Original article by Roy Morgan
Market Research Update – Page: Online : 28-Aug-18
New research from Roy Morgan shows that over nine million Australians are already using the devices and services that addressable TV advertising technology requires, like smart TVs and streaming devices. However, broadcasters are only just starting to mature their own technologies and data stacks to be able to leverage connected devices such as smart TVs, streaming and set-top boxes to deliver personalised advertising. The services Australians already watch and that have the potential to deliver addressable TV today include Foxtel, Foxtel Now, Foxtel on Demand, Fetch, Google Play, 9Now, SBS on Demand, TENplay and 7Plus. Additional services that have the potential to deliver addressable TV but due to business decisions do not currently carry advertising and are watched by over 14.5 million Australians include Netflix, Stan, ABC iView, Quickflix, Ozflix, Bigpond movies, Dendy Direct, iTunes, Sports streaming, YouTube Premium and Amazon Prime Video. Roy Morgan CEO Michele Levine says the increasingly fast rate at which Australians adopt a multitude of new technologies does give great hope to traditional broadcasters developing addressable TV as a viable competitor to newer digital-centred services. Australians have shown an increasing willingness to try out new technologies and all the evidence from the marketplace shows that if done correctly addressable TV can be a formidable step forward for traditional broadcasters.
ROY MORGAN LIMITED