TubeMogul recently released the first-ever white paper analysing the growth potential and benefits of programmatic television advertising in Australia. While prior reports offer programmatic TV deep-dives of the U.S. and U.K. regions, this white paper focuses on the nuances of the Australian market with in-depth coverage of one of the last frontiers untouched by buying automation – TV.
The research paper notes that programmatic television will play a key role in targeting audiences across screens and provide more deeply integrated planning options for brand advertisers.
One of the key benefits of programmatic TV discussed in the white paper is the ability to use automation to overlay strategic data sets above and beyond age and gender. Not only does this bring potential commercial benefits to the broadcaster, it also enables brands to leverage data in order to reach key audiences in a more targeted way.
In addition, with competition from new online video streaming services continuing to challenge traditional TV networks, programmatic TV is expected to help TV networks solve some critical pain points including limited audience targeting, undervalued niche TV shows, a complex booking process, and the absence of software that can both plan and buy TV.
While addressable TV has not yet entered the Australian market, it is expected that a number of broadcasters will launch offerings in 2016. Given that Foxtel owns the set-top boxes in their customers’ households, MCN is in a good position to introduce an addressable offering as early as Q1 2016, while Channel 7 is amongst a group of broadcasters also in a position to explore addressable options for their catch-up TV services.
The next five years for television advertising in Australia will be hugely dynamic and we expect to see brands, TV networks, and platform providers all pursue programmatic TV very aggressively.
You can download the full white paper here.