What audio can learn from connected TV
Magnite’s Nikola Small explores how audio is entering a pivotal moment similar to CTV’s early evolution.
Nikola Small - author
Australia has long been one of the most progressive and mature markets for premium video advertising. From the early days of BVOD to the rapid rise of ad-supported tiers on global streamers, the CTV ecosystem in ANZ has evolved from experimentation to a mainstream, data-driven, programmatic environment built on addressability, quality, and transparency.
Audio is now approaching a similar tipping point. It has already become a cornerstone of omnichannel campaigns. As with CTV’s early evolution, programmatic audio is finding its stride through better technology, premium inventory and the growing recognition that listener attention is among advertising’s most valuable opportunities.
The operational similarities between the channels are striking. Both rely on addressable audiences, premium inventory, and programmatic deals such as private marketplace (PMP) and programmatic-guaranteed (PG) deals to deliver quality and control at scale.
