Tag: CTV

Singapore – 90% of Thai and Indonesian viewers prefer the quality of professional videos over social videos, according to a report from the Asia Video Industry Association (AVIA).

According to AVIA’s report, both markets believe that professional videos from over-the-top services such as Disney+, Netflix, TRUEID, Vidio and Viu are of better quality. 

The majority believes that these content captures attention more, and considers the time watching them better spent compared to user-generated content and social videos.

Viewers associate professional videos with stronger emotions, while users generally feel more negative emotions when watching videos on social media.

Additionally, the report found an increased adoption of Smart TVs, signalling more opportunities for advertisers to leverage Connected TV advertising. This also shows a potential for advertisers to explore the OTT landscape.

The research was conducted by Milieu Insight in November 2024.

“In Indonesia, a 10% higher brand recall and purchase intent from OTT advertising campaigns underscores the platform’s growing impact, encouraging more brands and agencies to diversify their media strategies. The momentum in CTV OTT advertising is equally promising, with Vidio’s 150-minute average daily watch time offering advertisers access to a high-quality audience and premium inventory,” Hermawan Sutanto, managing director at Vidio, said.

David Sky, director of advertising solutions at TRUE Digital Group, commented, “At TRUEID, we are dedicated to providing premium OTT services that deliver high-quality professional video content to our viewers in Thailand. We are heartened that almost 9 out of 10 consumers surveyed wholeheartedly agree that premium services out-deliver on quality. And with the increasing adoption of Connected TVs, the time is now for advertisers and brands to take advantage of the increasingly engaged audience on premium OTT.”

“The power and opportunity of premium OTT services in Indonesia and Thailand are significant. This study clearly demonstrates the value these services offer to both consumers and advertisers. We believe this is a call to action for advertisers to leverage the unique advantages of premium OTT,” Louis Boswell, chief executive officer of AVIA, said.

Sydney, Australia – Global media platform Teads has announced an expansion of its exclusive partnership with VIDAA , a smart TV operating system powering dozens of manufacturers worldwide including Hisense, Toshiba, Scheider, Loewe, Leica and Akai. The partnership is active in the US, Canada, and in 27 markets across Europe and APAC including India, Australia & Malaysia.

Under this extended partnership, Teads maintains exclusive access to VIDAA’s prominent on-screen placement for native CTV home screen ads, enabling advertisers to make a powerful first impression on tens of millions of VIDAA-powered Smart TVs globally, including those made by Hisense, Toshiba, and over 400 additional brands. 

In addition to premium homescreen placements, Teads also gains unparalleled access to VIDAA’s own VIDAA Channels streaming service, unlocking premium CTV video inventory for advertisers globally. 

This collaboration strengthens Teads’ direct-to-glass capabilities, supporting its mission to provide brands with consistent, high-quality ad experiences across all screens.

Jeremy Arditi, co-CEO at Teads, said, “Extending our exclusive partnership with VIDAA allows us to further support our global CTV strategy with an unrivaled offering that bridges the gap between digital and TV. Our CTV Native and Homescreen offerings both complement and differentiate our overall strategy with innovative ad products and a larger selection to continue reaching consumers in new ways. We’re excited to continue delivering impactful reach to our brand partners through one of the world’s leading smart TV platforms.”

Meanwhile, Guy Edri, CEO at VIDAA, commented, “This extension with Teads reinforces VIDAA’s commitment to fostering partnerships that promote sustainable growth for our brand, content, and advertising partners. By combining our global platform’s reach in living rooms across the world with Teads’ expertise in digital advertising, we’re creating significant opportunities for brands to engage audiences meaningfully.”

Teads’ collaboration with VIDAA builds on its growing CTV inventory partnerships across the world and meets the rising demand for CTV ad solutions globally. Teads provides comprehensive campaign performance insights, working with measurement companies like Comscore, Cint, and LiveRamp to offer brands robust targeting and audience engagement capabilities.

