ITV

Tag: Addressable TV

  • Hathway and Den bring Invidi Tech’s addressable ad tech to digital cable TV

    Hathway and Den bring Invidi Tech’s addressable ad tech to digital cable TV

    MUMBAI: Invidi Technologies, a pioneer in addressable advertising technology, has announced a ground-breaking partnership with Hathway Digital Ltd. (Hathway Digital), a wholly owned subsidiary of Hathway Cable & Datacom Limited (Hathway)  and Den Networks Ltd. (Den), India’s leading multi-system operators (MSOs). This collaboration marks a significant step in transforming the digital cable TV advertising landscape by introducing, for the first time, digital cable TV markets advanced targeted ad solutions to Hathway Digital  and Den’s extensive distribution network. This partnership will help in addressing the pressing need of the current day and age of reaching the right audience in the right markets in the most economical way. 

    Both Hathway Digital and Den will leverage Invidi Technologies’ cutting-edge ad tech through this strategic alliance to deliver highly targeted and personalised advertisements to diverse audiences. This solution will ensure anomalies of linear TV ads is addressed and they  are delivered with the required advertiser’s customer profile cohorts. This innovative approach will open new avenues, improve media buying efficiencies and allow brands to reach specific viewer segments with tailored messages, enhancing the relevance and effectiveness of their money spent on ad campaigns.

    Says Invidi Technologies chief operating officer Prasad Sanagavarapu: “Our collaboration with both Hathway and Den represents a major advancement for content owners, viewers, and advertisers alike. By deploying Invidi’s  addressable TV solutions, Hathway and Den will enable brands to optimise their marketing spend by delivering relevant ads directly to their target audiences. This partnership underscores our commitment to enhancing the Indian advertising ecosystem with state-of-the-art technology.”

    Adds a Den representative:  “We’re excited to integrate Invidi’s technology into our operations. This partnership is a game-changer for our advertising partners, giving them the ability to target their audiences with unprecedented precision. For our subscribers, it means receiving more relevant and engaging content, which enhances their overall viewing experience. By bringing Invidi’s  advanced solutions to the Indian market, we’re not just improving our ad offerings but also providing our subscribers with more relevant content and less ad clutter.”

    “We are delighted to bring first time in digital cable TV, targeted ad solutions and partnering with Invidi Technologies represents a major milestone in our commitment to delivering cutting-edge solutions to our advertisers,” points out a Hathway representative. “This partnership will redefine the ads on digital cable TV and enable us to offer a new level of precision in linear TV advertising. With this, brands can connect with their audiences more meaningfully.”

    Addressable TV advertising represents a departure from traditional broad-spectrum TV ads. Unlike conventional methods, which cast a wide net, addressable ads allow for precise targeting based on viewer demographics, interests, and behaviours. This tailored approach not only improves the relevance of the advertising content but also boosts engagement and maximises the return on investment for advertisers by minimising wasted impressions.

    Combining Hathway Digital and Den’s extensive distribution network and reach with Invidi’s advanced targeting capabilities, this partnership will deliver a robust ad solution that bridges the gap between linear digital cable TV’s wide audience and digital precision targeting, providing brands with a powerful tool to connect more effectively with their ideal customers.

    (Pix: courtesy Barc)

     

  • “India is the second largest TV market globally with 210Mn Tv HHs”: GroupM’s Atique Kazi

    “India is the second largest TV market globally with 210Mn Tv HHs”: GroupM’s Atique Kazi

    Mumbai: The emergence of addressable TV has been nothing short of ground-breaking. Offering targeted advertising opportunities and personalized content delivery, addressable TV has swiftly carved out a significant niche in the industry. India, with its burgeoning digital market and rapidly expanding connectivity, has been at the forefront of this transformative shift.

    The latest insights from GroupM’s TYNY 2024 report shed light on the remarkable momentum witnessed in the realm of TV in India. Unlike the global market, TV marked a seven per cent growth with the market share of 29 per cent. With each passing year, the adoption of connected TV and the prevalence of addressable TV homes have surged, reshaping the way audiences engage with television content and advertising.

    The report cites phenomenal momentum in the space of addressable TV over the last few years. By the end of 2023, there were 34 million addressable TV homes streaming on connected TV in India. As per the report, in 2024, this growth is expected to be reaching 45 million homes with a YoY growth of 21 per cent.

    By delving into the key findings of the report, it becomes evident that addressable TV is not just a passing trend but a fundamental evolution in the media landscape, poised to reach unprecedented heights in the year 2024. With projections indicating substantial growth in the number of addressable TV homes, India stands on the brink of a new era in television broadcasting and advertising.

