Cloud TV Announces Partnership with India Today Group, Saregama, Fancode, and Ultra Jhakaas
Mumbai, 01st July 2024: Addressing the ever-evolving needs of viewers seeking a user-friendly and localized experience, Cloud TV, India’s first and only TV operating system, today announced its strategic partnership with India Today Group, Saregama, Fancode Sports App and Ultra Jhakaas Marathi OTT App. Building on its extensive content library, these partnerships will provide millions of Cloud TV users with additional free streaming news and music channels, as well as on-demand sports and entertainment content.
Cloud TV – a homegrown TV OS caters to the unique needs of Indian audience, by simplifying content discovery and, making it affordable for everyone. As part of this partnership, users with Smart TVs running Cloud TV OS will be able to stream popular news channels such as Aaj Tak, India Today and Good News Today; entertaining music channels like Saregama Music, Saregama Telugu, Saregama Hum Bhojpuri; and the entire content library of Ultra Jhakaas Marathi OTT app. Additionally, sports enthusiasts will gain access to live matches, reviews, and live scores across cricket, formula 1, football, hockey, golf and many other sports through the Fancode sports app.
Commenting on the recent partnerships, Abhijeet Rajpurohit, COO and Co-Founder, Cloud TV, expressed,
“At Cloud TV, our objective has always been to provide the best content for our users and expand the range of content offerings. With this new partnership, our users will be able to stream these free popular channels and on-demand OTT apps on their Smart TVs eliminating the need for expensive cable or other subscriptions. Through these collaborations, we hope to advance the digital entertainment sector and establish Cloud TV as the go-to platform for Smart TV brands who want to offer a content rich Smart TV experience to their users.”
To further elevate the user experience, Cloud TV recently rolled out a new software update, Cloud TV 3.0, specifically designed to enhance the Smart TV experience. This latest version introduces a range of enhanced features, including unique immersive UIs, and a voice assistant with regional language support. Additionally, the mobile remote app is rapidly becoming the preferred choice for the users, gradually replacing traditional TV remotes. This app simplifies content search, navigation, and interaction, and also functions as a voice remote, enhancing the overall user experience. This update enables Smart TV players to cater to their audiences and deliver superior digital entertainment to affordable households across India. With Cloud TV’s intuitive interface and user-friendly features, viewers can easily navigate through different channels, browse program schedules, and tailor their viewing experience according to their preferences.
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Netflix May Launch Free Ad-Supported Tier in Asia and Europe
Netflix is preparing to make a significant change to its subscription model, introducing a free, ad-supported plan in select Asian and European markets. This initiative is part of Netflix’s strategy to grow its user base and compete with local free TV providers. It aims to attract a wider audience by providing free access to its vast content library. Users will not need to pay for access to Netflix content and will be able to watch anything on the platform for free, albeit with advertisements, if this plan is implemented in India.
Netflix is launching free, ad-supported plan in Asia and Europe
A Bloomberg report claims that Netflix’s initiative is aimed at areas where free television networks with advertising are already widely available. According to the report, Netflix is just beginning to talk about this possible relocation. A free service with a restricted content selection was previously tested by the company in Kenya; however, that initiative was eventually abandoned. According to people with knowledge of the situation, the goal of this approach is to draw in more users and strengthen Netflix’s position against local free TV providers.
It is anticipated that the free tier will operate on a similar principle, offering a limited and curated library by concentrating on developed markets rather than developing ones, like Germany and Japan. Additionally, there’s a chance that the streaming resolution will decrease and that the number of ads will rise. The streaming service provider’s strategy to target expanding markets, which generate the majority of its revenue, is also highlighted in the report.
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What does it mean for advertisers?
Advertisers anticipate that the launch of a free plan will greatly increase viewership, which will increase Netflix’s ad revenue. The business is also working hard to create its own advertising technology platform, which it plans to introduce by the end of 2025. It is anticipated that the platform will provide advertisers with sophisticated tools for buying ads, obtaining data, and assessing the effectiveness of their campaigns, thus improving their overall advertising experience.
According to reports, Netflix’s ad-supported tier has seen a stunning increase in usage, with 40 million monthly active users worldwide—a sharp increase from five million users annually. This sharp increase highlights how well Netflix’s strategy of luring new customers with more affordable plans has worked. The business reportedly has no plans to introduce this free option in the US, where demand for its current models is already almost at capacity.
Netflix’s decision to launch a free, ad-supported tier
Amid fierce competition in the streaming market, where businesses are progressively providing bundles to entice users, the ad-supported tier is expanding. Netflix has made some adjustments to stay competitive, such as tougher policies against password sharing and price increases for multiple subscriptions. Since its November 2022 launch, Netflix’s ad-supported tier has seen significant growth in popularity, with 40% of all new sign-ups in countries where it is eligible. Netflix has announced plans to work with top players in the industry, including The Trade Desk, Google Display & Video 360, Magnite, and Microsoft, to improve user engagement and streamline automated ad buying. This tactical move seeks to provide customers creative ways to buy ads effectively.
