INVIDI Technologies Partners with Hathway and DEN to Bring Addressable TV for First Time on Digital Cable TV
August 19 2024 - 12:03PM
Business Wire
Addressable TV solution will help advertisers to reach right
audience mix in required markets. This collaboration marks a
significant leap forward in transforming Digital Cable TV
advertising in India.
INVIDI Technologies, a pioneer in addressable advertising
technology, has announced a ground-breaking partnership with
Hathway Digital Ltd. (Hathway Digital), a wholly owned Subsidiary
of Hathway Cable and Datacom Limited (Hathway) and DEN Networks
Ltd. (DEN), India’s leading Multi-System Operators (MSOs). This
collaboration marks a significant step in transforming the Digital
Cable TV advertising landscape by introducing, for the first time,
Digital Cable TV markets advanced targeted advertisement solutions
to Hathway Digital and DEN’s extensive distribution network. This
partnership will help in addressing the pressing need of the
current day and age of reaching the right audience in the right
markets in the most economical way.
Both Hathway Digital and DEN will leverage INVIDI Technologies'
cutting-edge ad tech through this strategic alliance to deliver
highly targeted and personalised advertisements to its diverse
audience. This solution will ensure anomalies of linear TV
advertisements is addressed and advertisements are delivered to the
customers with required advertiser’s cohorts of customer profile.
This innovative approach will open new avenues, improve media
buying efficiencies and allow brands to reach specific viewer
segments with tailored messages, enhancing the relevance and
effectiveness of their money spent on advertising campaigns.
Prasad Sanagavarapu, Chief Operating Officer of INVIDI
Technologies, stated, “Our collaboration with both Hathway and DEN
represents a major advancement for content owners, viewers, and
advertisers alike. By deploying INVIDI’s Addressable TV solutions,
Hathway and DEN will enable brands to optimize their marketing
spend by delivering relevant ads directly to their target
audiences. This partnership underscores our commitment to enhancing
the Indian advertising ecosystem with state-of-the-art
technology.”
Representative of DEN, said, “We’re excited to integrate
INVIDI’s technology into our operations. This partnership is a
game-changer for our advertising partners, giving them the ability
to target their audiences with unprecedented precision. For our
subscribers, it means receiving more relevant and engaging content,
which enhances their overall viewing experience. By bringing
INVIDI’s advanced solutions to the Indian market, we’re not just
improving our advertising offerings but also providing our
subscribers with more relevant content and less ad clutter.”
“We are delighted to bring first time in Digital Cable TV,
targeted advertisement solution and partnering with INVIDI
Technologies represents a major milestone in our commitment to
delivering cutting-edge solutions to our advertisers,” said
Representative of Hathway Digital. “This partnership will redefine
the advertisement on Digital Cable TV and enable us to offer a new
level of precision in Linear TV advertising. With this, brands can
connect with their audiences more meaningfully.”
Addressable TV advertising represents a departure from
traditional broad-spectrum TV ads. Unlike conventional methods,
which cast a wide net, addressable ads allow for precise targeting
based on viewer demographics, interests, and behaviours. This
tailored approach not only improves the relevance of the
advertising content but also boosts engagement and maximises the
return on investment for advertisers by minimizing wasted
impressions.
Combining Hathway Digital and DEN’s extensive distribution
network and reach with INVIDI’s advanced targeting capabilities,
this partnership will deliver a robust advertising solution that
bridges the gap between linear Digital Cable TV’s wide audience and
digital precision targeting, providing brands with a powerful tool
to connect more effectively with their ideal customers.
Key Highlights of the Partnership:
- Hathway Digital and DEN will provide extensive distribution
network; INVIDI will provide targeted ad tech solutions and TAM
will ensure monitoring and audience measurement.
- Targeted advertising: Advertisers will have opportunity to
precisely target their advertisements to different households based
on various factors such as geography, viewer preferences, and
subscription details. This ensures advertisements are of relevance
to each viewer, maximising engagement, and impact for all
advertisers.
- Enhanced advertisement efficiency: By utilising addressable
advertising, brands can reach right audience, in right market, in
right economical pricing thereby reducing wastage and improve the
return on their advertising investments. Ads can be customised to
meet the needs of different audience segments, making each campaign
more effective.
About INVIDI Technologies
INVIDI Technologies' patented advanced advertising solutions
unlock the maximum value from premium video by uniting
distributors, programmers, and data providers to ensure advertisers
reach the right audiences when, where, and how they're watching.
INVIDI launched the world's first broadly deployed addressable
advertising system, and its products enable cross-platform campaign
execution to provide maximum reach and optimal viewer experience.
Our partners use INVIDI's software to generate billions of dollars
in advertising revenue and relevant messaging while protecting
viewer privacy. INVIDI's Emmy® Award-winning technical excellence,
industry-leading experience, and innovative linear and digital
precision-based solutions are deployed in the United States and
around the world. INVIDI is co-owned by AT&T, DISH Network
L.L.C., and WPP. Learn more at www.invidi.com.
About DEN
DEN is recognised as a leader in the Indian cable television
industry, delivering exceptional digital cable television to
millions across the nation. As one of India’s largest and most
influential Multi-System Operators (MSOs), DEN has firmly secured
its dominance in all major cities, consistently setting new
standards in the industry. The company’s relentless pursuit of
excellence has been widely acknowledged, earning it ‘The Best MSO
Award, 2018’ at The Indian Telly: Technical, Trade and Programming
Awards 2018, the prestigious Most Outstanding MSO award 2017-18 and
also for Outstanding MSO Providing Technology & Service awarded
by ‘BCS Ratna Awards 2018’. DEN is the only cable TV network to
feature in 'The Brand Trust Report' in 2019, which is a testament
to the company's enduring commitment to building and maintaining
trust with its customers. These honours reflect DEN’s unwavering
commitment to enhancing the viewing experience for its customers.
As it continues to push boundaries and expand into new markets and
communities, DEN remains the industry’s gold standard, driven by a
vision of unparalleled excellence and innovation.
About Hathway
Hathway Digital is a leading multi-system operator in India that
provides cable television services across India . Known for its
commitment to quality and customer satisfaction, Hathway Digital
continues to innovate and expand its offerings to meet the evolving
needs of its diverse customer base. Its Parent Hathway has been
awarded the best MSO by the Indian Telly Awards for its quality
Cable TV and Broadband Internet Services nine times and the ‘Star
News Brand Excellence Awards for Brand Excellence in Digital
Products for Internet Services in 2011’. Hathway was voted as one
of the best-managed media companies in Asia in 2013, based on a
study conducted by EUROMONEY. In 2024, Hathway was awarded the Game
Changer award in the field of Video, broadband and Distribution
industry at the prestigious Video & Broadband Summit.
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Libby Fakier INVIDI Technologies media@invidi.com