COVID-19 Drives Connected TV Advertising Demand

Work from Home

Since the onset of COVID-19, increased digitalisation has been an undeniable trend. The time spent on TV viewing has almost tripled. What’s more, linear TV viewers are clearly shifting to CTV.

High CTV access and usage is not unique to the current health crisis. Trends have been headed upward for some time. As of March 2020, Nielsen data showed that 76% of U.S. homes had at least one connected device. But because access doesn’t always equate to usage.

The increase in viewing in the living room speaks to the growth of co-viewing as consumers choose to watch content together—especially during a global pandemic, which has likely provoked consumers to lean into their families and loved ones during the health crisis.

While co-viewing levels have come down from their peaks during the week of March 23, they remain higher than before the COVID-19 pandemic for most demographics.

The changes in consumer behavior are leading to a shift in advertisers’ and publishers’ behavior as well. Publishers and ad tech companies offer brands the ability to switch creatives quickly and provide data-driven insights into how different messaging is resonating with consumers. As a result, advertisers shift to CTV ads and pour more ad budgets into the ecosystem.

Exponential Growth of Connected TV in Australia

CTV in Australia

Connected TV advertisers have experienced explosive new growth in 2017, increasing by 351 percent (March 2017 – October 2017) across all four major free to air broadcasters in Australia.

Beginning in March 2017, smart TVs made up 42 percent of CTV supply, OTT devices 48 per cent and gaming consoles 10 percent. By October, this had shifted, with smart TVs comprising 26 percent, OTT devices 68 percent, and gaming consoles at 6 percent.

The steady incline in the number of Australians watching TV via CTV is calulated to offer 2.9 billion ad opportunities across Australia’s four main free to air broadcasters’ in 2017, with further increase in 2018.

CTV capitalises on the engagement of the full TV screen experience with the advantage of consumer control over the journey. Connected TV also has the ability to provide data on behaviour as well as a range of targeting opportunities. This provides a big screen experience with the added benefits that are linked to a digital experience.

Future TV Advertising Forum 2018 Sydney explores the fundamentals of CTV media planning, including how we measure media exposures accurately across all connected devices To register visit the website

Connected TV Meeting at BBC Worldwide Australia



                                                           CTVMA APAC Board

The Connected TV Marketing Association's country boards are now coming together to officiate local agenda's in their regions. Last week, our APAC board met at BBC Worldwide Australia in Sydney, Australia.

Pictured above from L-R Mark Blair (Brightcove), Andy Edwards (Telstra), Stephen Langdon (NBN Co.), Will MacKinnon (SBS), Sandra Davey (Netgem), Luke Steele (Samsung) and David Gwynne (Samsung).

Both the U.S, Canada and Central Eastern European boards are scheduled to meet. Major topics under discussion include; regulatory issues, corporate governance, standards issues, conventions in TV app development and other general commercial areas of interest to professionals and investors in advertising, media and entertainment.

The Association will be making a major European announcement this month concerning its Belgium board in the European Commission, to coincide with the launch of our official website.

Connected TV Marketing Association APAC Board

                                                             Sydney, Australia

Leaders of the Australian advertising, media and entertainment sector converged at the Powerhouse Museum in Sydney on Wednesday, for the inauguration of the Connected TV Marketing Association’s APAC Board.

With a third of Australians planning to buy a smart TV or internet-connected device or set-top box this year, 2012 marks a turning point for connected television viewing in the region. At the summit, Founder and President of the Association, James Grant Hay announced the appointment of Professor Duane Varan, Executive Director of the Interactive Television Research Institute at Murdoch University as its Honorary APAC Chairman.

Professor Varan will preside over a board of directors from company representatives as diverse as ABC, Accedo, SBS, and the NBN Co. Limited. In accepting the nomination of Chairman, Professor Varan said:

In an age of perpetual change, it's critical that all players across the new value chain work together to build vibrant new business models. There are exciting new opportunities for connected TV in the road ahead which the Association hopes to help cultivate in this region".

The launch in Sydney also included a Smart TV presentation from Samsung Electronics Australia and was attended by representatives from Australian companies, including Telstra, Viocorp, BBC, Netgem, Village Roadshow, Adconion, Brightcove, and special guest from London, Shirlene Chandrapal Vice President of Connected TV at Smartclip.

 CTVMA Media Launch

With 85% of marketers interested in advertising on internet-connected TVs, the CTVMA had been set up to inform and educate the advertising, media and entertainment sector on the commercial opportunities of Connected TV platforms. On the panel, the association’s Asia-Pacific Vice President and Director of Accedo, Matt Kossatz said:

"Connected devices offer brands and content owners the chance to connect their offline spend with the rapidly growing online content market, with TV applications or targeted ad campaigns served by ad networks across electronic program guides and TV's on-screen app store”.

Circular Quay

In closing, Founder and President Asia-Pacific of the Connected TV Marketing Association James Grant Hay said:

"We are delighted with today's turn out and thank Professor Varan and all the APAC board members for their valuable time and future contribution moving forward. Our presence in the region is now well and truly established”.

As part of its future plans, the CTVMA has immediately embarked on an open industry consultation process with the consumer electronics industry, inviting leaders from the advertising, media and entertainment sector to participate in formulating an open industry terms of reference.

Since launching in November, the association now comprises of 117 Country, Regional and Chapter appointed Presidents, Vice-Presidents with representatives around the world. A complete list of new APAC board members visit the website.

The board now plans to schedule its first agenda meeting and announce details of its next Sydney event in June as part of its attendance at the Connected Entertainment Summit.