Gone are the days of antennas and satellites dominating the television landscape. The emergence of connected TV has revolutionised how consumers enjoy their favourite programs, granting them unprecedented freedom and endless viewing options at their fingertips. Along with this wave of technological advancement, a plethora of new opportunities arose for marketers to advertise and connect with the rapidly expanding audience in a faster, more efficient, and cost-effective manner. Over the past decade, connected TV advertising has undergone its own evolution, emerging as one of the most powerful and impactful mediums for companies of all sizes.
If you're feeling overwhelmed about switching to connected TV advertising for your next digital marketing campaign, fear not. Our team of experts at Agility is here to lend a helping hand. In this comprehensive guide, we'll take you on a deep dive into the top features and endless benefits of connected TV advertising in Australia. Not only that, but we'll also equip you with practical tips to kick-start your own successful connected TV advertising journey to optimise ad spend, improve efficiencies, and increase ROI.
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 this rapidly evolving form of advertising can be difficult to navigate, which is why we've crafted this series to provide you with valuable insights, strategies, and recommendations you need to succeed in the world of CTV advertising. From understanding the basics 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 the following features and benefits of connected TV advertising:
In our last article on connected TV, we introduced CTV as an effective advertising medium and demonstrated how it can improve efficiencies and drive greater returns for any advertising team. Today, we're diving even deeper into the main features and benefits that CTV brings to the table and why it's now becoming a critical advertising channel to reach more diverse and engaged audiences.
Gone are the days when advertising on the telly required deep pockets and exclusive contracts. With CTV, you can say goodbye to sky-high production costs and exorbitant airtime rates. Many marketers are actually quite surprised to find out how affordable advertising through connected TV really can be.
By utilising a programmatic demand side platform (DSP) to purchase connected TV ad inventory, advertisers gain the advantage of optimising their budgets based on high-performing strategies. This allows them to prioritise networks that not only reach a larger audience but also do so at a lower cost. With the power of programmatic advertising, advertisers can make data-driven decisions to ensure their CTV campaigns deliver maximum impact and efficiency. This cost-effective alternative to traditional linear TV advertising allows brands of all sizes to reach their target audience without breaking the bank.
In the fast-paced world of digital marketing, agility is the name of the game. CTV advertising brings a dash of flexibility and prowess to your campaigns. With real-time data and analytics, you can make swift optimizations to your CTV ad strategies, ensuring your message resonates with the right audience at the right time. This invaluable insight allows you to know exactly what’s going on with your campaigns, giving you the power to double down on what’s working and throwing out what isn’t.
A few ways marketers gain greater agility with CTV advertising include:
Being able to craft impactful ads that tell compelling stories and prompts action is crucial in the world of advertising. In fact, the creative quality of a company’s work can play a significant role in a campaign’s overall effectiveness. For example, ads tailored to a specific demographic or target audience can receive triple the average attention compared to more general campaigns. That’s why it is absolutely essential to create TV ads that are relevant, effective, and tailored to your ideal audience.
Unlike linear TV, CTV thrives on interactivity and engagement. With its immersive ad format offering, interactive features, and personalised video content, CTV captivates TV viewers and keeps them hooked unlike any other medium. Whether it's a gripping story, an enticing offer, or a captivating call-to-action, CTV platforms provide a canvas for brands to paint vivid pictures in the minds of their audience.
Remember the days of casting a wide net and hoping for the best? Well, those days are long gone. CTV is the era of precise targeting. With CTV, you can slice and dice your target audience with complete precision. By leveraging data-driven insights and audience segmentation, CTV allows you to laser-focus your ads on the viewers who matter most.
An example of the CTV targeting options offered on our leading networks’ BVOD buying platform is 9Tribes, Channel Nine’s audience segmentation composed of 67 specific audience segsments, which uses billions of 1st party data signals to better understand the behaviours, motivations, and interests of 70% of adult Australians who interact with Channel 9. Want to reach tech-savvy millennials or health-conscious baby boomers? 9Tribes makes it easy for you to target your exact audience.