New York, USA – Nexxen has announced the launch of ‘Deal Marketplace,’ the company’s latest feature within its demand-side platform, Nexxen DSP. With a centralized interface, Deal Marketplace is built to enable advertisers to better discover, visualise and activate preferred deals across connected TV (CTV), online video (OLV) and display, reducing overall time spent planning and executing campaigns.

The marketplace was designed to improve efficiency while also empowering advertisers to make data-backed decisions. Through Nexxen’s Deal Marketplace, advertisers gain transparency into a wide range of premium supply inventory, leveraging advanced audience-targeting capabilities.

These deals include TV Audiences – custom audience segments accessible via Nexxen’s proprietary TV intelligence solution, which combines both linear and streaming viewership data – as well as content-level targeting and first-to-market CTV high-attention and green media options. 

‘Deal Marketplace’ also offers inventory through contextually curated private marketplace (PMP) deals, crafted using a blend of content and audience-layered data.

David Roman, senior vice president at Nexxen DSP, said, “Deal Marketplace is a further example of Nexxen’s commitment to addressing key industry challenges in premium video and streaming. Through Deal Marketplace, we are reducing the time it takes buyers to discover and activate high-quality deals, so they can get back to what matters. Alongside the streamlined system, Deal Marketplace offers flexible technology, unique packages and differentiated targeting solutions and data sources.”

Sydney, Australia – Kargo has announced a new partnership with Samba TV which will enable advertisers to target, measure and optimise reach and frequency across mobile and connected TV (CTV) environments with greater precision.

This collaboration builds upon Kargo’s recent launch of its CTV advertising solutions in April, developed in partnership with Fetch TV. The integration of Fetch TV’s subscriber and set-top box data with Kargo’s advanced contextual targeting capabilities has already positioned Kargo as a frontrunner in delivering impactful advertising experiences. 

Now, with the integration of Samba TV’s automatic content recognition (ACR) data from globally opted-in televisions, Kargo further solidifies its leadership in audience engagement on the largest screen in the home.

The new solution will leverage Samba TV’s first-party viewership data, which is analysed at a granular postcode level to give advertisers an in-depth understanding of ad performance for more effective planning and targeting across all major programmatic platforms. 

Kargo will also combine its creative and targeting capabilities with Samba TV’s omniscreen measurement to unlock deduplicated incremental reach on top of digital campaigns.

Cam Dinnie, operations director at Kargo APAC, said, “Not only do Kargo’s creative formats captivate audiences, but they consistently outperform traditional media. Now we have created an even more powerful CTV advertising solution by integrating Samba TV’s robust data and measurement. This approach gives our advertisers an even more efficient and effective method to plan, activate, and measure their omni channel campaigns.”

Meanwhile, Yasmin Sanders, managing director for Australia at Samba TV, commented, “This partnership is about giving advertisers the most straightforward and effective approach to enhance their connections with audiences while also gaining a better understanding of their incremental reach. We’re excited to combine our technologies to give Kargo’s advertisers a smarter way to inform their omnichannel planning strategies and access more levers to optimise performance.”

Singapore – MiQ, a programmatic media partner to brands and agencies, has partnered with Hoppr, a connected TV (CTV) platform, to enhance customers’ access to ultra-premium inventory with a first-in-market guaranteed view in Singapore. 

MiQ’s mission is to develop the most comprehensive advanced TV (ATV) solution on the market. Through this partnership, MiQ will leverage Hoppr’s patented platform, which utilises audience behaviour and insights to ensure a guaranteed view of ads on the largest screens in the home.

MiQ is Hoppr’s preferred managed service activation partner in Singapore. Together, they will deliver solutions aimed at addressing one of the TV industry’s most significant challenges: fragmentation, which reduces advertising reach across diverse audience segments.

Through this partnership, MiQ and Hoppr will empower brands to target their desired audiences by enabling advertisers to plan and purchase inventory that guarantees ad viewership. This level of precision ensures that advertising messages reach the most relevant household audiences, maximising the impact and effectiveness of each campaign.

