Global addressable solutions company Invidi Technologies is partnering with Irdeto, a digital platform security company to roll out a ready-to-deploy integrated technology for pay-TV operators in India.
The offering, which is expected to launch in the country by Q2 2022, aims to change the way advertisements are delivered on linear television in the country by providing ads to viewers based on their preferences.
Shane McCarthy, COO, video entertainment, Irdeto, said, “At a time when operators face challenges brought by the changing consumer viewing behaviours, targeted advertising offers them a potential for a significant new revenue stream. Our unique pay-TV operator heritage enables us to understand the challenges they face today and the opportunities tomorrow brings, and we are excited to be working with some of our key customers on the integration of the new easy-to-launch solution.”
We caught up with Prasad Sanagavarapu, SVP – corporate development, emerging markets, Invidi Technologies, to learn more about the service and how it will work in India.
Is this Invidi’s entry into the Indian market?
In India, we have been working with platforms like Disney+ Hotstar. We provide the tech that helps with the ad serving for these platforms. However, wow, we are entering the linear TV space. The audience is present across digital and linear. Marketers want to connect campaigns for both these sets of audience. Adding linear TV, which has seen nothing great in terms of advertising technology for years, is exciting.
Currently, we are working in the USA and Europe and can target different users across different geographies with different ads.
India has such a wide array of cultures. It has different states and languages. What we want to do is bring addressability by working with pay-TV or cable TV operators. On the linear side, it's difficult because set-top boxes are non-connected. The ability to provide this profiling on a non-connected set-top box is what we bring.
Would this be a little late given the growth of digital in the country?
You cannot ignore TV. Yes, digital will take over by 2025, but the lure of TV remains for mass TV campaigns. Marketers want both (digital and TV) instead of silos. What we provide is an inter-operative marketplace through our tool. We can manage the number of impressions a marketer needs for digital and linear.
Would the current set-top boxes need to be changed?
No. The partnership with Irdeto allows us to do this without a change. Set-top boxes are updated regularly. In one of those updates, we’ll be able to add the software we require for this.
This will be a game-changer for operators. We see subscription revenues for operators getting stagnated. This is offering them new revenue streams. In the USA, AT&T has significant revenue streams through addressability.
Does the role of a media agency change hereon? Will they be rendered less relevant?
No. They can tell their clients that they put an addressable campaign on linear TV. The campaign value, however, will be more targeted. The same spot will have multiple advertisers. The advertiser will pay less, though, because even though it's broadcast, it's targeted.
Data is a worry. How will you take care of the privacy issue?
We don't handle the data. We work with platforms on the digital and linear side. We are compliant with all GDPR laws in Europe. We get anonymised data and deliver content solely based on that.