Connected TV (CTV) is no longer just for big-budget national brands like Coles or Qantas. For Brisbane business owners, it represents a powerful way to combine the prestige of television advertising with the precision of digital targeting, ensuring your message reaches local households on their own terms.
Why CTV Matters for Your Business
In Australia, over 9 million people watch CTV content daily via apps like 7plus, 9Now, 10 play, SBS On Demand, and YouTube. Unlike traditional linear TV, CTV allows you to target specific postcodes, interests, and demographics, ensuring you aren't wasting your budget on viewers outside your service area.---
Prerequisites: What You’ll Need
Before you dive in, ensure you have the following ready:- High-quality video creative: Ideally 15 or 30 seconds in length (1080p or 4K).
- Defined Budget: CTV is typically bought on a CPM (cost per thousand impressions) basis.
- A Google Ads or Demand Side Platform (DSP) account: Such as Display & Video 360 or a specialized CTV platform.
- Website Tracking: Ensure your Google Tag Manager or GA4 is set up to track 'view-through' conversions.
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Step 1: Define Your Local Objectives
Before choosing a platform, decide what success looks like. Are you a local real estate agency looking to build brand authority in New Farm, or a solar installer wanting to generate leads across South East Queensland? CTV is primarily an awareness and consideration tool. While you can't 'click' a TV screen, you can track how many people visited your site after seeing the ad.Step 2: Identify Your Target Audience
This is where CTV beats traditional TV. In Australia, you can target by:- Geography: Target specific Brisbane postcodes (e.g., 4000, 4101) or a radius around your business.
- Demographics: Age, gender, and household income.
- Interests: Targeting viewers based on the types of shows they watch (e.g., lifestyle, sports, or news).
Step 3: Choose Your Inventory Sources
In Australia, CTV inventory is split into two main buckets:- BVOD (Broadcaster Video on Demand): This includes the big networks (7plus, 9Now, 10 play, SBS On Demand). These are 'brand safe' and high quality.
- AVOD & SVOD (Ad-supported Video on Demand): This includes platforms like YouTube on TV, Samsung TV Plus, and now ad-supported tiers of Netflix and BINGE.
Step 4: Develop Your Creative Assets
Your ad needs to look professional. On a 65-inch 4K TV, a low-resolution video will make your business look amateur.- Screenshot Description: You should see a high-definition video file (MP4) with a 16:9 aspect ratio. The audio levels should be balanced, and the first 3 seconds should clearly show your logo.
Pro Tip: Include a QR code on-screen for the last 5-10 seconds. This allows viewers to scan and visit your website immediately, bridging the gap between the TV and their phone.
Step 5: Select a Buying Method
You have three main ways to buy CTV in Australia:- Directly with Networks: Contacting Seven or Nine directly (best for large budgets).
- Programmatic (Google Ads): Using 'Video Campaigns' in Google Ads and selecting 'TV Screens' as the device.
- Managed Service: Partnering with an agency like Local Marketing Group to handle the placement and optimisations for you.
Step 6: Set Your Budget and Bidding
CTV usually requires a slightly higher minimum spend than a standard Facebook ad because the quality of the 'impression' is higher. Expect to pay between $30 and $60 per 1,000 views (CPM). Start with a modest daily budget to test which networks or time slots perform best for your Brisbane audience.Step 7: Set Up Frequency Capping
One of the biggest mistakes in CTV is 'over-serving'. You don't want the same household seeing your ad 10 times in one night during a footy match. Set a frequency cap of 2-3 exposures per week per user to keep your brand fresh without being annoying.Step 8: Implement Tracking and Attribution
Since you can't click a TV, use 'View-Through Conversions'. If a user watches your ad on their smart TV and later searches for your business on their phone and converts, Google Ads can often link those two events. Also, monitor your 'Direct' and 'Organic Search' traffic in GA4 for spikes during your campaign period.Step 9: Launch and Monitor
Once your campaign is live, check your reports after 48 hours.- Screenshot Description: You should see a dashboard showing 'Impressions', 'Completion Rate' (how many people watched the whole ad), and 'Device Type'. You want to see a completion rate of 90% or higher for CTV.
Step 10: Optimise Based on Performance
If your completion rate is low, your creative might be boring. If you aren't seeing a lift in website traffic, your targeting might be too broad. Adjust your postcode targeting or try different show genres to find where your Brisbane customers are hiding.---
Common Mistakes to Avoid
- Ignoring the 'Big Screen' Context: Don't just reuse a vertical TikTok ad. It will look terrible on a horizontal TV.
- No Clear Call to Action (CTA): Viewers need to be told what to do. "Visit our showroom in Fortitude Valley" or "Search for [Brand Name] online."
- Forgetting Audio: Many people 'watch' TV while looking at their phones. Your audio must carry the message even if they aren't looking at the screen.
Troubleshooting Common Issues
- My ad isn't spending its budget: This usually happens if your targeting is too narrow (e.g., trying to target only people interested in 'vintage stamps' in one specific street in Ascot). Broaden your geographic or interest targeting.
- The video looks blurry: Check your export settings. CTV requires a high bitrate and at least 1080p resolution.
- Low Completion Rates: If people are skipping or turning off, your intro isn't engaging. Move your most important message to the first 5 seconds.
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