The IAB Australia Video Council has released its Connected TV Handbook to assist marketers and agencies to better understand the market.
The Handbook, which was first published in 2020, has been updated to explore the opportunities for advertising through data and personalisation, provide a framework for measurement and outline planning considerations and elements of creativity. It also includes an update on IAB Tech Lab Standards and an introduction to the Advanced TV product roadmap.
IAB Australia director of research Natlie Stanbury said there have been significant developments across audience size, measurement capabilities, access to and use of data and interactive creative in the CTV space over the last four years.
"This handbook provides a compelling update for the industry and anyone seeking to use this powerful platform to reach audiences in 2024," she said.
The Connected TV Handbook was prepared by IAB Australia Video Council members Samsung Ads, Teads, Paramount ANZ, Nine, SWM, The Trade Desk, Adobe, Google, Publica, Zenith, ZO along with IAB Australia Tech Lead, Jonas Jaanimagi and Director of Research, Natalie Stanbury. The Guide is free to download from the IAB Australia site.
According to the Ipsos iris Digital Landscape Report (March 2024), Australians 14 and older claim to spend an average 18.7 hours watching free online TV (BVOD catch-up services such as 9Now, 7Plus), subscription TV (SVOD such as Netflix) or social media videos (such as YouTube, TikTok) per week on any device.
While Australians use multiple devices to view online video content, the Connected TV is the most used device (in last 7 days) for watching free online TV and subscription streaming services, while the smartphone is the most used device for watching social media videos, according to the Report.
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