App experience supercharges audience and advertiser engagement.
Network 10’s broadcast video on-demand platform (BVOD), 10 Play, has continued the roll out of its world-class unified app experience on connected TVs with the new platform now available on Apple TV, Amazon’s FireTV and FireTV Stick Lite and Android TV.
The new app platform improves the audience experience on 10 Play with visually rich and editorially curated navigation features. And, with compulsory login, it also sharpens the data opportunities across the platform and increases our addressable footprint for advertisers.
Network 10’s General Manager – Digital, Liz Baldwin, said: “Streaming continues to be a priority for 10 ViacomCBS as more and more people extend their consumption choices to include digital platforms, an area in which we continue to invest.
“The roll out and unification of the new 10 Play app across Apple TV, Amazon’s FireTV and FireTV Stick Lite and Android TV enables us to continue creating deeper relationships with our audience. We’re seeing it in the numbers.”
The latest roll out follows the launch of the app experience on Telstra TV in May this year. The improved audience experience of the app saw total video consumption jump 63% and total visits grow 14% on the Telstra TV platform.
Liz continued: “We are well on-track to have the new 10 Play app achieve extensive connected TV coverage by the end of this month and I couldn’t be more excited.”
The new app includes the Australian-first Premium Pause ad product which offers advertisers an innovative, immersive and non-intrusive way to engage with audiences with key brand messages on BVOD.
Network 10’s Digital Sales Director, Sophie Hicks Lloyd, said: “Since the launch on Telstra TV earlier this year, the market has been buzzing about the opportunities available on the new 10 Play app, so it’s fantastic that we’re able to offer more scale and inventory across more platforms.”
10 Play is achieving its biggest year ever, with minutes viewed up 18% year-to-date. The platform is currently home to six of the top 15 local series on BVOD including MasterChef Australia, Australian Survivor, Bachelor In Paradise, Neighbours, I’m A Celebrity… Get Me Out Of Here! and The Bachelor Australia.
Sophie continued: “Bach-Nation shows, and MasterChef Australia have proven to be multi-platform hits, not only engaging large audiences on linear, but also attracting a significant audience on digital. With The Bachelorette Australia and Junior MasterChef Australia still to come, the future of 10 Play in 2020 looks bright.”
Source: Adobe Analytics; 10 Play; Australia IPs only; Telstra TV UAP – 3 months prior (Feb 5 – May 21 2020) vs. 3 months post (May 22 – Sept 5th 2020). OzTAM, National VPM, Total Minutes Viewed, Ranked by SeriesID, 10/9/7/SBS, January 1 to September 22 2020