Tag: CTV

Singapore – Technology platform FreeWheel has forged a partnership with media company Innity to boost media buying across CTV and premium digital video. It aims to provide brands with access to curated CTV and premium video audiences across Southeast Asia and Hong Kong.

The partnership will see FreeWheel combining its advertising technology with Innity’s local market expertise. Through the collaboration, Innity’s clients can connect with premium video sellers across markets in the region. This includes Singapore, Vietnam, Thailand, Malaysia, the Philippines, Indonesia, and Hong Kong.

FreeWheel’s streaming hub offers advertisers access to premium video inventory, made seamless through a single entry point. The platform enables advertisers to connect efficiently with global buyers and sellers, maximising outcomes.

Additionally, the partnership will allow advertisers to reach key audience segments in the automotive, finance, FMCG, and lifestyle industries.

“This strategic partnership with Innity aligns with our global vision to deliver simplified and unified advertising experiences for advertisers and addresses some of the industry’s key needs: removing unnecessary friction in media buying, improving addressability, and driving greater return for marketers,” said Alvin Tan, commercial director, APAC at FreeWheel.

“This collaboration comes at a crucial time as advertisers seek to capitalise on the rapid growth of CTV and streaming in the region, through the right balance of quality inventory and campaign efficiency. We’re excited to partner with FreeWheel to offer brands a smarter, more scalable way to connect with audiences. This partnership also aligns with our broader vision to expand our video and CTV offerings and help our partners thrive in a streaming-first future,” Fabian Looa, COO and co-founder at Innity, commented.

Viewers in the Asia-Pacific (APAC) region are increasingly consuming video content solo and on the go, often multitasking or getting distracted. New research from Omnicom Media Group reveals that 87% of solo viewers multitask while streaming, with a 40% likelihood of engaging with unrelated content—particularly high in markets like Australia, New Zealand, Malaysia, the Philippines, and South Korea.

Weekday Solo Streaming Fuels Distraction

Solo viewing is primarily a weekday activity, often occurring during commutes, at work, or school—situations that encourage transient, multitasking behaviours. In contrast, weekend viewing tends to be more sedentary and communal, with viewers settling in at home or in social settings.

Interestingly, markets such as Australia, Japan, New Zealand, and South Korea report more deliberate solo viewing moments in living rooms, indicating a mix of intentional and passive consumption patterns.

Smartphones dominate solo streaming (81%) due to their portability, while Connected TVs (CTVs) are preferred for co-viewing (55%) thanks to their larger screens. This makes CTVs more suitable for planned, shared experiences—especially on weekends. In fact, 54% of co-viewers watch scheduled content on weekends, compared to 31% of the general audience.

Given the high incidence of multitasking, marketers are advised to optimise audio in ads to capture attention even when viewers aren’t fully focused. A cross-channel strategy is also recommended to reach users in varied contexts—from commuting to dining out.

Ad Receptivity & Genre Preferences Differ by Viewing Context

Viewers watching with families are more receptive to ads (65%) than solo viewers (53%). They’re also more likely to consider purchases after exposure to ads—66% vs. 50% for solo viewers.

Solo viewers lean toward easy-to-follow genres like Comedy and Action, while more deliberate viewers in Australia, Japan, and New Zealand also enjoy Documentaries. Meanwhile, markets such as Hong Kong, India, Taiwan, and Vietnam show higher interest in genres like Horror, Fantasy, and Sci-Fi—often driven by local content availability.

Co-viewing changes genre preferences altogether. Viewers diversify into Reality TV, Live Sports, and Travel content. When watching with children, there’s a clear avoidance of age-inappropriate content such as Horror, Romance, and True Crime.

Communal Viewing = Shared Decisions

Content choices often become communal during co-viewing, especially on weekends. In India, Indonesia, the Philippines, and South Korea, shared decision-making is more common, with different patterns depending on the group—adults take turns in families, but friends decide together.

