By Our Staff
Tata Play, the content distribution platform which was earlier called Tata Sky, has announced addressable ads for linear television.
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.
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.
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.
Said Harit Nagpal, Managing Director & CEO – Tata Play: “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.”