In an ongoing effort to improve its advertising capabilities, Netflix has stated that it plans to launch an internal advertising technology platform by the end of 2025. With this initiative, clients will have access to cutting-edge tools for buying ads and increasing user engagement. At $6.99 a month, Netflix’s ad-supported subscription offers a competitive option compared to other streaming services.
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Viamedia Expands Into Streaming With Innovative Programmatic Ad Sales for Willow by Cricbuzz
Viamedia, the largest independent advertising rep firm in the U.S., announced a groundbreaking partnership with Willow by Cricbuzz, offering more live, streaming and on-demand cricket than any other sports service. As part of this partnership, Viamedia will provide programmatic ad sales representation for Willow by Cricbuzz. This marks a significant expansion for the company into the programmatic streaming space, promising a new era of growth and innovation for both Viamedia and Willow by Cricbuzz.
Viamedia will completely transform the ad inventory management for Willow by Cricbuzz, leveraging its advanced suite of programmatic technologies. This strategic move allows the company to offer its advertising spaces through modern, automated channels, surpassing traditional direct ad sales. Implementing these sophisticated programmatic strategies is poised to significantly enhance the accuracy, efficiency and revenue potential of each streaming service’s programmatic ad sales, setting a new standard for the industry. Advertisers can expect improved targeting, increased reach, and higher ROI from their ad campaigns.
David Solomon, CEO of Viamedia said,
“Viamedia’s strategic partnership with Willow by Cricbuzz signifies a major advancement into the streaming media landscape,”
“Our profound expertise in ad sales places us at the cutting edge of digital advertising evolution and positions our partners for unprecedented success. By integrating programmatic technology, we are redefining the reach and precision of advertising and enhancing revenue streams, setting a new pace for innovation in the advertising industry and expanding our footprint in the programmatic streaming sector.”
Todd Myers, COO of Willow by Cricbuzz said,
“We couldn’t be more excited to partner with Viamedia and leverage their expertise to enhance our ad sales strategy,”
“Viamedia’s advanced programmatic capabilities will streamline our ad sales process and provide our advertisers with more precise targeting options. This partnership will drive substantial growth for our platform and ensure our audiences receive the most pertinent content.”
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House of the Dragon S2 to Premier Exclusively on JioCinema in India in English, Hindi, Tamil, Telugu, Kannada, Bengali, and Marathi Trailer Out Now
15th May, 2024, National; The bloodbath is all set to begin! JioCinema has announced the official trailer of the global hit HBO series HOUSE OF THE DRAGON S2. Streaming exclusively on JioCinema Premium, House of the Dragon S2 will be available in English, Hindi, Tamil, Telugu, Kannada, Bengali, and Marathi, starting June 17th, with episodes dropping weekly every Monday, along with the US.
read more: Tata Play and Amazon Prime Collaborate to Offer Prime Benefits to Viewers Across TV and OTT
Based on George R.R. Martin’s “Fire & Blood,” the series tells the story of House Targaryen, following the tumultuous power struggles within the noble family as they navigate political intrigue, familial rivalries, and the looming threat of civil war in their quest to reclaim the Iron Throne. Set in a world of dragons and dynasties, the series explores the complex dynamics of ambition, loyalty, and betrayal as key figures vie for control over the Seven Kingdoms.
Starring Matt Smith, Olivia Cooke, Emma D’Arcy, Eve Best, Steve Toussaint, Fabien Frankel, Ewan Mitchell, Tom Glynn-Carney, Sonoya Mizuno, and Rhys Ifans. Additional returning cast includes Harry Collett, Bethany Antonia, Phoebe Campbell, Phia Saban, Jefferson Hall, and Matthew Needham, the new season will see Abubakar Salim, Gayle Rankin, Freddie Fox, Simon Russell Beale, Clinton Liberty, Jamie Kenna, Kieran Bew, Tom Bennett, Tom Taylor, and Vincent Regan.
