In this guest post, Samsung Ads’ GM Alex Spurzem (main photo), takes up the tricky task of crystal balling Australia’s TV landscape…

Australia’s consumption of online subscription services surpassed that of free-to-air television for the first time last year. Smart TVs have opened up a new way for audiences to discover content and choose how they want to watch. Advertisers can leverage the huge growth in streaming content as an innovative, consumer-friendly way to reach the right audiences as the outdated cookie fades away

The TV set has always been the ally of advertisers looking for a brand-safe environment and the ability to land their message on the biggest screen in the home. However, reaching consumers on their TVs is no longer as simple as it once was for advertisers due to audiences fragmenting across linear channels, streaming and over the top services, including Broadcaster VoD (BVOD) and gaming

Connected TV or Smart TV sets received a boost during the pandemic with global usage rising by 37 per cent between Q4 20 – Q4 21, but take-up was on an upwards trend anyway. In 2021 for the first time more than half of internet users aged 16 – 64 owned a Smart TV (eMarketer). Smart TV penetration in Australia stands at 44 per cent.

In terms of how this has impacted viewing behaviours, research conducted by the Social Research Centre found that 62 per cent of Australian adults reported watching screen content on an online subscription service in 2021, compared to 60 per cent in 2020, while 58 per cent said they viewed linear commercial free-to-air television at some point in 2021, down from 61 per cent in the previous year.

Advertisers looking to reach viewers on their TV must therefore account for these changing habits. They need to understand where their audiences are and they need to make sure they can meet them there. Connected TV is one of the fastest growing mediums and it’s not surprising that 80 per cent of advertisers are looking to boost ad spend across CTV this year.

More TV, more opportunity

The great news is that our TV viewing time is only going up. Data from Samsung Ads Australia has revealed that pre-lockdown, Australian audiences were streaming on Samsung TVs for an average of two hours and seven minutes per day. That figure grew 33 per cent to two hours and 50 minutes during the lockdown period between July to October 2021.

The time spent watching linear grew by nine per cent during the same period, to an average daily viewing time of one hour and 32 minutes. However, only eight per cent of Samsung’s total TV universe in Australia are exclusive linear watchers, compared to 23 per cent which are exclusively streamers.

This means that campaigns planned solely on linear TV may be missing out on a sizable and growing heavy-streaming audience. Advertisers should be adjusting their plan to reach viewers where they are.

Privacy first and first-party 

As advertisers grapple with the evolving digital landscape, changing consumer behaviours and the impending removal of the third-party cookie they are extremely conscious that it’s time for a reset in regard to consumer privacy.

The Office of the Australian Information Commissioner published its last country-wide survey on privacy attitudes in September 2020 and it shows data privacy a growing concern for 83 per cent of Australians; 59 per cent reported a problem with how their data was used with receiving unwanted marketing communications high on the list.

The removal of third-party cookies from the advertiser’s toolbox is an opportunity to explore new ways of targeting and marketing that might not erode consumer trust in the same way. CTV is one option that doesn’t need to rely on behavioural third-party data or cookies for identifying and reaching relevant audiences.

It’s a self-contained ecosystem and the data used for targeting is deterministic, and based on what audiences are watching on their devices. As CTV is coming of age in a privacy focused environment, it doesn’t carry the same legacy difficulties found in web based advertising.

Samsung Ads specifically uses device-level and viewership data from CTVs, rather than personal data. We gather insights using proprietary Automatic Content Recognition (ACR) technology. This de-identified device-level data collected from Smart TVs helps to better understand the content being consumed behind the TV screen.

It can provide insights such as whether or not a streaming device is plugged in, if a game console is connected and details on the age of the TV or what size it is.

The technology is a win-win. Privacy concerns are allayed because when a viewer sets up their TV, they are given the option to opt in and share their data in a clear and obvious way. Advertisers and publishers avoid criticism for misusing a viewer’s data, yet they will be able to access highly useful information about how household viewers engage with their content.

New habits, new needs, new practices.

The total audience and time spent viewing for CTV streaming grew throughout the pandemic and beyond. It offers huge potential for advertisers and agencies to reach new audiences in ways that enhance, rather than aggravate, the consumer experience.

Publishers can deliver smart recommendations based on viewing history to help people navigate their way through the huge amount of programming choice on offer, while advertisers will be able to develop and deliver campaigns that are much more relevant to their target audience. A richer viewing experience is so much more likely to drive a desired action than a potentially unsettling and uninvited cookie-led interaction.

Advertisers who prioritise a balanced media buy in a brand safe space that respects user privacy will be set to gain first mover advantage when the cookie-less world finally arrives. That’s for certain.