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How CTV operator Optus is targeting key audiences and extending its reach in Australia


Optus recently extended its partnership with Amobee to maximize value from its TV and BVOD investments
Programmatic has become well established as a buying method in Australia because it drives greater efficiencies and control. The Drum finds out why – as traditional ad formats including television, radio and out-of-home (OOH) become digitized – more CTV operators’ inventories will become available to purchase through programmatic platforms.
60% of advertisers in Australia are already buying connected TV (CTV) inventory plan to increase their spending in 2021, eMarketer has found. This is because CTV is integral to modern media strategies as it encompasses the best of both digital video and TV precision targeting in a premium video environment. ....

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CMOpinion: who's on your personal board of advisors?


CMOpinion: who’s on your personal board of advisors?
In her regular Mumbrella column, Optus head of marketing - CMO Melissa Hopkins urges marketers to look to and curate their support network in moments big and small.
April 21, 2021 10:57
by MELISSA HOPKINS
One of the greatest tools a CMO can have is their very own board of advisors.
This board is rather informal with no quarterly board meetings, no money passed, no pre-reads or directorial responsibilities – in fact, I am not sure the members currently even know that they are part of my board of advisors.
When leading any brand, particularly when you have a more senior role and remits, there are risks: the risk of becoming blinkered in your category alone, the risk of losing independence of thought and that deadly one of not gaining constant inspiration and perspective outside of the brand you lead. As marketers we know our job is to be the voice of the customer and have our ear to the ground of the ....

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