Sydney, Australia – Around 94% of Australian users think there are features of the CTV ad experience that make it better than linear TV, according to the latest data from media company Integral Ad Science.
According to the data, Australians prefer the ability to skip ads, fewer ads and shorter ads, which are critical differentiators for connected TV. In addition, people are streaming with CTV, and most are watching at least some ad-supported content with 91% of consumers surveyed saying they stream content on CTV and 97% of CTV users have access to a paid subscription to ad-free platforms.
In addition, YouTube with ads is the top ad-supported content on CTV, with 73% of consumers using their connected TV to watch YouTube with ads. Moreover, 53% of consumers say they will view an ad to completion if it is relevant to the content they are watching.
Jessica Miles, country manager for ANZ at IAS, said, “Australian consumers have been quick to embrace CTV and streaming platforms as the future of television. They have high expectations for ad relevance in these new digital environments. The SVOD (subscription streaming) market in Australia is at saturation point, and publishers are pivoting to offer AVOD (advertiser supported streaming) to maintain profitability and retain audiences.”
She added, “The demand from buyers for AVOD on CTV is also growing exponentially, fueled by increasing targeting options, increased measurement, and CTV’s ability to be bought programmatically. Combining transparency and programmatic efficiency will allow advertisers to reach wide audiences more efficiently and engagingly.”
