaming console.
Nearly 8.9 million Australians sit in front of their CTV devices daily to stream live or on-demand content. With an 18% audience growth since 2021, Australia’s urge to binge content on Connected TV is not slowing down – and advertisers can get a piece of that pie, thanks to programmatic advertising.
Programmatic ads can appear on live or on-demand content, including Broadcast Video On Demand (BVOD) services such as 7plus or 9Now, Streaming Video On Demand (SVOD) services like Netflix or Apple TV+ and more.
The combination of sight, sound and motion makes Connected TV ads a measurable, revenue-generating tool for businesses of any size.
Programmatic advertising uses automated technology to buy and sell advertising on digital media.
What makes it so exciting is the use of customer data and AI algorithms to place ads more efficiently. More accuracy means a highly qualified and engaged target audience is served more personalised ads for a lower cost.
Instead of waiting for results, advertisers can now optimise ads in real-time in response to live audiences. More data and more control mean testing, scaling and maximising ROAS are possible in a few clicks.
One of the channels disrupting the advertising landscape is programmatic advertising on Connected TV.
Picture this. You’re watching your favourite series on your smart TV. In between moments of a glorified party boy holding a rose, an ad for a local furniture brand appears. It’s offering a 20% discount because you clicked on their eCommerce store yesterday. Is this witchcraft? No, it’s Connected TV programmatic advertising.
It starts with a publisher (like 7plus) selling advertising space. When subscribed viewers match a brand’s audience, an ad is purchased and displayed on the streamed content.
This means advertisers aren’t taking a punt on allocated ad slots like on traditional live TV. Connected TV advertising makes every dollar work harder by ensuring you only spend budget on the audience likely to engage.
Better yet, advertisers only pay for ads that are viewed to completion. With a Cost Per Completed View model (CPCV) and other tools such as frequency capping, budgets can go further for greater impact.
Forget CAD approvals (FreeTV Commercials Advice). Goodbye to notoriously expensive metro advertising. Old-school media buying is dead in the water. Connected TV allows brands of any size to avoid the traditional TV hurdles to deliver personalised campaigns without breaking the bank. What’s not to love?
As a high-attention media platform, Connected TV audiences are at their peak engagement. The full-screen viewing experience generates 2.4x greater sales impact than Facebook and 2.75x sales impact than YouTube. With one of the highest completed view rates of any channel, this channel's value is undeniable.
Audience data that are unavailable on other platforms? Gimme, gimme. Connected TV’s first-party subscriber data improves ad relevancy and audience targeting… and that’s just the tip of the iceberg.
What makes advertisers giddy is access to third-party data from partners like VISA or Roy Morgan to achieve very specific goals. Audiences can be determined by their interests, life stage, online engagement and purchase history down to if they are a homeowner or frequently dine out.
Let’s say you are targeting local grey nomads in the market for a new caravan. Instead of simply placing an ad alongside the catch-up episodes of Creek To Coast, you qualify the audience further by targeting those that live in South East Queensland, have a 4X4, are interested in caravans, have a high spend on fuel and have paid off their mortgage. Creepy? Yes, and that’s why we love it.
Connected TV advertising offers impressions on steroids. One impression = one household. As a one-to-many platform, brands gain access to highly qualified, highly scalable audiences that standard media can’t guarantee.
Discover new untapped target audiences, expand into new markets and be on your way to sustainable long-term growth.
No more waiting to find out if a digital campaign is converting. Programmatic advertising gives advertisers the power to monitor metrics in real time. Measuring live metrics against goals means ads can be tested and optimised for performance while the ad is running – not as a post-campaign report when it’s all over. As a result, Connected TV ads are more relevant, have a more significant impact and facilitate a smoother path to purchase, leading to a higher ROAS.
When placing ads on Facebook, Meta sets the cost of buying ad impressions. With Connected TV, advertisers can access lucrative deals from multiple exchanges (resellers).
This enables brands to place ads at the lowest rate for the same audience on the same platform. A more competitive marketplace means budgets can have greater impact, and impressions can be scaled with a click.
Big screen, big opportunity for engagement. Brands that include interactive elements such as a QR code in their Connected TV campaign are reported to see a 6x increase in engagement rate compared to interactive mobile advertising. Go big or go home.
The impact of CTV reaches further than the immediate campaign – the halo effect has the potential to influence audience opinion across other channels.
It makes paid Google Search campaigns or social media advertising work harder because it’s maximising brand visibility and steering audiences to engage. When paid search and social conversion rates are reported to increase between 8.52% and 22.27% when CTV is added to the mix, can you afford to skip this high-performing channel?
For U-Haul, Australia’s leading trailer hire brand, Connected TV audience targeting led to a significant brand lift. While our team had been working with the brand on a high-performing, full-funnel approach on other channels, CTV was a major turning point.
With third-party data, the April Ford team could target people likely to move or about to move, in addition to four other unique audiences. This data gold mine, plus high-performing ad creative, generated serious results across every channel. Website traffic increased. Organic brand searches increased. Social engagement increased. Email sign-ups flooded in.
For U-Haul, the top-of-a-funnel brand awareness ad became one of their most high-performing campaigns. With a high ROAS and the conversion cost on par with other platforms, we worked with U-Haul to confidently scale the budget across all platforms setting the brand up for further growth.
Higher impact, greater returns. Brands that hesitate to add Connected TV programmatic advertising to their digital marketing strategy will come at the cost of being left behind. Don’t be among the brands that sit back and watch – be the one to watch with programmatic advertising on Connected TV.
