Data collaboration will drive CTV growth this year
LiveRamp’s COO, Melanie Hoptman on why 2022 will be the year of CTV for Australia.
TV remains a place where Australian eyes are fixed. In 2021 alone, total national TV viewership increased dramatically in the 12 months to 31 December, generating $4.1 billion in ad revenue for the year. The biggest growth area was Connected TV, or CTV.
Broadcast Video on Demand (BVOD) saw almost exponential revenue growth of 63.4% in the last six months of 2021, bringing revenue to $218 million and indicating fast-growing recognition among advertisers of our hearty appetites for high quality, long form broadcast content that can be consumed at our discretion.
When it comes to Australian broadcasting, 2022 will be the year of CTV. CTV’s rise will also correspond to ramped-up data collaboration among broadcasters, as they shift revenues from linear to digital and look to unlock all that it holds with increased addressable scale.
