Advertising: an essential and necessary aspect of every business, yet a complex and ever-evolving world. In today's fast-paced and competitive landscape, staying ahead of the latest strategies is crucial to avoid falling behind the competition.

Enter connected TV advertising, one of the most impactful marketing approaches adopted by businesses worldwide. By harnessing the power of traditional TV advertising and incorporating personalised and targeted capabilities, connected TV offers unmatched opportunities for businesses both in Australia and beyond.

If your organisation is ready to be discovered by larger audiences, embrace emerging strategies, and rise above the competition, advertising on connected TV may be the perfect outlet for your business. In this article, we'll explore the ins and outs of connected TV advertising, empowering you to make informed decisions and maximise the potential of this dynamic advertising platform.


This article is part of a comprehensive three-part mini-guide series designed to help you navigate the world of connected TV advertising. At Adgility, we understand that diving into this exciting new medium can be overwhelming, which is why we've crafted this series to provide you with valuable insights, strategies, and recommendations on how to win at the game of connected TV and come out victorious. From understanding the benefits of connected TV to creating compelling TV ad campaigns, we'll equip you with the knowledge and tools you need to succeed. 

This article will be covering:

  • What is connected TV and how does it work?
  • Connected TV advertising terms
  • CTV Advertising Opportunities in Australia


What is Connected TV Advertising and How Does it Work?

Connected TV (CTV), also known as smart TV, is revolutionising the way Australians watch and consume online content. CTV allows you to stream digital content on your TV through an internet connection, without the need for cables or antennas. And the best part? With connected TV, gone are the days of being tied to traditional TV signals. Now you can access all your favourite shows wherever, whenever.

Not to be confused with broadcast video on demand (BVOD) advertising which specifically focuses on video content provided by traditional broadcasters through their own digital platforms (Nine Now, SBS On Demand, Seven Plus), CTV encompasses a broader range of content options from various streaming platforms, YouTube and Apple TV being prime examples.



So, how does it work exactly? CTV comes in different forms, like smart TVs, set-top boxes, and dongles (think Roku or Amazon Fire TV). These devices have become increasingly popular as they offer a ton of on-demand content and give users unique viewing experiences that are unmatched compared to traditional linear TV outlets. Plus, they bring targeted advertising right to your living room.

From a marketing perspective, CTV is a game-changer. It's completely altering the way advertisers in Australia market to their target audience, allowing them to reach highly engaged viewers and get the most out of each marketing dollar spent.

If that wasn’t enough, CTV goes beyond just regular TV ads. It opens up a whole new world of personalised marketing opportunities, especially on platforms like YouTube and Broadcast Video on Demand (BVOD). With the help of connected TV advertising, Australian marketers can now create tailored CTV campaigns that resonate with their audience on a whole new level.

Connected TV Advertising Terms

New to the world of connected TV (CTV) advertising? Don't worry, we've got you covered.  Before we dive in, let’s review some key terms that will help as you navigate this evolving realm of high impact digital advertising:


1.  Connected TV (CTV): Also known as smart TV, CTV refers to any television that connects to the internet and offers on-demand content and apps. Think of it as the gateway to reaching engaged viewers in their living rooms.

2.  Broadcast Video on Demand (BVOD): Streaming services offered by traditional TV broadcasters that allow viewers to access their linear content on-demand, at no additional cost. Examples include 9 Now and 7 Plus.

3.  Live Streaming: Live streaming is the process of transmitting digital audio and video content over the internet in real-time. A live streaming platform enables the seamless delivery of live events and broadcasts to connected TV viewers.

4.  Programmatic Advertising: The practice of buying digital media in real-time auctions through a software platform known as a "demand-side platform" (DSP). Programmatic advertising allows for precise targeting and efficient ad placements.

5.  Addressable TV Advertising: This form of targeted advertising delivers specific ads to individual viewers based on their interests, behaviours, or demographics. It ensures personalised messaging and higher engagement.

6.  Total TV: TV advertising campaigns planned and executed across traditional linear TV and Broadcast Video on Demand (BVOD) platforms. It covers both live streaming and on-demand viewing, helping to maximise your reach with a wider audience.

7.  Subscription Video on Demand (SVOD): Subscription-based streaming services occur when users pay a monthly fee to access a library of ad-free content. Netflix and Stan are prime examples of SVOD platforms.

8.  Advertising Video on Demand (AVOD): AVOD platforms offer free access to streamed video content, but ads are displayed during playback. YouTube is a prime example of an AVOD platform.



CTV Advertising Opportunities in Australia

Are you considering incorporating a connected TV advertising campaign into your marketing strategy? If so, you’re in luck. There are many options available for Australian companies ready to leverage the power of this marketing medium. Below is a comprehensive outline of the main opportunities for connected TV advertising in Australia.