This variability suggests brands should A/B test across multiple viewing contexts and target varied moments like commuting, lounging at home, or streaming in public spaces.

Subscription Habits: Quantity Doesn’t Equal Usage

APAC users have access to an average of 11 subscriptions, but only 44% were used in the past month. China and Taiwan show the lowest usage rates (38%), while New Zealand and Japan use three out of every five subscriptions—suggesting selective but intentional engagement.

YouTube, Netflix, and Prime Video lead in awareness and retention, while Apple TV+ ranks highest in user loyalty, likely due to exclusive content and episodic release formats.

APAC viewers spend an average of US$19/month on subscriptions (~US$3.73 per service). Australia (US$25) and Singapore (US$24) top the list, but New Zealand and Japan spend the most per active subscription, reflecting a quality-over-quantity mindset.

Markets like India, Indonesia, and Thailand report lower per-platform spends, influenced by affordable pricing tiers and widespread account sharing.

Interestingly, discrepancies between average and median spending in markets like Singapore and the Philippines suggest a broad range of consumer spending behaviours.

Much of the high subscription count is due to free platforms like YouTube and Bilibili or shared accounts—particularly in China, Australia, and Taiwan. On average, viewers have about five paid subscriptions, but nearly three of them are shared.

Despite limited ownership, there’s appetite for growth. Viewers in India, Thailand, Singapore, and the Philippines plan to increase their subscriptions, with 83% of users intending to maintain or grow their current access as international platforms expand.

CTV and Streaming Ads Drive Engagement & Recall

CTV and online video ads are impactful: 70% of viewers recall seeing them, particularly skippable (36%), first-screen (33%), and home screen (32%) formats. Two-thirds (65%) of respondents say they’re more likely to remember a product advertised via video streaming.

Moreover, 67% prefer seeing ads from a variety of brands, making CTV and online video ideal for discovery. While only half of viewers click on ads, formats with embedded calls-to-action—like QR codes—help drive conversion without interrupting the experience.

As streaming and CTV continue to grow across APAC, marketers must:

  • Tailor audio and creative to distracted, multitasking viewers.
  • Use A/B testing across solo, communal, and on-the-go scenarios.
  • Choose platforms based on campaign objectives—awareness, affinity, or conversion.
  • Maintain omnichannel strategies that blend exposure with actionable touchpoints.

With expanding local content, increased platform diversity, and improving measurement technologies, APAC remains a dynamic and high-potential region for CTV and streaming media investment.

Nina Fedorczuk, chief enablement officer at OMG APAC, said, “The recent evolution in online video consumption is fundamentally re-shaping how people consume content and how brands and agencies engage with them. Despite the ongoing yet seemingly small changes in tech advancements and original equipment manufacturers (OEMs), the scale and impact of CTV and online video consumption should not be overlooked.”

She added, “While valuable data is available from OEMs, OTTs, and digital partners, it is still important to look at the landscape holistically. This helps us better understand those who are consuming it as well as their motivations and perceptions. Our latest research will be crucial in helping marketers uncover the various consumption behaviours, preferences, and attitudes towards advertising on CTV.”

Singapore – 90% of Thai and Indonesian viewers prefer the quality of professional videos over social videos, according to a report from the Asia Video Industry Association (AVIA).

According to AVIA’s report, both markets believe that professional videos from over-the-top services such as Disney+, Netflix, TRUEID, Vidio and Viu are of better quality. 

The majority believes that these content captures attention more, and considers the time watching them better spent compared to user-generated content and social videos.

Viewers associate professional videos with stronger emotions, while users generally feel more negative emotions when watching videos on social media.

Additionally, the report found an increased adoption of Smart TVs, signalling more opportunities for advertisers to leverage Connected TV advertising. This also shows a potential for advertisers to explore the OTT landscape.

The research was conducted by Milieu Insight in November 2024.

