Content distribution platform Tata Play has introduced Addressable Ads for linear television. The 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.
With this, the digital equivalent of media planning can now be achieved on television. Brands can now sharpen targeting through filters of geographies and audience profiles. TV advertising is essential for top-of-funnel deliveries and with Addressable Ads, advertisers can enjoy a better ROI with functionalities like targeting and buying impressions.
Harit Nagpal, Managing Director & CEO, 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 with each beam carrying messages to distinctive audience cohorts, as required by the advertisers.”
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.
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