Australia’s Optus Sport has taken its next steps in Broadcast Video On Demand (BVOD) with the selection of Supply Side Platform (SSP) provider Magnite to build out its digital video advertising capabilities. The move will allow brands and agencies to programmatically advertise on the Optus Sport platform in line with other leading BVOD products.
Clive Dickens, Optus VP, TV, Content and Product Development said, “Digital Video Advertising has always been a focus for Optus Sport and we are now well established with a strong core audience of passionate sports lovers, boasting over 870,000 active subscribers, making us the number one sports streaming platform in Australia.”
The BVOD revenue market continues to grow rapidly, and audiences becoming more familiar and comfortable with over-the-top (OTT) live streaming services and adapting the way they consume video content. According to OzTAM data, over-the-top broadcast-video-on-demand (OTT BVOD) services have grown 331% between 2015 and 2020, providing a focal point for Optus’s strategic growth initiatives.
This market growth and trajectory is something James Young, Managing Director of the Australian market for Magnite has seen firsthand.
Speaking of the relationship James said: “We’re excited to partner with Optus Sport as their preferred sell side partner (SSP). Working extensively with Australian broadcasters, we’re well-positioned to provide the Optus Sport’s huge premium audience with a top-notch viewing experience, while providing brands with an excellent branding opportunity alongside premium and engaging programming content.”
Optus has invested in developing the technology, and a specialised team that will bring the platform to life in market, headlined by the appointment of Jimmy Kerr to lead the newly formed Digital Video sales team as National Ad Sales Manager. Kerr joins the Optus Sport team after nearly nine years at Seven West Media where he held a number of senior sales leadership roles, most recently as one of Seven’s Digital Group Sales Managers working on AFL, NFL and the Olympics.
Speaking of his appointment, Kerr said, “I’m thrilled to be joining Optus Sport at such an exciting time for the brand. There truly is nothing like live sport – the excitement it drives and the close connection with fans is something that offers huge impact and value to brands.”
“The team at Optus Sport have been doing a sensational job of bringing world-class football to life in Australia and I’m looking forward to helping evolve that coverage further and ensuring we take brands along with us on that journey.”
For Mr Dickens, Optus Sport’s commitment to producing premium content has established the platform as a leading player in the BVOD landscape. With over 1,189 live matches broadcast annually, resulting in over 3.4 billion streamed minutes consumed in 2020, the platform has established a high-value, consistent and engaged audience that brands can now leverage.
“We’re continuing to focus on providing better advertising capabilities for our advertising partners by working with Magnite, who is a proven performer in the live sport OTT environment,” he said.