Embrace the Evolving Beast

Why You Need Connected TV in Your Marketing Arsenal

Remember the days of blasting your message across the TV airwaves, hoping it would catch the eye of someone watching “Wheel of Fortune”? Well, those days are about as relevant as a fax machine in the age of instant messaging.

Enter the age of Connected TV (CTV), Broadcast Video on Demand (BVOD) or, as some of us call it, “catch up telly.” This isn’t just about watching re-runs of MasterChef – it’s a marketing goldmine waiting to be tapped. This should not be confused with Subscription Video on Demand (SVOD), which are viewing platforms such as Netflix, Stan and Disney+.

In Australia, Connected TV (CTV) platforms include the likes of 7plus, 9Now, SBS on Demand and 10 Play. We originally saw Catch-Up TV hit the Australian media landscape in the late 2000s with the launch of ABC’s iView.

From there, the other significant broadcasters gradually introduced their offerings over the following decade. All initially included catch-up TV, then moved towards a myriad of streaming content not seen previously by the main broadcasters, to now delivering live TV content and in high definition.

A recent report shows that consumers are leading the movement towards connected TV, citing that 2.5 million Australians chose connected TV over linear TV every week, amounting to 26 million hours of content consumed per week.

Here’s why your brand needs to embrace the evolving CTV beast of the digital jungle:

  1. Reach the elusive antenna abandoners: How do you reach those pesky people who have abandoned terrestrial TV? CTV lets you reach them; this growing legion have abandoning traditional TV altogether. This is usually the reserve of Gen Zeders, with 37% of Australian Gen Z connected TV viewers anticipating they will be ceasing their viewership of linear TV within the next five years. They’re still watching content, just on their own terms – and you can be there to meet them.
  2. Target like a laser, not a blunderbuss: Unlike throwing spaghetti at a wall and hoping it sticks, CTV advertising lets you target specific demographics, interests and even locations. A Melbourne real estate agent recently sold a $10M property in an upmarket suburb of East Melbourne, following the agent placing a short walkthrough of the house on CTV in specific high net-worth suburbs targeting people with a demonstrated interest in real estate. It can be that targeted! So, it doesn’t matter what program your ad appears in, you know you are reaching the right people.
  3. Measure like a data-driven detective: Gone are the days of guessing how many people actually saw your ad. CTV provides detailed analytics, allowing you to track impressions, engagement and even website visits. Now you can see exactly what’s working (and what’s flopping faster than a novelty dance craze). It should be noted that generally connected TV, just like traditional TV, is about generating awareness – viewers clicking through to your website while they watch their favourite TV show is not a priority. So, any click throughs are a real bonus!
  4. Reach your audience at multiple touchpoints: Engage in multi-channel marketing beyond the living room screen across all devices, including smartphones, tablets and connected TVs. The targeting and measurement possibilities when pairing this with other media, such as audio (podcasts) or digital display advertising will help keep you top of mind and build frequency to support awareness and action consideration.
  5. Get creative with your various audience segments: Forget the one-size-fits-all ads. CTV allows you to develop and deliver specific TV ads to your various target audience segments. You can deliver your bicycle shop ads featuring mountain bikes to outdoor/mountain bike enthusiasts and cruiser electric bikes to over 50s with an interest in cycling.
  6. Budget-friendly, not wallet-draining: Compared to traditional TV advertising, CTV can be a cost-effective option, especially for smaller businesses. You can tailor your campaign to your specific budget and reach the right audience without breaking the bank.
  7. Supersize your creative: Interestingly, a 15 sec spot costs the same as a 30sec spot, so why not get maximum exposure use 30 sec ad material to give your brand maximum presence.

It’s worth noting that when you purchase CTV media, you should not fall into the trap of focusing your marketing budget on one network.

With Connected TV, the objective should be to reach the intended user, i.e. your target audience, based on their demographic/interest profile, etc and buy across all networks. This approach ensures your spend moves and is delivered according to your target audience’s CTV program consumption habits.

Buying impressions purely on 9Now, for example, thorough Channel 9, will only deliver your presence on that platform, however Cor Comms can ensure your budget is spread across all CTV platforms and is reaching your identified target audience, no matter which TV network platform they are watching.

So, there you have it. It’s time to start embracing the evolving beasts of the digital landscape. With CTV you can reach the right audience using niche creative and measure your success – all while potentially saving a few bucks. Now, go forth and conquer the ever-changing media landscape, one targeted ad at a time!

About the author

*Craig is Marketing Director at Cor Comms.  He has more than 30 years experience as a brand and marketing professional working in Australia and the UK.