Foxtel and US ad tech firm, INVIDI have teamed up to sign a joint landmark television deal which will help launch Australia’s first addressable advertising platform, enabling advertisers to reach one-third of the nation’s households with targeted ads. This new strategic partnership will merge Foxtel data and INVIDI technology, which will cover traditional satellite broadcast, video-on-demand and live streaming.
The deal was signed in New York by Foxtel chief executive Peter Tonagh and INVIDI chief executive Dave Downey at the AT&T AdWorks Lab.
The vision for this partnering is to help make TV a more effective targeted platform allowing Foxtel marketing and promotions, content partners and advertisers to tap into the coveted 2.3 million satellite and internet TV subscribers and thousands of audience segments running on TV. Foxtel will be able to provide different brand messages on a global scale to different households watching the same show. This will put pay TV on the same level as social media platforms such as Facebook.
Foxtel claims that another key benefits it stands to gain from this deal is the ability to create more interactive customer experiences through relevant brand messages. Homes receiving targeted ads change the channel less than homes that receive non-targeted ads.
“Foxtel has chosen INVIDI as our addressable technology partner due to their unparalleled experience and market leadership in the addressable space,” said Mr Tonagh.
“We know addressability will help us to connect our customers to more of the content they love, and along with the financial benefits demonstrated through addressable advertising in the US and other markets we are looking forward to introducing this innovation to the Australian market.”
Mr Tonagh said the initiative would give “advertisers the power to target audiences while using the attractive, quality, trusted, and brand-safe environment of TV”.
INVIDI CEO Mr Downey said: “We’re very excited about reaching this agreement between Foxtel and INVIDI; not only does it bring addressable television to Australia for the first time but it also demonstrates the versatility of our proprietary technology through its ability to provide addressability through not just one but several delivery systems.”