Independent digital media agency Switch Digital has launched a new advertising buying network targeting connected TV (CTV) and broadcast video on demand (BVOD) audiences across all streaming digital channels and YouTube.
The platform, called EngageTV, gives TV advertisers, and their agencies, the ability to plan and implement TV buying strategies in 48 hours across all devices.
EngageTV provides targeting against demographic, purchase intent, lifestyle and socio-economic filters.
The delivery of TV advertising can also be targeted down to a single postcode.
“Television viewership continues to fragment with more channels and more ways to view TV," Switch Digital CEO Lee Stephens says.
"EngageTV captures that fragmentation in TV audiences and counters wastage."
In addition to its own clients, Switch is providing the service to a number of agencies as a way for independent agencies to provide better TV buying and reporting that sets them apart from international groups.
According to a ThinkTV report, more than 50% of Australian homes now own a Smart TV with 85% of Australians watching broadcast TV weekly and already a quarter watching BVOD across all devices.
BVOD TV advertising revenues grew almost 40% in 2019 while linear TV revenues fell seven per cent.
“BVOD TV advertising is already 12% of TV advertising by value and PWC predicts BVOD TV advertising will show compound annual growth of nearly 30% over the next five years while linear TV will fall one per cent a year,” Stephens says.
He says the agency has already had "significant" inquiry from automotive, franchise, tourism and retail sectors to use the platform.
Through the platform advertisers can also build segments based on their own first party data, multiple layers of third-party data definable by interest, past purchases or by household type.
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