Telaria, Inc., the world’s largest independent sell-side advertising platform, has announced a collaboration with New Zealand’s TVNZ and MediaWorks to offer new opportunities to advertisers looking to reach digital viewers beyond linear TV. For the first time in New Zealand, advertisers will be able to buy live stream ads across both free-to-air broadcasters programmatically.
Broadcast Video on Demand (BVOD) has seen significant growth in recent months, with Nielsen reporting 1.3 million people in New Zealand accessing BVOD services every week and audiences in Australia up 43 percent year on year. Live viewing represents one third of all BVOD in Australia. These numbers demonstrate that consumers don’t wish to be limited to linear scheduling and having an internet connection is changing the market.
The opportunity for broadcasters to offer advertisers more choice is the next evolution of this trend, with research finding that combining BVOD with linear TV can double the sales when compared with linear TV and social media. The benefits of 100 percent viewability and high completion rates are another attraction for advertisers.
Yael Milbank, GM, New Zealand at Telaria said: “This is an exciting new premium video opportunity that allows advertisers to be around fantastic content in a brand safe environment. This new supply will bolster the already fantastic scale brands have to reach almost all types of consumers across the country. We’re proud to be able to enhance our reputation across both TVNZ and MediaWorks as the primary source of programmatic video in NZ.”
Broadcast advertising within live streams have been available for a few years, but now advertisers will be able to target viewers dynamically for the first time. The hope is that this move will help to grow the scale of local premium video supply in the New Zealand market.
Jodi O’Donnell, Commercial Director at TVNZ said: “The ability to launch a new service that connects programmatic advertisers seeking addressable audiences to the TVNZ live streaming audience on mobile apps, PC-web, and selected big screen and CTV devices is a major evolution for the local market. Supplying the largest live streaming TV audience in New Zealand across TVNZ-1, 2 and Duke with the audience targeting and trading parameters that programmatic buyers want, is a testament to the Telaria TVNZ collaboration.”
Melanie Gielen, Head of Digital Ad Operations and Data Monetisation at MediaWorks said: “As addressable advertising continues to grow globally, we’re excited to offer dynamic ad insertion for ThreeNow Livestream, available on much loved Three programming such as; Married at First Sight, The Block NZ, Newshub, The Project and much more. DAI offers advertisers an intelligent solution to efficiently maximize exposure to desired audiences in a premium brand safe environment for livestream and on-demand content. We are delighted to add Livestream DAI to the MediaWorks digital portfolio and collaborate with Telaria to provide innovative solutions to programmatic buyers.”