"The overall video market is obviously going through exponential growth, and a lot of that's being driven, obviously, by YouTube and social video. But the benefit we provide to the broader VOD and SVOD markets is the quality of the content. The content on our platforms is in super premium environments, and that's where advertisers want to be."
Video advertising in Australia shows strong momentum, with VOD spending growing 18.3% year-on-year and video now representing 29% of all digital ad spend. Foxtel's executive director of advanced advertising discusses how programmatic democratizes opportunities for live sports advertising across platforms like Kayo Sports, BINGE, and Foxtel Go. However, broadcasters face a critical challenge: innovating ad products while protecting audience experience. Recent backlash against ITV's placement of ads before rugby scrums demonstrates viewer sensitivity to intrusive advertising. Foxtel addresses this tension through A/B testing and careful product development, ensuring viewer satisfaction remains central to ad innovation strategy.
#programmatic-advertising #live-sports-broadcasting #video-on-demand #audience-experience #ad-innovation
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