Digital ad verification group, Integral Ad Science, launched a new report on connected TV trends, exploring Australian viewers’ habits when it comes to streaming content and ads.
According to the research, while linear TV ads have been a staple in media strategies for decades, they no longer deliver the reach and engagement advertisers once expected.
Connected TV or CTV’s and streaming video content can offer brands a more targeted approach to run effective ads.
As advertisers shift more media spend to these new environments, IAS surveyed Australian consumers to understand their CTV usage and how they feel about an ad-supported streaming experience.
“The demand for advertising on CTV is also growing exponentially, fueled by increasing targeting options, increased measurement and transparency.”
Data from the report shows that solutions like frequency capping to reduce repetitive ad placements and the ability to skip certain ads could help to enhance user experience. 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, Country Manager ANZ, 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.”
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