Did you know that YouTube is a top choice for Australian marketers looking to advertise on connected TV? As internet-connected devices continue to gain popularity, YouTube offers an incredible opportunity for marketing teams to connect with a vast viewership quickly and efficiently. With its wide reach and diverse content library, YouTube makes it easy for advertisers to target and deliver highly relevant ads to viewers. And that's not all. YouTube's advanced targeting capabilities allow advertisers to zero in on their desired audience by selecting specific demographics, product categories, tyeps of content, keywords, Google's in-market audiences and lots more. In short, YouTube provides an engaging and effective platform for marketers to maximise their reach and target more relevant audiences through connected TV advertising in Australia.


Broadcast Video on Demand (BVOD)

In Australia, BVOD platforms like 7 Plus, 9 Now, 10 Play, Foxtel Go and SBS On Demand offer free-to-air content to be streamed live or on demand, creating exclusive advertising opportunities for companies nationwide. These platforms feature high-quality content from well-known television networks, enabling advertisers to reach and captivate a broad audience. When selecting their advertising approach, marketers can opt for pre-roll, mid-roll, or post-roll video ads seamlessly integrated within the content, ensuring maximum visibility to viewers when running a BVOD campaign. 


Copy of ad-format-ctv-television-static


Localised and Niche BVOD Channels

Another facet of BVOD to consider is advertising through niche or localised channels. These services cater to specific regions, interests, and communities. Advertisers can tap into these specialised platforms to precisely target specific audience segments with tailored messages through localised CTV channels, enabling them to connect deeply with their target markets. This level of granularity is particularly advantageous for companies focusing on regional marketing or niche products and services, as it allows them to engage with audiences that share distinct characteristics or have unique preferences within specific geographic areas. By aligning their digital advertising strategies with these localised CTV channels, advertisers can capture the attention of these highly targeted and engaged viewers, fostering stronger brand affinity and driving conversions.

As you can see, advertisers now have the power to create a CTV ad campaign that they can use on any CTV device or platform.When considering CTV advertising opportunities in Australia, it's important for companies to evaluate factors such as audience reach, targeting capabilities, available ad formats, ad placements, pricing models, and reporting/analytics features. By understanding these opportunities, companies can make informed decisions and create effective CTV advertising campaigns that resonate with their target audience.


Smart TV Apps

Smart TVs are becoming increasingly popular in Australian households, and their usage is expected to only continue growing. Today's smart TVs are more advanced, offering built-in apps and app stores that grant users access to a diverse array of streaming platforms, news apps, gaming apps, and more such as Samsung TV and Roku TV. Advertisers can seize this opportunity by collaborating with app developers or exploring programmatic advertising options to deliver targeted ads within these streaming platforms. This empowers companies to engage directly with viewers on their smart TVs, whether they are streaming content at home, on their mobile devices, or on the go.


Over-The-Top (OTT) Devices

OTT devices like Roku, Apple TV, Chromecast, and Amazon Fire TV Stick offer CTV advertising opportunities for companies of all sizes. These devices allow viewers to stream content directly to their televisions and provide ad-supported options. Advertisers can work with the device manufacturers or partner with content providers on these platforms to display their ads to a tech-savvy audience. OTT advertising platforms have a broad and diverse user base, allowing advertisers to reach a large audience across multiple devices. This wide reach ensures that ads are delivered to viewers regardless of their preferred screen, increasing the potential reach and brand exposure.


Taking Your Marketing Strategy to a New Dimension With CTV Advertising

Venturing into the realm of connected TV advertising in Australia can be transformative for your business. Not only does it allow you to reach larger, more diverse audiences on a modest budget, but it also gives you the freedom to dial into your target audience through more strategic targeting capabilities. That means greater precision, less wastage, and higher returns. 

As streaming platforms continue to gain popularity, reaching your target audience through connected TV has become essential for staying ahead of the competition. However, navigating the complexities of connected TV advertising requires expertise, time, technology and resources.  That's where having strategic media planning and buying professionals on board to help you navigate, plan, book, optimise, analyse and report can be essential to your success.


If you're all set to jump into connected TV advertising in Australia, our team can help. Whether you are looking to get the most out of your ad spend, build brand awareness, or reach more targeted TV viewers, our team will help you optimise your CTV ad campaigns for outstanding results. Let our seasoned team handle the complexities of your TV ad campaigns so you can focus on what truly matters - your core business.


Like what you see? This is just the beginning! In the upcoming articles of this mini-guide series, we will delve deeper into the intricacies of connected TV advertising. We will explore targeting strategies, ad formats, measurement techniques, and more, empowering you with the knowledge to make informed decisions and drive successful campaigns.

Stay tuned for the next article of our mini-guide series, where we'll equip you with even more actionable tips and insights to elevate your connected TV advertising efforts. In the meantime, don't hesitate to book a call with our Adgility experts to get started and unlock the full potential of connected TV advertising in Australia.


Let's talk

The Marketer’s Guide to Programmatic Advertising

All you need to know about becoming a data driven marketer with the power and precision of programmatic advertising.

Copy of advancedretargeting_FINAL (1)