Key Takeaways
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Definition: Connected TV (CTV) advertising delivers video ads on any television connected to the internet, including Smart TVs, streaming sticks (Chromecast, Apple TV), and gaming consoles. It offers the brand impact of traditional TV with the precision of digital.
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Australian Market Shift: CTV is the fastest growing digital channel in Australia, driven by the decline of broadcast TV viewership and the massive adoption of local and global streaming platforms (9Now, Stan, Binge, YouTube on TV).
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Where Ads Appear: Ads run in premium video environments across:
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Australian Broadcaster VOD: 9Now, 7plus, 10 Play, SBS On Demand, ABC iView.
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Global Streaming Ecosystems: YouTube on TV, Amazon, and dedicated CTV networks.
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Hardware Ecosystems: Samsung TV Advertising, LG Ads, etc.
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Key Benefits:
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Full-Screen Attention: Ads run on the largest screen in the home without typical digital distractions, leading to high-quality views.
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Precise Targeting: Campaigns can target users based on demographics, location, interests, behaviour, and first-party data, surpassing traditional TV’s broad reach.
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Measurability: Unlike broadcast, CTV enables detailed reach and frequency measurement, view-through attribution, and cross-device tracking.
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Strong Brand Recall: Video completion rates are extremely high due to non-skippable formats.
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Audience Focus: CTV is the primary way to reach Australian cord-cutters (those who have dropped cable/free-to-air) and engaged streamers, offering incremental reach beyond linear TV.
Connected TV advertising in Australia has become one of the fastest growing digital channels, driven by the decline of traditional broadcast TV and the rise of streaming platforms. With more Australians ditching cable and free-to-air television, brands now have an opportunity to reach highly engaged audiences on smart TVs and streaming devices.
This guide explains what connected TV advertising is, how it works in the Australian market, and how brands can use it to reach cord cutters and streaming audiences.
What Is Connected TV Advertising?
Connected TV, often called CTV, refers to any television connected to the internet and capable of streaming digital content. This includes:
- Smart TVs
- Streaming devices such as Chromecast or Apple TV
- Gaming consoles such as Xbox or PlayStation
- Set top boxes
Connected TV advertising displays video ads within streaming apps, catch up TV platforms, and premium digital environments.
Why Connected TV Is Growing in Australia
Australians are rapidly shifting away from traditional TV. Streaming platforms have become the default entertainment choice for many households.
Key reasons for the rise of connected TV advertising in Australia include:
- Growth of streaming platforms like Netflix, Stan, Binge, and Amazon Prime
- Increasing adoption of smart TVs
- Decline in broadcast TV viewership
- Ability to target audiences more accurately
- High completion rates for long form video
Connected TV combines the brand impact of traditional TV with the precision of digital targeting.
Where Connected TV Ads Run in Australia
Connected TV advertising can appear across a variety of premium environments, including:
Australian Broadcaster Video on Demand Platforms
- 9Now
- 7plus
- 10 Play
- SBS On Demand
- ABC iView
These platforms offer massive reach and premium video content.
Global Streaming Apps
Many global platforms allow ad supported placements, including:
- YouTube on TV
- Amazon Freevee (where available)
- Pluto TV
Streaming Hardware Ecosystems
Ads can also run through:
- Samsung TV Advertising
- LG Ads
- Roku (when used locally)
- Fetch TV
Specialist CTV Networks
Programmatic providers aggregate inventory across:
- FAST channels
- Niche streaming apps
- Sports networks
- Lifestyle content platforms
Benefits of Connected TV Advertising
High Quality, Full Screen Attention
CTV ads play on the biggest screen in the home without traditional digital distractions.
Targeting Capabilities
Advertisers can target based on:
- Demographics
- Location
- Interests and behaviour
- Content type
- First party audience lists
Strong Brand Recall
Video completion rates are extremely high due to non skippable formats.
Measurable Results
Unlike broadcast TV, CTV enables:
- Reach and frequency measurement
- View through attribution
- Cross device tracking
- Incremental reach analysis
Complementary to Other Channels
CTV works well with:
- Programmatic video
- Display
- Social advertising
- Traditional TV
How Connected TV Advertising Works
Connected TV ads can be purchased in two main ways.
Direct Buys with Publishers
Brands negotiate premium placements directly with Australian broadcasters or streaming apps.
Programmatic CTV Buying
Using DSPs, advertisers can:
- Access inventory across multiple platforms
- Use real time bidding
- Optimise targeting and frequency
- Control budgets more effectively
Programmatic buying is growing quickly as brands seek flexibility and efficiency.
Creative Best Practices for CTV Ads
Use TV Quality Production
Big screen environments require professional visuals.
Front Load the Message
Communicate the key point within the first few seconds.
Use Clear Branding
Ensure logos or brand elements are visible early.
Keep It Short
Common lengths are:
- 15 seconds
- 30 seconds
Consider Sound On
Most CTV ads play with sound enabled.
Measuring Success in CTV Advertising
Key metrics include:
- Video completion rate
- Cost per completed view
- Incremental reach compared to broadcast TV
- Website or app traffic from companion devices
- Conversions driven by view through impact
Advanced advertisers use cross device attribution to understand how CTV contributes to sales or leads.
Why Connected TV Is Essential for Australian Brands
Australian households are shifting away from traditional broadcast consumption. Reaching these audiences requires meeting them where they are: on streaming platforms.
CTV offers:
- Premium inventory
- Large scale reach
- Digital style targeting
- Strong brand impact
It is quickly becoming a core component of modern media strategies.
Final Takeaway
Connected TV advertising in Australia gives brands the ability to reach cord cutters and streamers in highly engaging environments. With strong targeting, measurable performance, and premium video placement, CTV is now one of the most powerful channels for building awareness and influencing audiences.
