Services
TV Advertising Across Free-to-Air and Streaming
Television is changing fast, and we help you make the most of it. We plan and buy free-to-air, BVOD and streaming TV in-house, direct with the networks and platforms, and measure it against your sales as well as reach and frequency.
Television today
Television is being transformed
Audiences are moving quickly from free-to-air to streaming services watched on smart and connected TVs. Streaming now makes up more than 70% of total viewing time in Australia (Samsung Ads, 2025), and that share has grown every year, while free-to-air continues to decline.
Local broadcasters have built their own streaming services, known as BVOD, and a wave of global and local platforms has joined them, almost all on a model that mixes subscriptions with advertising. Audiences are now spread across many more services, which makes television more complex to buy and opens up new opportunities.
For brands, streaming TV brings advantages free-to-air cannot: targeting built on data, control over how often each household sees your ad, and fewer ads in each break, so yours has more chance to cut through.
Our job is to help you navigate that. We work out the right mix of free-to-air and streaming for your goal, buy both direct, and plan them together so you reach your audience wherever they are watching.
Free-to-air TV
Still reaches a large audience quickly, especially around live sport and news. We buy it by spot and time of day, and measure it on the OzTAM panel.
Streaming TV (BVOD & CTV)
Where most viewing now happens. Data-driven targeting, frequency capping and lower ad loads give your ad more cut-through. We buy it on impressions and measure it against sales with AdMatch™.
Our approach
Everything the channel needs
Channel strategy
We work out where this channel fits in your plan, and where it doesn't, based on your commercial goal.
Free-to-air vs streaming mix
We decide how much goes to free-to-air for fast reach and how much to streaming for targeting and cut-through, based on where your audience is watching, and which streaming platforms earn a place on the plan.
Planning & buying
We plan and buy in-house, dealing directly with networks and publishers. You see what the media costs and how we are paid.
Audience & targeting
On streaming we use your customer data, geography and household-level targeting to reach the people most likely to buy from you, with frequency capping so no household sees your ad too often. On free-to-air we target by program and time of day.
Measurement
We agree what success looks like before launch. For some campaigns that is reach and frequency, measured on OzTAM for free-to-air and platform data for streaming. Where sales, leads or revenue are the goal, AdMatch™ ties streaming exposures to those results.
Live optimisation
We review results every week and move budget toward what is working while your campaign is still live.
Inside-out, in four steps
Understand
We start inside your business — customers, seasonality, sales cycle — before we look at media.
Strategy
We build your strategy on evidence and proven marketing principles, sized to the outcome you need and the budget you have.
Plan & Buy
We have no ties to any channel or media owner. We invest your budget as if it were our own, guided by your strategy and business objectives.
Measure
We feed the results of every campaign back into your strategy, so each one builds on what we learned from the last.
How we measure this channel
AdMatch™ connects streaming exposures directly to your sales, leads and revenue, so you can see what your campaign returned.
- Track events that matter to you e.g. sales, leads, web visits
- Match CTV/Audio ad exposures to your events
- Measure & Optimise the ROI of your campaigns
TV media partners
Direct
Publisher relationships with all major TV networks and platforms
We plan and buy in-house, based on each client's objectives.
Common questions
What clients ask before they start
What's the minimum spend to make TV work?
It depends on the market and the weight needed to be noticed in it, so we size it against your commercial goal rather than quoting a floor. We will tell you plainly if the budget in front of us is better spent in another channel.
How do you prove TV drove the sale?
For streaming, AdMatch™ matches ad exposures to your sales and leads at household level. For free-to-air, we compare OzTAM audience data with your own sales data over the campaign period.
Do you produce the creative?
No. We plan and buy the media, and brief and traffic the assets. We work alongside your creative agency or production partner, and we'll let you know if we think an ad isn't suited to where it is running.
How long before we see results?
Reporting starts from day one and we reallocate weekly while the campaign is live. How quickly the commercial result follows depends on your sales cycle, which we map before the plan is written.
Also from us
Rarely one channel alone
Audio Advertising
Radio, streaming audio and podcasts — the channel that carries reach when the screen is off.
Outdoor Advertising
Classic and digital out-of-home, placed on the routes your audience already takes.
AdMatch™
OursThe measurement product that ties streaming exposure to sales, leads and revenue.
Let's talk about your next TV campaign
Tell us about your business and where you want to take it. A senior planner will reply within one business day.
Get in touch