Your Catch-Up TV advertising questions – answered
Catch Up TV can be an incredible platform to promote your business. Think: all the benefits of TV advertising with digital targeting capabilities. As the Catch Up specialists, we know there are a lot of questions about how to book Catch Up TV advertising. We asked Divya Poojary, McKenzie Partners’ Group Media Director, to answer the most common queries.
There is often confusion about what Catch Up TV covers – can you tell us what the service actually is?
Catch Up TV is a video on demand service designed for audiences who miss a program or those who simply want to view programs at their own leisure. This is how it differs from traditional linear TV, which operates on a set schedule.
Catch Up TV covers all of 7plus, 9Now, 10 play, Foxtel Now and SBS On Demand. It’s often called BVOD, which stands for Broadcast Video on Demand.
Catch Up TV works across multiple devices including mobile, tablets, computers and connected TV. Connected TV, also known as Smart TV, essentially refers to TVs that have internet connectivity and video content streaming capabilities – either built in or via a separate device.
Catch Up TV does not include SVOD, which is Subscription Video on Demand. For example, Netflix, Stan, Amazon Prime and Disney Plus.
According to the latest IAB Digital Consumer & Device Report, 8.6 million Australians access content daily on Catch Up TV, which has grown 48% since 2019. Also, BVOD viewing on Connected TV has grown 73% since 2020, according to OzTAM data.
Why do people get different ads when watching the same show on Catch Up TV?
This is because BVOD advertising is bought based on an audience type, unlike traditional linear TV, where we buy spots based on programming/show time.
This gives us the ability to target an individual on all platforms (7plus, 9Now, 10 play, Foxtel Now, SBS On Demand), regardless of what show/program they are watching. This is one of the benefits of Catch Up TV.
How targeted can Catch Up TV advertising get?
Catch Up can be very targeted, so it’s great for businesses. We can use third party data to target a range of segments. This includes age, income, interests, behaviour, lifestyle and location – right down to postcode. If we are able to place a pixel on the website, we can also build retargeting and lookalike audiences from them.
How is Catch Up TV able to be so targeted?
Similar to any digital product, we are able to plug in to multiple datasets to gain the information of the audience we are looking for. This allows BVOD to have data around people’s purchase habits, interests, income levels etc.
In addition, Catch Up TV also requires mandatory sign-ins, where a user is required to input a level of information, including date of birth, email and location, to create a profile and view content. So, in order to watch a show on 10 play, for instance, you need to sign up. This gives us further information about each user.
To book advertising on Catch Up TV, do agencies go direct to the networks – like 7, 9, 10 – or is it done through a central hub?
There are two ways you can buy Catch Up. An agency can either go to each channel – so 7,9, 10 – and buy individually. This is really expensive to do and you cannot maximise on the audience buying potential.
The second way is through a DSP (Demand Side Platform) like The Trade Desk. This allows us to buy and trade deals with all of the channels at a lower cost. It also allows us to provide a more holistic approach for our clients and maximise on the buying potential of the audience through increased reach and frequency. This means you can target more of your ideal audience more regularly, across a range of channels.
Is Catch Up TV advertising expensive? How does it compare price wise to traditional TV advertising?
Catch Up TV is sold based on CPM buy. This essentially means it’s priced at a cost per thousand impressions. Those CPMs are based on buying your target audience, not shows, so it is the most cost-effective way of buying and has less wastage.
This is unlike linear TV where we buy programs and pay for the program spots based on TARPs – Target Audience Rating Points. This is the percentage of a certain demographic that watches a program and is used to price traditional TV advertising.
Of course, there is still a place for traditional TV advertising and it has a purpose in the media mix. For example, traditional TV advertising can be better for an older demographic (65+) or we often use it when targeting regional areas, as buying linear TV in these areas is cheaper. If clients have bigger investments to spend, traditional TV advertising can act as an effective extension for their campaigns. Clients may also want to target or sponsor a particular program, like Survivor or Married at First Sight, so in this case we can offer traditional TV advertising. We always work with clients to find the best solution for their unique audience.
Is Catch Up TV popular?
Hugely – and it is growing. According to the latest IAB Digital Consumer & Device Report, 8.6 million Australians access content daily on Catch Up TV, which has grown 48% since 2019. Also, BVOD viewing on Connected TV has grown 73% since 2020, according to OzTAM data.