How to Integrate CTV/OTT with Digital Campaigns in Australia

The way Australians consume content is evolving — and fast.

Gone are the days when television was the only screen commanding attention. Today, Connected TV (CTV) and Over-The-Top (OTT) platforms have become mainstream, offering brands a powerful new way to reach audiences who stream content across devices.

According to IAB Australia’s 2025 Digital Advertising Landscape Report, over 80% of Australian households now have at least one Connected TV device, and digital video accounts for a growing share of total ad spend. This reflects a major shift in how audiences engage with long-form video content.

From popular streaming platforms like Netflix, Disney+, and Stan to free ad-supported networks such as 9Now, 7plus, and SBS On Demand, Australians are spending more time than ever consuming streaming media.

For marketers, this creates a golden opportunity to combine the storytelling power of television with the data-driven precision and measurability of digital advertising.
Reports from ThinkTV Australia show that advertisers leveraging both broadcast and Connected TV inventory can achieve up to 20% incremental reach compared to TV-only campaigns.

In this guide, we’ll explore what CTV and OTT advertising mean, why they matter, and how you can seamlessly integrate them into your digital campaigns for maximum impact.

Understanding CTV and OTT Advertising 📺

Before strategy, clarifying terminology is key: CTV (Connected TV) is the device (Smart TV, Apple TV, gaming console), while OTT (Over-The-Top) is the content delivery method (video streamed over the internet, bypassing traditional cable).

Australian OTT Landscape Examples

The Strategic Imperative: Integrating CTV/OTT with Digital Campaigns

The rise of streaming—with over 80% of Australian households owning a CTV device—necessitates integrating this channel. CTV/OTT offers the storytelling impact of TV combined with the precision and measurability of digital.

Key Advantages of Omnichannel Integration

Integrating CTV/OTT into your digital ecosystem provides layered benefits:

• a. Unified Audience Reach:

  • Reach Cord-Cutters: Access viewers who have abandoned traditional linear TV.

  • Engage Multi-Screen Users: Seamlessly follow users who switch between their big-screen CTV and their mobile/desktop devices throughout the day.

• b. Data-Driven Targeting: Programmatic CTV offers superior granularity compared to panel-based traditional TV buys:

  • Household Segmentation: Target based on detailed attributes like Household Income or Life Stage (e.g., households with young children).

  • Behavioral Targeting: Segment by specific viewing behaviour (e.g., users who frequently watch cooking shows or action genres) or other online interests.

  • Geo-Precision: Target down to the postcode or suburb level in metropolitan areas.

• c. Cross-Channel Measurement: The digital nature of CTV allows marketers to close the loop:

  • Exposure to Action: Track users who saw an ad on their big screen and subsequently performed an action (website visit, search, app download) on their mobile or desktop.

• d. Enhanced Storytelling (Video Sequencing): Utilize the channel's impact for narrative flow:

  • Top-of-Funnel (Awareness): Run full 30-second brand stories on CTV for high impact.

  • Mid/Bottom-of-Funnel (Conversion): Retarget the exposed audience with shorter, direct response (DR) ads on social media or YouTube.

• e. Premium, Brand-Safe Environment: Ads run alongside professionally produced, high-quality content, ensuring a safer context and commanding high viewer attention.

How to Integrate CTV/OTT into Digital Campaigns

A successful integration requires a strategic, step-by-step approach utilizing the capabilities of the programmatic ecosystem.

Step-by-Step Omnichannel Strategy

Leading CTV/OTT Platforms in Australia

The Australian landscape offers a strong mix of local broadcasters and global streaming giants, providing diverse inventory for programmatic ad buys.

Creative Best Practices for CTV/OTT

Because the CTV/OTT viewing experience is "lean-back" (viewers can't click), creative strategy must prioritize attention, emotion, and memorability over direct response.

Measuring Success in CTV/OTT Campaigns

CTV metrics are now highly measurable, moving far beyond traditional gross ratings points (GRPs) to focus on digital attribution.

Key Metrics for ROI Assessment:

• Completion Rate: The most critical metric. High completion rates (often 90%+) confirm the ad was watched in a high-attention environment.

• Cost per Completed View (CPCV): The efficiency of spend, calculated by dividing campaign cost by total completed ad plays.

• Incremental Reach: Measures the unique audience reached beyond those reached by your existing digital and linear TV campaigns.

• Cross-Device Conversions: The ultimate measure of attribution. It tracks users who saw the ad on their CTV and later converted (e.g., signed up, purchased) on their mobile or desktop device.

Advanced platforms like InnovidXP, DoubleVerify, and TVSquared are essential for achieving multi-screen attribution and verifying ad impressions.

The Future of CTV and OTT in Australia 🚀

CTV and OTT will solidify their position as essential pillars of digital strategy, driven by major technological innovations:

Emerging Trends Shaping the Market:

• AI-Driven Media Buying: AI will manage budgets and optimize bids in real-time, focusing on the combination of inventory, audience, and context most likely to result in a cross-device conversion.

• Shoppable CTV Ads: Integration of QR codes or immediate on-screen prompts that link directly to an eCommerce checkout when the viewer scans the screen with their phone.

• Voice-Activated TV Ads: Ads integrated with smart assistants, allowing listeners to respond via voice commands (e.g., "Add that to my list" or "Tell me more").

• Dynamic Product Placement (DPP): AI-powered insertion of products seamlessly into streaming content after the show has been produced, ensuring maximum contextual relevance for the viewer.

Your Next Step: Mastering CTV/OTT Integration 🎬

The transition from broadcast to streaming demands a modern, data-centric strategy that treats CTV as a digital channel, not just a TV screen.

Are you maximizing the power of video storytelling with the precision of programmatic data?

Undivided Digital Marketing Agency specializes in building full-funnel, omnichannel campaigns that seamlessly integrate CTV/OTT. We use advanced identity resolution and DSP capabilities to ensure your brand tells a powerful story on the big screen and drives measurable action on the small screen.

Ready to achieve true cross-screen measurement and superior campaign efficiency?