Switch Digital’s Connected TV (CTV) platform EngageTV, which launched in September last year, has launched an Internet Streaming TV buying network targeted to regional markets.
The platform has already been rolled out in Shepparton, Bendigo and Ballarat.
The new platform will give local businesses the ability to target specific audiences and individual postcodes with their advertising.
Switch Digital CEO Lee Stephens said: “The latest PWC media forecasts point to CTV having around 30% of the TV advertising pie by 2025, which is a huge transformation in the advertising landscape. The migration to Internet delivered TV is also a significant driver of regional TV viewing. EngageTV empowers regional businesses to target their own towns and their local customers whether they are farmers, miners, retirees or work in town.
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“Significantly, in partnership with Ads on Tap, our platform will give regional Australian businesses the opportunity to access TV as an affordable and accountable medium, whereas previously for many, TV has been out of reach.”
Ads on Tap CEO Chris Edis commented: “The launch of the platform comes at a time of significant disruption to linear regional TV with affiliate arrangements chopping and changing. The need to provide a simpler, more flexible and affordable TV buying option for local businesses has never been greater.”
The advertising is being sold on the basis of completed views, with an introductory offer of 10,000 completed views for $1500.
Last week, EngageTV hired Mark Shaw as director of strategy and commercial partnerships.