Both parties are also assessing opportunities to expand their partnership to include the future launch of enhanced advanced TV capabilities for Singapore across linear, streaming, and YouTube. 

MiQ and Hoppr share a vision for the future of advanced TV, where data-driven video integrates across linear and digital platforms. This partnership follows MiQ’s recent global TV intelligence expansion to the UK and Australia, reinforcing their commitment to enhancing TV consumption and audience engagement.

James Parker, SEA managing director at MiQ, said, “This partnership is an exciting step forward in bringing powerful advanced TV advertising solutions to the APAC market. MiQ and Hoppr have a shared vision of advanced TV—one of data-driven video convergence across linear and streaming that brings together the reach of TV with the targeting and performance of programmatic.” 

Joe Prusz, CEO of Hoppr, added, “The combination of MiQ’s managed service CTV and programmatic trading expertise and Hoppr’s unique platform will bring Advanced TV to life. We can deliver a guaranteed view of an ad that will be consumed by an audience in its entirety. We help advertisers reach the hard-to-reach audience that isn’t watching linear TV. We share MiQ’s view of the future of advanced TV advertising and know that advertisers need a new way for their message to cut through to the consumer. This is only possible with Hoppr’s guaranteed view.” 

Sydney, Australia – Omnichannel supply-side platform OpenX has recently announced the international expansion of TV by OpenX to Australia, France, Germany, Italy, Japan, Spain, and the United Kingdom.

In parallel, OpenX is enhancing TV by OpenX in the US to deliver future-proofed and differentiated data-driven curation to high-quality biddable CTV.

The global expansion of TV by OpenX marks the first step toward transparent, biddable CTV in Australia, France, Germany, Italy, Japan, Spain, and the United Kingdom, allowing buyers to continue to target viewers as they choose to watch CTV.

This expansion is an important step in the TV by OpenX mission to protect the value of broadcaster and publisher inventory while providing transparency, ease of purchase, and incremental reach for buyers.

While the first phase of TV by OpenX focused on transparency, this next step in OpenX’s evolution of programmatic television buying combines future-proofed data-driven curation with high-quality, transparent, biddable CTV in the US.

As brands and agencies continue to invest in scatter to buy closer to campaign activation, TV by OpenX’s US enhancements empower buyers to leverage the largest independent supply-side graph to target audiences across direct CTV inventory. In this next phase of TV by OpenX, data-driven, contextual, attention, and sustainability offerings power the direct activation of curated audiences at scale.

With TV by OpenX, US buyers can choose from any one of OpenX’s 250+ data partners, including Captify, Samba TV, and TVision, to target an audience via CTV inventory using OpenX’s cross-platform identity graph. 

This allows buyers to increase scale and optimise toward their desired campaign outcomes via their preferred DSP. Additionally, TV by OpenX enables political advertisers to reach high-value audiences on direct, premium supply this political cycle by leveraging ACR audiences from Samba TV.

Talking about the expansion, Matt Sattel, SVP of buyer development at OpenX, said, “We’re thrilled to build on the success of TV by OpenX, both in geographical expansion as well as in enhancing the US offering to deliver buyers more data-driven curation options. These innovations, among others, enable us to partner with the most premium CTV publishers and ultimately deliver exceptional results for buyers.”

United States – Popular streaming platform Netflix has announced that they will be launching their in-house adtech platform by 2025, a move that will continue supporting the platform’s ad-supported plan.

For Netflix, this will give advertisers new ways to buy, new insights to leverage, and new ways to measure impact.

Amy Reinhard, president of advertising at Netflix, said, “Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today.”

Moreover, Netflix will also expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.

“We’re being incredibly strategic about how we present ads because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands,” Reinhard added.

The announcement was made during Netflix’s Upfront presentation, where Reinhard walked advertisers through the continued growth and momentum of Netflix’s ad-supported plan, which now has 40 million global monthly active users — up from 5 million a year ago. She also stated that over 40% of all signups in the ads countries now come from the ads plan.