“In Indonesia, a 10% higher brand recall and purchase intent from OTT advertising campaigns underscores the platform’s growing impact, encouraging more brands and agencies to diversify their media strategies. The momentum in CTV OTT advertising is equally promising, with Vidio’s 150-minute average daily watch time offering advertisers access to a high-quality audience and premium inventory,” Hermawan Sutanto, managing director at Vidio, said.

David Sky, director of advertising solutions at TRUE Digital Group, commented, “At TRUEID, we are dedicated to providing premium OTT services that deliver high-quality professional video content to our viewers in Thailand. We are heartened that almost 9 out of 10 consumers surveyed wholeheartedly agree that premium services out-deliver on quality. And with the increasing adoption of Connected TVs, the time is now for advertisers and brands to take advantage of the increasingly engaged audience on premium OTT.”

“The power and opportunity of premium OTT services in Indonesia and Thailand are significant. This study clearly demonstrates the value these services offer to both consumers and advertisers. We believe this is a call to action for advertisers to leverage the unique advantages of premium OTT,” Louis Boswell, chief executive officer of AVIA, said.

Sydney, Australia – Global media platform Teads has announced an expansion of its exclusive partnership with VIDAA , a smart TV operating system powering dozens of manufacturers worldwide including Hisense, Toshiba, Scheider, Loewe, Leica and Akai. The partnership is active in the US, Canada, and in 27 markets across Europe and APAC including India, Australia & Malaysia.

Under this extended partnership, Teads maintains exclusive access to VIDAA’s prominent on-screen placement for native CTV home screen ads, enabling advertisers to make a powerful first impression on tens of millions of VIDAA-powered Smart TVs globally, including those made by Hisense, Toshiba, and over 400 additional brands. 

In addition to premium homescreen placements, Teads also gains unparalleled access to VIDAA’s own VIDAA Channels streaming service, unlocking premium CTV video inventory for advertisers globally. 

This collaboration strengthens Teads’ direct-to-glass capabilities, supporting its mission to provide brands with consistent, high-quality ad experiences across all screens.

Jeremy Arditi, co-CEO at Teads, said, “Extending our exclusive partnership with VIDAA allows us to further support our global CTV strategy with an unrivaled offering that bridges the gap between digital and TV. Our CTV Native and Homescreen offerings both complement and differentiate our overall strategy with innovative ad products and a larger selection to continue reaching consumers in new ways. We’re excited to continue delivering impactful reach to our brand partners through one of the world’s leading smart TV platforms.”

Meanwhile, Guy Edri, CEO at VIDAA, commented, “This extension with Teads reinforces VIDAA’s commitment to fostering partnerships that promote sustainable growth for our brand, content, and advertising partners. By combining our global platform’s reach in living rooms across the world with Teads’ expertise in digital advertising, we’re creating significant opportunities for brands to engage audiences meaningfully.”

Teads’ collaboration with VIDAA builds on its growing CTV inventory partnerships across the world and meets the rising demand for CTV ad solutions globally. Teads provides comprehensive campaign performance insights, working with measurement companies like Comscore, Cint, and LiveRamp to offer brands robust targeting and audience engagement capabilities.

New York, USA – Nexxen has announced the launch of ‘Deal Marketplace,’ the company’s latest feature within its demand-side platform, Nexxen DSP. With a centralized interface, Deal Marketplace is built to enable advertisers to better discover, visualise and activate preferred deals across connected TV (CTV), online video (OLV) and display, reducing overall time spent planning and executing campaigns.

The marketplace was designed to improve efficiency while also empowering advertisers to make data-backed decisions. Through Nexxen’s Deal Marketplace, advertisers gain transparency into a wide range of premium supply inventory, leveraging advanced audience-targeting capabilities.

These deals include TV Audiences – custom audience segments accessible via Nexxen’s proprietary TV intelligence solution, which combines both linear and streaming viewership data – as well as content-level targeting and first-to-market CTV high-attention and green media options. 

