Advertisers are still to catch up with connected TV’s potential, says IAB Australia

September 4, 2017 9:53

Australian advertisers are being presented with a new range of opportunities as connected TVs and over-the-top application drive an explosion in inventory, the Interactive Advertising Bureau claims in its latest white paper.

In its Connected TV: The New Era of Television whitepaper, the IAB found nearly 35% of TV networks’ inventory was available to online services which are being viewed by 82% of Australians.

The paper found smart TVs are declining as a proportion of the market, making up 26% of devices in March 2017 as opposed to 42% at the beginning of 2016. Of the rest of the market, OTT devices such as Apple TV and Google Chrome made up 68% and gaming consoles at 6%.

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Paul Wallbank

Paul Wallbank was news editor at Mumbrella between June 2017 and June 2019. Previously he's covered business and technology issues for outlets ranging from The Australian and Sydney Morning Herald to the ABC and Business Spectator.

Topics

connected TV IAB OTT Vijay Solanki

1 COMMENTS

OTT enthusiast 4 Sep 17

Be interesting to see how 9 are handling this platform, not a great history around monetizing video here – the amount of non-targeted back to back ads I get is insane, and then those that invite you to click but you can’t – seems relatively diluted

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