It is worth noting that 70% of Netflix’s ad-supported members watch for more than 10 hours a month — which is 15 percentage points higher than the nearest competitor, according to Nielsen. Netflix members also pay even more attention three hours into watching than they do when they first start. With this, they’re around twice as likely to respond to an ad compared to other streaming services and linear TV.

Bela Bajaria, chief content officer at Netflix, explained, “Our audiences are highly engaged — and by engaged I mean that they are choosing to spend their time watching Netflix. That’s important because engagement is the key to success in streaming. When people watch our shows and movies, they get more value from Netflix, they stick around longer, and they’re more likely to recommend us to their friends. And this matters to all of you because you want to be where the audiences are, too.” 

New York, USA – Global media platform Teads has announced an expanded exclusive global partnership with LG Ad Solutions for CTV native advertising inventory across the Asia-Pacific region. 

The expanded partnership will cover Australia, New Zealand, and the other ten countries in APAC, including Indonesia, Vietnam, the Philippines, Singapore, Malaysia, Thailand, Hong Kong, Japan, Taiwan, and India. 

These new territories will extend Tead’s current exclusive footprint on LG Smart TVs in France and Belgium. Currently the exclusive premium associate for the first touch point on LG TVs in these regions, Teads is advancing the accessibility of high-quality advertiser engagement on the largest screen within households.

In France, Teads and Danone teamed up for Danone’s inaugural CTV campaign as an Olympic Games sponsor, using LG Ad Solutions’ unique CTV Native format. With Teads Studio and detailed data, they reached audiences on different devices, ensuring Danone’s presence in a top-quality, safe environment for brands.

Teads and LG Ad Solutions’ worldwide exclusive agreement adds to their current partnerships in Central and Eastern Europe on LG Smart TVs. This wider coverage lets advertisers use LG Ad Solutions’ Automatic Content Recognition (ACR) technology for better targeting. The seamless integration of ads and precise targeting ensures viewers get relevant experiences while advertisers enjoy improved media performance.

In these regions covered by the expanded partnership, brands can now use LG Ad Solutions’ ACR data to learn about how LG TV users watch shows and ads using privacy-friendly visual and audio recognition tools. Teads can then target particular audiences based on the type of TV consumption (live or streaming), content and ad exposure, and other relevant viewership data.

LG Ad Solutions’ advertising formats create a bridge between linear TV and OTT content consumption on the largest screen in the home, providing prominent brand placement, interactive ad formats, and direct access to advertised content and products.

Furthermore, Teads also collaborates closely with industry-recognised partners like Kantar and Cint (Lucid) to provide thorough and dependable measurement solutions. This gives clients strong insights and performance data, helping them evaluate their campaign effectiveness and make smart decisions.

This partnership with LG Ad Solutions helps Teads reach new CTV audiences and gives brands the chance to use Teads’ holistic omnichannel targeting strategy for precise and effective campaigns across different screens.

Combined with tailored ad formats that further amplify brand storytelling, Teads empowers brands to cut through the clutter and captivate viewers on the biggest screen, thereby maximising engagement and driving measurable results in the ever-evolving digital advertising landscape.

With customised ad formats that enhance brand storytelling, Teads enables brands to stand out and engage viewers on the largest screen, boosting involvement and delivering measurable outcomes in the constantly changing digital advertising world.

Bertrand Quesada, co-founder and co-CEO of Teads, said, “Our expanded partnership with LG Ad Solutions enables brands and agency partners to extend exceptional creative across all screens and further their storytelling with vast audiences. In just less than a year, we’ve already seen tremendous success in France and Belgium as they embrace CTV native advertising to leverage omnichannel strategies. We look forward to our elevated relationship as we deepen our CTV presence globally with a world-class leader.”

Also speaking on the partnership, Serge Matta, president of Global Ad Sales at LG Ad Solutions, commented, “As smart TVs are increasingly becoming the central device of households around the world, we are thrilled to expand our exclusive partnership with Teads in these new regions. We’re eager to further elevate our direct-to-glass strategy and shared mission in partnering with brands to deliver incremental audiences.” 

