Discoverability is TV’s new battleground
Luke Carmichael, head of advertiser partnerships at Samsung Ads Australia explains why discoverability is now one of the most important elements for content providers.
There has never been so much TV content readily available across multiple services and growing viewership is no longer a case of ‘build it and they will come’. Brands and content providers who are battling for attention on the biggest screen in the household must shift their focus towards discoverability.
There is no doubt that the pandemic changed how Australians watch TV. 8.6 million Australians now access content via a smart device every day. We’re not alone in thinking this, as Seven recently confirmed CTV is the most underutilised platform in Australia. As content multiplies, the battle for attention on the largest screen in the home is heating up.
However, the golden age of TV and the proliferation of choice comes with a downside for the end consumer; they’re overwhelmed by the abundance of choice. A study commissioned by NOW showed that people will spend 100 days of their lives deciding what to watch and 49% of people take so long to decide that they end up watching nothing at all.