‘Deal Marketplace’ also offers inventory through contextually curated private marketplace (PMP) deals, crafted using a blend of content and audience-layered data.

David Roman, senior vice president at Nexxen DSP, said, “Deal Marketplace is a further example of Nexxen’s commitment to addressing key industry challenges in premium video and streaming. Through Deal Marketplace, we are reducing the time it takes buyers to discover and activate high-quality deals, so they can get back to what matters. Alongside the streamlined system, Deal Marketplace offers flexible technology, unique packages and differentiated targeting solutions and data sources.”

Sydney, Australia – Kargo has announced a new partnership with Samba TV which will enable advertisers to target, measure and optimise reach and frequency across mobile and connected TV (CTV) environments with greater precision.

This collaboration builds upon Kargo’s recent launch of its CTV advertising solutions in April, developed in partnership with Fetch TV. The integration of Fetch TV’s subscriber and set-top box data with Kargo’s advanced contextual targeting capabilities has already positioned Kargo as a frontrunner in delivering impactful advertising experiences. 

Now, with the integration of Samba TV’s automatic content recognition (ACR) data from globally opted-in televisions, Kargo further solidifies its leadership in audience engagement on the largest screen in the home.

The new solution will leverage Samba TV’s first-party viewership data, which is analysed at a granular postcode level to give advertisers an in-depth understanding of ad performance for more effective planning and targeting across all major programmatic platforms. 

Kargo will also combine its creative and targeting capabilities with Samba TV’s omniscreen measurement to unlock deduplicated incremental reach on top of digital campaigns.

Cam Dinnie, operations director at Kargo APAC, said, “Not only do Kargo’s creative formats captivate audiences, but they consistently outperform traditional media. Now we have created an even more powerful CTV advertising solution by integrating Samba TV’s robust data and measurement. This approach gives our advertisers an even more efficient and effective method to plan, activate, and measure their omni channel campaigns.”

Meanwhile, Yasmin Sanders, managing director for Australia at Samba TV, commented, “This partnership is about giving advertisers the most straightforward and effective approach to enhance their connections with audiences while also gaining a better understanding of their incremental reach. We’re excited to combine our technologies to give Kargo’s advertisers a smarter way to inform their omnichannel planning strategies and access more levers to optimise performance.”

Singapore – MiQ, a programmatic media partner to brands and agencies, has partnered with Hoppr, a connected TV (CTV) platform, to enhance customers’ access to ultra-premium inventory with a first-in-market guaranteed view in Singapore. 

MiQ’s mission is to develop the most comprehensive advanced TV (ATV) solution on the market. Through this partnership, MiQ will leverage Hoppr’s patented platform, which utilises audience behaviour and insights to ensure a guaranteed view of ads on the largest screens in the home.

MiQ is Hoppr’s preferred managed service activation partner in Singapore. Together, they will deliver solutions aimed at addressing one of the TV industry’s most significant challenges: fragmentation, which reduces advertising reach across diverse audience segments.

Through this partnership, MiQ and Hoppr will empower brands to target their desired audiences by enabling advertisers to plan and purchase inventory that guarantees ad viewership. This level of precision ensures that advertising messages reach the most relevant household audiences, maximising the impact and effectiveness of each campaign.

Both parties are also assessing opportunities to expand their partnership to include the future launch of enhanced advanced TV capabilities for Singapore across linear, streaming, and YouTube. 

MiQ and Hoppr share a vision for the future of advanced TV, where data-driven video integrates across linear and digital platforms. This partnership follows MiQ’s recent global TV intelligence expansion to the UK and Australia, reinforcing their commitment to enhancing TV consumption and audience engagement.

James Parker, SEA managing director at MiQ, said, “This partnership is an exciting step forward in bringing powerful advanced TV advertising solutions to the APAC market. MiQ and Hoppr have a shared vision of advanced TV—one of data-driven video convergence across linear and streaming that brings together the reach of TV with the targeting and performance of programmatic.” 