Meanwhile, Thibaud Rivals, lead media manager at Danone Paris, also shared, “The strategy deployed by Teads enabled us to respond to the challenges of media fragmentation and the new uses of our audiences. We were delighted to have been one of the first companies to test this new CTV screen, through the partnership between Teads and LG Ad Solutions.”

Australia – Digital advertising solutions company Kargo has announced three new hires in the Australian market as part of the company’s overall growth strategy in the Asia-Pacific region. They include Natasha Herbst, Jonty Saini, and Nina Johnston as new sales executives.

The new appointments are part of Kargo’s commitment to invest and expand in APAC in 2024 and plans to introduce a number of innovative new products and offerings in CTV advertising specifically. 

Moreover, the company is dedicated to creating a premium ecosystem that benefits both advertisers and publishers while maintaining a focus on transparent measurement for real results.

Neill Pitt, sales director at Kargo APAC, said, “APAC holds a pivotal role in Kargo’s global plans for 2024. We have launched a range of new omnichannel digital display ad units throughout this year, which have proved extremely popular.”

He added, “At the same time we have also witnessed tremendous interest in our unique enhanced CTV pre-roll products as well as our proprietary social commerce and e-commerce solutions. We eagerly anticipate expanding our offerings to meet the surging demand in 2024 and have some incredible innovation set to launch early in the new year.”

California, USA – Adtech company PubMatic has announced a suite of enhancements to its CTV platform, providing publishers with market-leading technology innovation and unique brand demand whilst enabling buyers to achieve campaign performance across premium streaming inventory.

The company processes well over 1 trillion CTV impressions per month from a rapidly growing roster of CTV and OTT publishers and has announced new and expanded partnerships with premium streaming brands including AMC Networks, FOX, iQIYI, ABS-CBN, and TrueID.

PubMatic works with six of the top seven global smart TV providers that have ad-supported streaming services, four of the top eight major addressable broadcast video on demand (BVOD) streaming platforms in the U.S., and five of the top eight free ad-supported TV streamers in the U.S. The company monetizes inventory for the top five addressable BVOD platforms in both Australia and Japan, two of the Asia-Pacific region’s largest CTV markets.

The accelerated pace of PubMatic’s new business growth in CTV coincides with the launch of a range of product and feature enhancements that provide innovation-driven advantages to buyers and publishers:

  • Viewer Experience Tools: Advanced ad-podding capabilities offer sophisticated competitive separation, frequency, and ad deduplication management to deliver a seamless experience for viewers and greater value for advertisers.
  • Publisher Controls: PubMatic’s new creative approval tool enables publishers to pre-approve ads prior to programmatic auctions.
  • Content Signals: A slate of enhancements related to oRTB 2.6 standards support richer content signals to bring CTV sales more in line with linear TV.
  • Audience Addressability: PubMatic’s integration with LiveRamp’s RampID maximizes audience reach, enabling privacy-centric addressability in CTV. PubMatic’s support of exposure logs means every single RampID impression is also 100% measurable.
  • Measurability: Through an expanded partnership, PubMatic customers can leverage Comscore Campaign Ratings (CCR) to evaluate the efficacy of media investments with high confidence across TV, CTV, desktop, and mobile.

The enhancements to PubMatic’s CTV platform for publishers come on the heels of the company’s recent launch of Activate. The new end-to-end supply path optimization solution brings the power of programmatic to automate the Direct IO process. 

“Our relentless innovation and exclusive demand partnerships make PubMatic the preferred monetization partner for premium CTV publishers,” said Nicole Scaglione, VP of CTV and OTT at PubMatic. “We have had tremendous interest in our publisher and advertiser solutions and new products like our recently launched SPO product Activate. Our customers are key stakeholders in our innovation roadmap and this has put us in prime position to win the programmatic future together.”