tv & bvod & creative
TV and bVOD Advertising
TV advertising remains one of the most powerful advertising methods when building brand awareness and reputation. Whether it’s a national or local campaign, it’s an effective way to reach a mass audience and remains the most trusted advertising medium. Over the past decade with the fragmentation of viewers across the TV Networks, multi-channel stations (such as 7Two, 7Mate, 7Bravo, 7Flix; 9Gem, 9Go, 9Life, 9Rush; 10Peach, 10Bold, Nickelodeon; SBS Viceland, SBS World Movies, SBS Food, SBS World Watch ….) have enabled greater targeting of TV audiences with less audience wastage. Lots of SME’s across Australia find that well planned and placed TV campaigns deliver the best return on investment in their marketing mix.
Total TV + BVOD reach weekly over 18 million Australians
TV Advertising
Free-to-air content continues to play a vital role in Australians’ viewing habits as the leading source of video consumption, accounting for 12 hours 20 minutes per week. This comprises 9 hours 55 minutes of live content (broadcast and streaming, the preferred ways to watch free-to-air) and 2 hours 25 minutes of on-demand and catch-up.
The main commercial TV networks are: Seven Network, Nine Network, Paramount (Ten) Network, SBS Network, Prime (7) Television, WIN (9) Television, SCA (10) Television.
The most common format ad length for TV tends to be 15 and 30 seconds.
You can advertise on linear TV by buying airtime or programme sponsorship/partnerships which can be bought by TV markets and audiences. For linear audiences we work to traditional audiences such as gender, age, and socio-demographics.
TV pricing can be dictated by supply and demand so can fluctuate at different times of the year. TV remains a very cost-effective media platform. Your TV ad needs to be cleared by ClearAds before it can be aired.
Broadcast Video on Demand (BVOD) Advertising
Broadcast Video on Demand (BVOD) advertising is aired through on-demand services that are made available by TV broadcasters such as SBS OnDemand, TenPlay, 9Now and 7Plus. Adverts are shown on smart TVs, PCs and mobile devices. BVOD advertising can be targeted and respected broadcasters ensure that no inappropriate or offensive content tarnishes a brand’s image.
- Every week Australians watch over 25 million hours of BVOD content
- BVOD accounts for around 20% of Australians' TV viewing
- Most homes in Australia have a TV connected to the internet
- Around 70% of BVOD is viewed on connected TV’s
With regards to BVOD planning and buying, it is based on impressions and CPM (cost per thousand). You can plan based on some of the following criteria:
- Audience by gender
- Broad TV regions or locations as specific as by postcode
- Demographic (socio, age etc)
- Interests
- Genres e.g. Home & Lifestyle, Entertainment, Sport
Currently the main commercial broadcast supplier has the following registered users:
- 7Plus has over 13.5 million registered users
- 9Now has 20 million registered users
- 10Play has over 7 million registered users
- SBS OnDemand has over 12 million registered users
TV Creative, Design and CAD approval
Whilst TV is a great advertising platform, brands often underestimate the creative assets and timescales required to get an Ad approved to go on air. A TV commercial gives you an opportunity to get creative and deliver a powerful and unique message to your target audience. The decision is whether your message is one of branding, a call to action or a mix of both.
At Media Brokers Australia we will connect you with trusted suppliers for Ad creation, approval of TV assets and material delivery to the TV Networks. The governing body for TV adverts is ClearAds (CAD). They must approve copy before its able to go live. CAD approval can take from a few hours to a few days. MBA can help you by working in the background with your creative suppliers and liaising with the television networks on your material instructions to speed up the entire process and get you on air with less hassle.
