Australian viewers prefer the connected TV (CTV) ad experience over linear television, according to Integral Ad Science in Press Play: CTV and Ads, a study conducted in March with more than 500 participants.
The survey found most (94%) think there are features of the CTV ad experience that make it better than linear TV.
Jessica Miles, country manager of ANZ for Integral Ad Science, said: "Australian consumers have been quick to embrace CTV and streaming platforms as the future of television. They have high expectations for ad relevance in these new digital environments.
“The SVOD market in Australia is at saturation point, and publishers are pivoting to offer AVOD to maintain profitability and retain audiences.The demand from buyers for AVOD on CTV is also growing exponentially, fueled by increasing targeting options, increased measurement, and CTV's ability to be bought programmatically.
"Combining transparency and programmatic efficiency will allow advertisers to reach wide audiences more efficiently and engagingly."
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