DTH Platform Tata Play Announces Addressable Ads for Linear TV
Tata Play, a direct-to-home (DTH) provider, has announced that addressable television ads will be available soon. With the help of addressable TV advertising technology, advertisers may segment TV audiences into distinct groups and show different advertisements to distinct households—even when they are watching the same show. The action is a direct result of newly acquired additional satellite capacity and is the first of its kind in India. Addressable ads have essentially made it possible to achieve media planning on television that is similar to digital. Brands can use audience profiles and geographical filters to more precisely target their linear TV advertisements.
Addressable Ads and Linear TV
With this, media planning on television can now be accomplished digitally. Addressable TV advertisements combine digital media and linear TV. For top-of-funnel delivery, it is necessary. Advertisers can benefit from increased ROI with Tata Play’s Addressable Ads thanks to features like targeting and buying impressions. Now that they have the means, broadcast partners can provide brands with a more relevant, lucrative, and efficient inventory.
Tata Play Collaboration with Invidi and TAM
With this ground-breaking innovation, marketers can now reach their intended audience with total measurability—a first for disconnected boxes. Television advertising will be more interesting and successful thanks to segmentation, which will be based on audience profiles and different geographical cuts. For this project, Tata Play has teamed up with TAM and Invidi. Invidi is the addressable ad technology and campaign management partner while TAM will enable audience measurement and monitoring.
Here’s what they said
Harit Nagpal, chief executive and managing director, of Tata Play, said,
While television delivers the highest advertising reach for brands, it doesn’t offer sharper targeting. With our targeted ad delivery, we can now split a TV spot into multiple beams, each carrying messages to distinctive audience cohorts, as required by the advertisers.
Read More: Samsung Ads Partners with Brightline To Boost CTV Advertising
AMC Networks Offers Programmatic Addressable Advertising On Linear TV
An industry first, AMC Networks makes addressable programmatic television advertising a reality. It announced a partnership with two of the biggest names of adtech – Trade Desk and Magnite.
The First Of Its Kind
The cable programmer worked on several campaigns with national advertisers to enable programmatic and addressable buying on linear television. The new capability allows advertisers to buy live TV inventory with the same type of automated technology traditionally reserved for digital.
For more than a year, AMC Networks has been working to make it possible for advertisers to buy linear TV through automated and programmatic platforms. The aim was to enable advanced and automated buying tools, with enhanced targeting around popular and high-quality content.
Evan Adlman, senior vice president of advanced advertising and digital partnerships for AMC Networks pledges to work on 100% linear reach addressability. He also added that providing a full range of advantages on linear television will be the prime focus of the advertising partnerships
“This is a huge development, for us and for the entire industry, unlocking the value of linear inventory by providing advanced programmatic buying, with full addressability, on linear television.”
Interesting Read: All You Need To Know About Connected TV Advertising!
Successful Pilot Experiment With The Advertisers
The cable programmer enabled the addressable TV capabilities in Q3. It teamed up with The Trade Desk and sell-side platform Magnite to implement addressable programmatic buying for major advertisers like Best Western, Smithfield Foods, Securian Financial. In a statement, AMC Networks said all these clients continued to stay live in the fourth quarter. It is also working to expand the current brand partners and add new ones.
In the past, such buys were only available for AMC Network’s web content, which is generally less expensive. Programmatic buys on linear TV involve advertisers cross-referencing their own first-party datasets with those of media owners to improve their audience targeting. This is usually accomplished using an encryption tool such as a data clean room.
Crucial Partnerships
AMC Networks claims the partnerships are crucial in an effort to protect the core linear product. In partnership with Magnite, the cable programmer intends to make linear reach 100% addressable, regardless of where the consumer views the advertising.
Matt McLeggon, senior vice president of advanced solutions, Magnite said,
“The work we’ve done with AMC brings the full power of programmatic execution to linear TV for the first time and gives advertisers the technology they need to holistically manage campaigns across CTV and linear TV.”
AMC claims an ideal partnership with trade Desk, a buy-side tool popularly known as a demand-side platform. Owing to the Trade Desk’s wide base of media buyers., more advertisers can access inventory.
Tim Sims, chief revenue officer, The Trade Desk said that the partnership will bring advertisers all the advantages of programmatic plus the opportunity to buy high-quality content like never before.
“Giving advertisers the access to a new pool of premium inventory and the ability to use their first-party data through this linear addressable capability is a perfect match.”
Interesting Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