Joe Prusz, CEO of Hoppr, added, “The combination of MiQ’s managed service CTV and programmatic trading expertise and Hoppr’s unique platform will bring Advanced TV to life. We can deliver a guaranteed view of an ad that will be consumed by an audience in its entirety. We help advertisers reach the hard-to-reach audience that isn’t watching linear TV. We share MiQ’s view of the future of advanced TV advertising and know that advertisers need a new way for their message to cut through to the consumer. This is only possible with Hoppr’s guaranteed view.” 

Sydney, Australia – Omnichannel supply-side platform OpenX has recently announced the international expansion of TV by OpenX to Australia, France, Germany, Italy, Japan, Spain, and the United Kingdom.

In parallel, OpenX is enhancing TV by OpenX in the US to deliver future-proofed and differentiated data-driven curation to high-quality biddable CTV.

The global expansion of TV by OpenX marks the first step toward transparent, biddable CTV in Australia, France, Germany, Italy, Japan, Spain, and the United Kingdom, allowing buyers to continue to target viewers as they choose to watch CTV.

This expansion is an important step in the TV by OpenX mission to protect the value of broadcaster and publisher inventory while providing transparency, ease of purchase, and incremental reach for buyers.

While the first phase of TV by OpenX focused on transparency, this next step in OpenX’s evolution of programmatic television buying combines future-proofed data-driven curation with high-quality, transparent, biddable CTV in the US.

As brands and agencies continue to invest in scatter to buy closer to campaign activation, TV by OpenX’s US enhancements empower buyers to leverage the largest independent supply-side graph to target audiences across direct CTV inventory. In this next phase of TV by OpenX, data-driven, contextual, attention, and sustainability offerings power the direct activation of curated audiences at scale.

With TV by OpenX, US buyers can choose from any one of OpenX’s 250+ data partners, including Captify, Samba TV, and TVision, to target an audience via CTV inventory using OpenX’s cross-platform identity graph. 

This allows buyers to increase scale and optimise toward their desired campaign outcomes via their preferred DSP. Additionally, TV by OpenX enables political advertisers to reach high-value audiences on direct, premium supply this political cycle by leveraging ACR audiences from Samba TV.

Talking about the expansion, Matt Sattel, SVP of buyer development at OpenX, said, “We’re thrilled to build on the success of TV by OpenX, both in geographical expansion as well as in enhancing the US offering to deliver buyers more data-driven curation options. These innovations, among others, enable us to partner with the most premium CTV publishers and ultimately deliver exceptional results for buyers.”

United States – Popular streaming platform Netflix has announced that they will be launching their in-house adtech platform by 2025, a move that will continue supporting the platform’s ad-supported plan.

For Netflix, this will give advertisers new ways to buy, new insights to leverage, and new ways to measure impact.

Amy Reinhard, president of advertising at Netflix, said, “Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today.”

Moreover, Netflix will also expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.

“We’re being incredibly strategic about how we present ads because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands,” Reinhard added.

The announcement was made during Netflix’s Upfront presentation, where Reinhard walked advertisers through the continued growth and momentum of Netflix’s ad-supported plan, which now has 40 million global monthly active users — up from 5 million a year ago. She also stated that over 40% of all signups in the ads countries now come from the ads plan.

It is worth noting that 70% of Netflix’s ad-supported members watch for more than 10 hours a month — which is 15 percentage points higher than the nearest competitor, according to Nielsen. Netflix members also pay even more attention three hours into watching than they do when they first start. With this, they’re around twice as likely to respond to an ad compared to other streaming services and linear TV.

Bela Bajaria, chief content officer at Netflix, explained, “Our audiences are highly engaged — and by engaged I mean that they are choosing to spend their time watching Netflix. That’s important because engagement is the key to success in streaming. When people watch our shows and movies, they get more value from Netflix, they stick around longer, and they’re more likely to recommend us to their friends. And this matters to all of you because you want to be where the audiences are, too.” 

