Introduction

As a video production company specialising in innovative content solutions, we’ve witnessed firsthand how the Australian media landscape is changing rapidly. More households are shifting away from traditional TV services toward streaming platforms, and Connected TV (CTV) advertising has emerged as a powerful channel for Australian brands looking to reach highly targeted audiences in a premium environment.

This shift is creating growing demand for specialised CTV video content that combines the impact of traditional TV commercials with the precision targeting of digital marketing. For Australian businesses that previously considered TV advertising out of reach due to cost barriers, CTV presents an exciting opportunity to get your brand on the big screen in consumers’ living rooms—with significantly better targeting and ROI measurement capabilities.

Understanding the CTV Landscape: What You Need to Know

What Exactly is CTV Advertising?

From our experience working with numerous clients, we define CTV advertising as “all the cleverness of digital advertising—the fact that it can be nailed down to the demographic, the geography, and the interests of a person—but it appears like a traditional TV ad.”

In essence, CTV advertising delivers video ads through internet-connected TVs and streaming devices, including:

• Smart TVs with built-in streaming capabilities
• Streaming devices (Apple TV, Chromecast, Amazon Fire TV)
• Gaming consoles connected to the internet
• Any television that connects to streaming services like Netflix, Stan, or Binge

The proliferation of smart TVs in Australian homes has been remarkable. In our industry, we’ve observed that “basically every TV that’s manufactured now and has been for a few years is a smart TV.” This extensive market penetration creates unprecedented opportunities for Australian advertisers to reach audiences in their living rooms with highly targeted messaging.

How CTV Differs from Traditional TV Advertising

Traditional TV advertising follows what we call a “spray and pray” approach—broadcasting the same message to everyone watching a particular program, regardless of their interests or demographics. CTV flips this model by allowing advertisers to:

1. Target specific audiences: Deliver ads only to viewers who match specific demographic, geographic, and interest-based criteria
2. Create personalised messaging: Develop variations of ads that speak directly to different audience segments
3. Track performance precisely: Measure engagement, conversions, and ROI with digital-level precision
4. Implement retargeting strategies: Connect CTV advertising with other digital touchpoints across devices

From our work with clients, we’ve observed that “if you had a TV ad that would play to tens of thousands or hundreds of thousands of people hoping to get one or two engagements from interested people, the ratios drop dramatically with CTV because you can speak directly to an audience that you know is interested.”

The Benefits of CTV Advertising for Businesses

Lower Cost of Entry

One of the most significant advantages of CTV advertising is its accessibility for businesses that previously couldn’t afford traditional TV campaigns. Based on our experience producing content for both traditional and CTV platforms, we’ve found that with CTV:

• No massive media buys required
• Flexible budget options
• Better targeting means less wasted spend
• Higher engagement rates from interested audiences

We see this as providing a “lower cost of entry to get in the mix and be on someone’s telly in the first place, but then a higher level of engagement from that audience too.”

Precision Targeting

CTV allows for sophisticated audience targeting similar to other digital channels:

• Demographics (age, gender, income)
• Geographic location (down to specific Australian suburbs)
• Interests and behaviors
• Previous brand interactions

In our CTV productions, this targeting capability allows us to “speak specifically to someone who we know is a male in their mid-40s in a particular suburb with particular interests.” This level of targeting means we can create “really bespoke, really focused and targeted messaging that will speak directly to the audience where they are and what their interests are.”

Enhanced Measurement and Attribution

Unlike traditional TV advertising, where attribution is challenging, CTV provides clear metrics:

• View completion rates
• Website visits
• Online conversions
• In-store visits (in some cases)
• True ROI measurement

For our e-commerce clients, we’ve seen that they can track “how many items you sold on your platform off the back of [an ad]” with accurate attribution—something that was never possible with traditional TV advertising.

Ecosystem Integration

Our CTV advertising productions don’t exist in isolation—they’re part of a connected marketing ecosystem:

“Because it’s connected to an ecosystem, if it’s a YouTube ad, it’s in the Google ecosystem. So that means that if you’re on your smartphone and you’re looking at a particular product and you’re retargeted to then see an ad about it on your TV at home, this is creating these incredible opportunities for really bespoke and relevant advertising.”

We’ve seen firsthand how this integration drives better results for our clients, creating a seamless experience across multiple devices.

Production Strategies for High-Performance CTV Content

Audience-Aware Creative Approaches

As a video production company, we’ve found that the most successful CTV advertising content is built with a deep understanding of the specific audience segments being targeted:

“The creative approach just simply has to be very audience aware because we now know who’s watching our ads more than we would have if we were making a TV ad that everyone would see.”

This awareness informs every aspect of our creative process, including:

• Visual style and aesthetics
• Casting choices
• Settings and scenarios
• Humor and storytelling approaches
• Pain points addressed

Creating Variations That Speak to Different Audiences

One of our specialties is creating multiple versions of ads that speak to different audience segments:

“Where one ad traditionally would be one piece of creative that’s delivered in roughly one way with one pretty strict set of messaging, that same piece of creative can now be delivered in a huge number of different variations to speak more specifically to a geography, an age group, an interest group, a socioeconomic group.”