Here are just a few examples of the remarkable 1st party data signals that fuel their targeting capabilities:
In addition to these data signals, Channel Nine's 9tribe offers a rich tapestry of interest categories, ranging from food and travel to auto, sport, lifestyle, entertainment, news, finance, property, and luxury. They also delve into specific program categories such as documentaries, comedy, drama, entertainment, family, kids, lifestyle, NRL, podcasts, reality, true crime, and special events sports. This comprehensive range of audience targeting capabilities empowers advertisers to connect with their desired audience segments with unparalleled accuracy and relevance.
Food for Thought: Let's explore an example to showcase just how granular we can go. Imagine you're seeking affluent homeowners in capital cities. With Nine Tribe's data signals, we can pinpoint individuals aged 40+, earning $150K+, and predominantly residing in the bustling central business districts of Sydney and Melbourne. Gone are the days of generic targeting - now you can connect directly with this coveted audience segment, ensuring your message resonates with those who matter most.
Whether you're targeting specific income brackets, gender groups, or age ranges within a particular vertical, CTV’s audience targeting capabilities allow you to focus your efforts and engage with accuracy.
CTV on BVOD (Connected TV on Broadcaster Video on Demand) is a dynamic playground of advertising possibilities, offering a wide array of ad format options for advertisers. Within this realm of endless possibilities, Channel 9, a pioneer among many Australian networks, unveils an impressive selection of ad formats designed to unlock the full potential of brand messaging. These formats possess the power to not only captivate the target audience but also align seamlessly with the unique goals of each advertiser, helping to build connections that resonate deep within the hearts and minds of viewers.
While many neworks offer similar ad format capabilities, below we’ve highlighted a few of the most common options presented by Channel 9.
By leveraging these various ad formats, Channel 9 and other leading Australian broadcasters empower advertisers to reach their desired target audience effectively. Whether it's through sequential messaging, dynamic ads, premium slate placements, or interactive experiences, brands can maximise their advertising efforts and deliver compelling messages that resonate with viewers.
Having valuable insights from a CTV campaign is one thing, but utilising that information effectively to adjust and propel your strategy forward is a whole different ball game. Connected TV (CTV) comes to the rescue by providing you with the means to analyse the results of each campaign, measure its impact, and weave a compelling story through the data. This granular level of impact measurement empowers advertisers to navigate your strategy, seize opportunities to outshine your competitors, and ultimately increase your market share. With CTV by your side, you'll have the tools to make informed decisions and propel your business to new heights.
Below are some of the top ways to measure your CTV Campaigns through BVOD:
Work With Trusted TV Advertising Experts:
As a busy and ambitious marketer, we understand you may not have the time to prioritise learning the CTV landscape, consider working with an experienced CTV advertising agency. Adgility helps clients both large and small navigate CTV advertising and can advise you on the best strategies, platforms, and approaches when it comes to establishing your connected TV marketing game plan.
Remember, measuring the impact of your CTV advertising in Australia requires a combination of data analysis, experimentation, and an understanding of the ever-changing industry landscape. By leveraging the right tools, tracking relevant KPIs, and working with CTV advertising experts, you'll gain valuable insights to optimise your CTV campaigns, engage your target audience, and achieve your advertising goals.
If you’re ready to unleash the full potential of CTV and skyrocket your advertising game, Adgility is ready to help. As one of Australia's most trusted performance advertising partners, we're here to ignite your brand's success through captivating, cost-effective, and data-driven connected TV ads. Our dedicated team is committed to helping you not only boost brand awareness but also achieve remarkable ROI. With Adgility, we will help you tap into a world of possibilities where your message reaches the right audience, resonates deeply, and drives action.
Like what you see? Keep on the lookout for our 3rd guide in our 3-part mini series as we cover everything you need to know about how to actually get on board with connected TV in Australia as well as discuss how we think the CTV advertising landscape is going to continue to evolve in the foreseeable future.