Xandr's CTV Guide 2021 - Challenges for media buyers

Chris Pash
By Chris Pash | 4 February 2021

Xandr, AT&T's advanced advertising and analytics company, has officially launched a connected TV (CTV) guide on the opportunities and challenges for advertisers and media buyers in Australia and around the world.

According to the report, Advertising’s Creative Canvas: Xandr CTV Guide 2021, Australia is home to an advanced CTV market, with strong household usage and industry-wide initiatives aimed at reducing fragmentation, making it easier for advertisers to buy across a range of services.

Nearly half of Australians over age 14 have viewed content on a connected TV, and 30% are doing so daily across platforms, including Seven, Nine and Ten’s multi-platform BVOD services, as well as Netflix, Amazon Prime, Apple TV, Stan, Binge and Disney+. 

According to IAB Australia, the number of Australians viewing CTV content every day has grown 22% over the last year and most of the audience is made up of a harder-to-reach, younger demographic.

“Australian viewers have flocked to CTV services," says Xandr senior account director Tom Dover. 

"For advertisers, CTV presents the best of both worlds – you get the scale and attention of traditional TV,  with the addition of digital. Viewers choose what they want to watch, so there are higher dwell times and increased engagement; ads are highly viewable and boast completion rates of 90%."

Broadcasters and technology platforms in Australia and globally are aligning and simplifying access to devices, making it easier for brands to buy across multiple CTV channels. 

Finecast Australia managing director Brett Poole: “This means that when we activate addressable TV strategies, we have the highest-quality data to work with in the market to ensure precision, greater efficiency and improved measurement.”

10 ViacomCBS head of video ad product and technology, Ashton DeSantis: “At its core, CTV is still a TV-like viewing experience.

"It should be utilised as both a top-of-funnel, awareness, and brand-building medium, as well as a lower-funnel buy when targeting and addressability is overlaid.” 

Global users of over-the-top (OTT) TV services are forecast to grow to 2.9 billion in 2025 from 1.8 billion in 2017. 

"Viewers globally have flocked to video-on-demand (VOD)," says the Xandr study. "Subscription video-on-demand (SVOD) services like Netflix, Disney+, HBO Max, Now TV, France’s myCanal, India’s HotStar, Singapore’s Hooq, and Australia’s Stan have boomed. Yet this new world is not just about ad-free experiences.

"The majority of OTT consumption is expected to be of advertising-supported video-on-demand (AVOD) platforms and most will consider a hybrid model." 

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