Nielsen, the global authority on audience measurement, data, and analytics, has announced that it will introduce a new layer of insights into Australia’s fast‑growing Connected TV (CTV) advertising sector. From the fourth quarter of 2025, the company’s Ad Intel platform will include dedicated CTV analytics, giving Australian marketers a detailed view of advertising activity on major streaming platforms.
With the new Ad Intel CTV feature, advertisers, agencies, broadcasters, and publishers will be able to track competitor ad spending and analyse the creative strategies used across popular services such as YouTube TV, Netflix, Prime Video, Hulu, Paramount, and others. This addition marks a key milestone for media tracking in Australia, enabling industry players to see how budgets are shifting between traditional linear television, digital channels, and the rapidly expanding CTV environment.
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Monique Perry, Nielsen Pacific’s Managing Director, said the surge in audiences watching content on connected devices presented both opportunities and pressures for advertisers. “By launching Ad Intel CTV, we’re providing clients with unmatched competitive intelligence,” Perry explained. “It’s about understanding where CTV spend is going and the types of creative being deployed, which gives media owners, agencies, and advertisers the insight needed to optimise for growth and efficiency.”
Scott Gillham, Executive Director of Media Pacific at Nielsen, noted that video remains the dominant force in media consumption, with CTV at the forefront of this shift. “As consumers rapidly embrace Connected TV, marketers need to act fast,” he said. “Ad Intel CTV offers clarity on competitor investments and creative approaches, enabling brands and media owners to capture opportunities and connect with audiences more effectively in an increasingly video‑driven landscape.”
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Rose Lopreiato, Nielsen Ad Intel’s Australia Commercial Lead, stated that the tool enables marketers to optimize campaigns with precision. By tracking competitor placements across apps, browsers, and Smart TVs, advertisers can identify effective tactics. “These insights empower clients to adopt successful strategies, adapt swiftly to emerging trends, and maximize ROI,” Lopreiato explained. “It’s about delivering highly targeted, cost-efficient campaigns that boost revenue.”
Available from late 2025, Ad Intel CTV strengthens Nielsen’s commitment to providing comprehensive digital ad intelligence. By merging traditional and digital measurement with detailed CTV tracking, the platform aims to give Australian marketers the holistic competitive insight needed to navigate and win in an evolving media landscape.
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