New York, USA – Global media platform Teads has announced an expanded exclusive global partnership with LG Ad Solutions for CTV native advertising inventory across the Asia-Pacific region. 

The expanded partnership will cover Australia, New Zealand, and the other ten countries in APAC, including Indonesia, Vietnam, the Philippines, Singapore, Malaysia, Thailand, Hong Kong, Japan, Taiwan, and India. 

These new territories will extend Tead’s current exclusive footprint on LG Smart TVs in France and Belgium. Currently the exclusive premium associate for the first touch point on LG TVs in these regions, Teads is advancing the accessibility of high-quality advertiser engagement on the largest screen within households.

In France, Teads and Danone teamed up for Danone’s inaugural CTV campaign as an Olympic Games sponsor, using LG Ad Solutions’ unique CTV Native format. With Teads Studio and detailed data, they reached audiences on different devices, ensuring Danone’s presence in a top-quality, safe environment for brands.

Teads and LG Ad Solutions’ worldwide exclusive agreement adds to their current partnerships in Central and Eastern Europe on LG Smart TVs. This wider coverage lets advertisers use LG Ad Solutions’ Automatic Content Recognition (ACR) technology for better targeting. The seamless integration of ads and precise targeting ensures viewers get relevant experiences while advertisers enjoy improved media performance.

In these regions covered by the expanded partnership, brands can now use LG Ad Solutions’ ACR data to learn about how LG TV users watch shows and ads using privacy-friendly visual and audio recognition tools. Teads can then target particular audiences based on the type of TV consumption (live or streaming), content and ad exposure, and other relevant viewership data.

LG Ad Solutions’ advertising formats create a bridge between linear TV and OTT content consumption on the largest screen in the home, providing prominent brand placement, interactive ad formats, and direct access to advertised content and products.

Furthermore, Teads also collaborates closely with industry-recognised partners like Kantar and Cint (Lucid) to provide thorough and dependable measurement solutions. This gives clients strong insights and performance data, helping them evaluate their campaign effectiveness and make smart decisions.

This partnership with LG Ad Solutions helps Teads reach new CTV audiences and gives brands the chance to use Teads’ holistic omnichannel targeting strategy for precise and effective campaigns across different screens.

Combined with tailored ad formats that further amplify brand storytelling, Teads empowers brands to cut through the clutter and captivate viewers on the biggest screen, thereby maximising engagement and driving measurable results in the ever-evolving digital advertising landscape.

With customised ad formats that enhance brand storytelling, Teads enables brands to stand out and engage viewers on the largest screen, boosting involvement and delivering measurable outcomes in the constantly changing digital advertising world.

Bertrand Quesada, co-founder and co-CEO of Teads, said, “Our expanded partnership with LG Ad Solutions enables brands and agency partners to extend exceptional creative across all screens and further their storytelling with vast audiences. In just less than a year, we’ve already seen tremendous success in France and Belgium as they embrace CTV native advertising to leverage omnichannel strategies. We look forward to our elevated relationship as we deepen our CTV presence globally with a world-class leader.”

Also speaking on the partnership, Serge Matta, president of Global Ad Sales at LG Ad Solutions, commented, “As smart TVs are increasingly becoming the central device of households around the world, we are thrilled to expand our exclusive partnership with Teads in these new regions. We’re eager to further elevate our direct-to-glass strategy and shared mission in partnering with brands to deliver incremental audiences.” 

Meanwhile, Thibaud Rivals, lead media manager at Danone Paris, also shared, “The strategy deployed by Teads enabled us to respond to the challenges of media fragmentation and the new uses of our audiences. We were delighted to have been one of the first companies to test this new CTV screen, through the partnership between Teads and LG Ad Solutions.”