    Let’s explore the implications of this growth and future of media consumption in India as Indiantelevision on the sidelines of the GroupM event, caught up with GroupM India president (Data Performance and Digital Products) Atique Kazi, where he shared a lot of insights on the current addressable & linear TV space….

    Edited excerpts

    On the growth of addressable and linear TV in India

    In recent years, the growth of addressable TV homes has been significant. With 7-8 million Addressable TVs in 2021, it quickly rose to 17-18 million and now crossed 34 million. Current projections suggest it could breach 45 million, translating to approximately 21% of TV households in India, given there are around 210-213 million Television households. This growth is fuelled partly by the widespread availability of unlimited broadband, allowing people to stream content without constraints. Interestingly, many of the 45 million users are not completely abandoning traditional TV but are instead switching between linear and on-demand content. Primarily, these users are younger than 40, as older individuals may struggle with new user interfaces & habits. People are making smarter choices based on their viewing habits, opting for platforms that offer their preferred content without additional costs. This trend indicates a shift towards more flexible viewing options.

    On difference between USA and India’s television business and India reaching on par with the developed nations

    India is the second largest TV market globally with 210Mn Tv HHs. Recent increases in prices and the abundance of content accessible through streaming platforms are prompting consumers to transition from Pay TV to Free TV, often supplemented by low-cost or ad-supported streaming services made possible by improved internet connectivity. In the United States, over 85% of households are users of Connected TV (CTV), whereas in India, CTV penetration stands at only approximately 16% (FYR only 34mn/210mn), indicating significant growth potential in India. CTV advertising constitutes 7% of the total media expenditure in the US, while India has just embarked on this journey in the last three years, with digital extensions already accounting for 4% %( FYR only 5750cr/155386 cr ) of the overall advertising expenditure and expected to surpass the US average.

    On consumers preferring TV over mobile phones for media consumption

    The preference for viewing always rests with the consumer based on their convenience. For example, while I am outside home and want to catch on to my favourite content, mobile is definitely an option. But at the comforts of home when you have access to a large screen, preferences change. What has happened now is the ease of access to content is the same on TV & mobile, what changes is the environment with whom/where you watch them. With features such in IPL like multi camera viewing angles and enhanced post-match production, viewers are provided with an improved viewing experience, influencing their choice on a big screen vs small screen.

    On the fall of DTH industry according to TRAI’s latest reports on losing 1.32 paid subscribers in July-September 2023

    The DTH industry is shifting towards free-to-air (FTA) content over pay TV, building the need for smarter, internet-enabled set-top boxes. The advancement I foresee is for the insertion of addressable ads on linear television, revolutionizing the advertising ecosystem. However, the industry faces challenges due to broadcasters’ split strategy for television and their digital platforms, as well as the disconnect between broadcasters and distributors. Without collaboration to effectively sell addressable ads, the potential benefits of this technology, as seen in markets like Korea, may not be easy in India. Airtel and Tata Play have introduced smart set-top boxes capable of addressable ads, but without broadcaster collaboration, unlocking their full potential may prove difficult.

  • Tata Play introduces Addressable Ads for linear television

    Tata Play introduces Addressable Ads for linear television

    Mumbai: India’s largest content distribution platform Tata Play, has announced Addressable Ads for linear television. Addressable TV advertising technology enables advertisers to selectively segment TV audiences and serve different ads to different households, even if they are watching the same content. In essence, digital-akin media planning can now be achieved on television through Addressable Ads. Starting today, brands can sharpen the targeting of their linear TV ads through filters of geographies and audience profiles.

    Addressable TV ads mark a revolutionary milestone for television advertising as it merges linear TV with digital capabilities. TV advertising is essential for top-of-funnel deliveries. With Tata Play’s Addressable Ads solution, advertisers can enjoy a better ROI with functionalities like targeting and buying impressions. Broadcast partners are now empowered with an opportunity to offer a more relevant, rewarding, and effective inventory.

    Tata Play CEO & managing director Harit Nagpal explained how the new development disrupts the linear TV advertising ecosystem, “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 with each beam carrying messages to distinctive audience cohorts, as required by the advertisers.”

    This breakthrough marks a first for unconnected boxes, empowering advertisers to reach their targeted audience with complete measurability. The segmentation will be based on audience profiles and various geographical cuts, making television advertising more engaging and effective. Tata Play has partnered with Invidi and TAM for this initiative. While Invidi will manage the tech aspect of Addressable ads, TAM will facilitate audience measurement and monitoring.