This doesn’t necessarily mean creating entirely different ads for each segment. Instead, we use a modular approach: “You can create one ad campaign with 20 bespoke messaging groups that go to those particular pain points in those particular audience groups.”

Production Management for Multiple Deliverables

Creating multiple variations of an ad requires careful planning and management. At ANGRYchair our company, we’ve developed “a bespoke system to understand what the variations are, what the deliverables are, who the audience is, and how they vary.”

This systematic approach ensures consistency across variations while allowing for the targeted customisation that makes CTV advertising so effective. Our production workflow is specifically designed to handle these multiple deliverables efficiently without compromising quality.

Technical Considerations for CTV Content

Platform Specifications

When we produce CTV content, we account for technical specifications that vary depending on the platform:

“Like making any content for any platform, you need to be aware of what the outputs are…and what they need to be doing. It depends a little bit on what platform it’s going to. Some will have very specific requirements about codecs and bit rates and pixels and things like that as well as lengths.”

For the most part, we approach these requirements similarly to YouTube ad specifications, with careful attention to:

• Resolution requirements
• Aspect ratios
• File formats and codecs
• Bit rates and file sizes
• Ad length specifications

Quality Control and Delivery

For high-quality CTV content delivery, ensure:

1. Proper compression for streaming
2. Optimal audio levels
3. Clear text and visuals on various screen sizes
4. Smooth transitions between scenes
5. Compliance with platform-specific requirements

How We Help Australian Brands Create Effective CTV Campaigns

What We Need from You for Effective CTV Production

To create effective CTV advertising for the Australian market, we recommend our clients provide:

1. Clear audience segmentation: Detailed information about each audience group you’re targeting
2. Specific pain points: How each segment’s needs and challenges differ
3. Brand identity guidelines: Ensuring consistent representation across variations
4. Reference video content: Examples that inspire the creative direction
5. Key messages: The core points you want to communicate to each segment

“In any video production, we need a handful of things including things like who the audience is, where the content’s playing, what the key messages and key visuals are, what the brand identity is.” For CTV specifically, “We need to dig deeper into the individual audience segments… and then really best understanding what the pain points are for each of these groups. What are we trying to say to them that’s different from the segment that’s next to them?”

Our Collaborative Approach

For the best results, our production process involves close collaboration between:

• Your marketing team (defining strategy and audience segments)
• Our video production experts (creating compelling visual content)
• Digital marketing specialists (for platform-specific insights)

While we don’t typically work directly with media buying agencies, we emphasisze the importance of working with marketers who understand audience segmentation and platform requirements. Our role is to bring your strategic vision to life through high-quality video content that resonates with each target segment.

Getting Started with CTV Advertising

Our Approach to Your CTV Project

When you work with us on a CTV advertising project, we start by assessing your audience strategy to ensure:

• You have clearly defined audience personas
• We understand the specific pain points for each segment
• We know which platforms your audiences use
• There are clear goals for your CTV campaign

As we tell our clients, “The main thing is to already have an existing pretty clear idea of your personas and strategy in place to understand that this is part of a targeted segmented campaign.”

Why Choose Us as Your Production Partner

Our team:

1. Understands the unique requirements of CTV advertising
2. Has extensive experience creating multiple variations from core creative
3. Can manage the technical specifications for different platforms
4. Has developed systems specifically to manage multiple deliverables efficiently

Our Strategic Production Process

When you work with us, we develop a comprehensive CTV advertising approach that includes:

• Identifying key audience segments to target
• Crafting core messaging and variations for each segment
• Managing technical specifications for your chosen platforms
• Recommending measurement approaches to track performance
• Helping you maximisze your budget across segments and platforms

Conclusion

As an Australian video production company specialising in CTV content, we’re excited about the unprecedented opportunities this medium offers. CTV advertising allows Australian businesses to deliver television-quality ads to highly specific audiences at a fraction of the cost of traditional TV campaigns.

Our expertise in video productionthis medium allows us to create compelling content that resonates with your target audiences and drives measurable results. The key to our approach is combining strategic audience targeting with creative content that speaks directly to each segment’s needs and interests. This approach allows us to “create really beautiful TV ads on TVs in people’s homes that complement your already strategic approach to targeted marketing.”

For Australian businesses looking to expand their reach while maintaining precise audience targeting, CTV advertising represents a powerful addition to your marketing mix. With lower costs, better measurement capabilities, and the impact of high-quality video content delivered into living rooms across the country, it’s an opportunity worth exploring.

Ready to discover how CTV advertising can work for your Australian business? Contact us today to discuss how we can help you create high-performance CTV content that reaches your ideal customers where they’re already watching.