In addition to House of the Dragon S2, JioCinema Premium unlocks access to a plethora of top international content in local languages, wholesome Kids & Family entertainment, genre-defining originals, blockbuster movies, and exclusive before-TV premieres and live channels, in up to 4K quality, all at just Rs. 29/month for a single device or Rs. 89/month for up to 4 simultaneous screens.
read more: Carat India Wins Waaree Energies Media Mandate
Tata Play and Amazon Prime Collaborate to Offer Prime Benefits to Viewers Across TV and OTT
● As part of its DTH & Binge packs, Tata Play will offer Prime Lite subscription which provides access to Prime Video’s extensive content library, as well as free unlimited same day delivery across 1M+ products and next day delivery across 4M+ products on Amazon
● Prime Lite with Tata Play is available on TV packs starting at INR 199 per month on Tata Play DTH
● On Tata Play Binge, viewers can enjoy benefits of Prime Lite with Tata Play, along with 6 other OTT apps, through new packs starting at INR 199 per month
MUMBAI, India—May 14, 2024— Leading content distribution platform, Tata Play, has joined hands with Amazon Prime to offer Tata Play DTH and Tata Play Binge customers multiple ways to access Prime Video’s blockbuster content. Tata Play DTH subscribers can now choose from multiple packs starting from INR 199 per month, that offer a variety of their favourite TV channels along with Prime Lite with Tata Play. In addition, Binge subscribers can enjoy Prime Lite with Tata Play along with 30+ other popular apps at various price points. At INR 199 per month, users can subscribe to 6 OTT apps, including Prime Video, from a list of 33 apps, or can subscribe to all 33, including Prime Video at INR 349 per month.
The new price plans from Tata Play Binge put the freedom of choice in the hands of its audience to make their own OTT packs. Prime Video’s addition to the league of 30+ national, international, and regional apps on Tata Play Binge aims to further elevate content bingeing into an even more indulgent experience, all in one convenient location across languages, genres, and devices.
This extensive collaboration between Tata Play and Amazon Prime is dedicated to offering comprehensive value to the customers, ensuring they enjoy video, shipping and shopping benefits. Consumers can enjoy the full selection of amazing shows and movies on Prime Video including the highly popular Original series like Panchayat, Mirzapur, The Family Man, Dhootha, Inspector Rishi, Farzi, Dahaad, Made in Heaven, Indian Police Force, Suzhal – The Vortex, Dil Dosti Dilemma, Poacher, among others, blockbuster movies like Pathaan, Jailer, Ponniyin Selvan I & II, Rocky Aur Rani Kii Prem Kahaani, Tiger 3, Kantara, Mast Mein Rehne Ka, Maja Ma, Bawaal, Pippa, Captain Miller, Teri Baaton Mein Aisa Uljha Jiya, and many more, along with international series and movies like Fallout, Citadel, The Lord of The Rings: The Rings of Power, The Idea of You, The Boys, Jack Ryan, Reacher, to name a few. This is in addition to other Prime Lite benefits like, free unlimited same day delivery across 1M+ products and next day delivery across 4M+ products, prime early access & exclusive deals and 5% cashback on Amazon Pay ICICI Bank Credit Card while on shopping on Amazon.
“While on the one hand, Tata Play’s robust content distribution network will help in expanding Amazon Prime’s outreach to newer audience segments, on the other, addition of Prime Lite Membership with Tata Play will make Binge a more compelling proposition,”
– said Harit Nagpal, Managing Director and CEO, Tata Play, on this first-of-its-kind partnership.
“At Prime Video, our mission is to super-serve our customers with the best of entertainment, and we are constantly looking at ways to strengthen our distribution to ensure wider availability of our much-loved movies and series,”
– said Gaurav Gandhi, vice president, APAC & MENA, Prime Video. “The collaboration with Tata Play provides its DTH and digital customers seamless access to Prime Video’s full selection of content, as well as Prime Lite benefits like unlimited free shopping & shipping of ‘Same-day/Next-Day’ delivery, Prime exclusive deals and much more. We look forward to working with Tata Play to make premium entertainment even more accessible to customers in India.”
Amazon Prime and Tata Play – Plans & Benefits |
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DTH Packs and Prime Lite with Tata Play |
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Prime Lite with Tata Play Binge |
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In addition to the above new plans, DTH customers can also subscribe to the annual subscription of Amazon Prime through Tata Play DTH at an attractive limited time introductory offer, and gain access to Prime Video, free shipping/ shopping benefits, Amazon Music, Prime Reading, Prime Gaming etc., and access through 5 devices.
About Tata Play
Tata Play Limited (formerly known as Tata Sky Limited) was incorporated in 2001. It commenced its DTH operations in 2006. Tata Play is a part of the TATA Group. It is the market leader in the DTH category as per revenue for Fiscal 2022 and is one of India’s leading content distribution platforms providing Pay TV and OTT services.
Tata Play Limited launched PVR (Personal Video Recorder) technology in 2008. This was followed by the launch of Hindi Programming Guide, Video-On-Demand services, DIY video library and Smart Guide feature that personalizes content recommendation on TV. Tata Play
VOD library allows subscribers access to over 3000 titles. Tata Play mobile app enables on- the-go viewing experience from linear channels, remote recording facility on HD-PVR set top boxes and offers TVOD model for movies.
Tata Play has more than 40 platform services that are available at an additional monthly fee. New broadcast channels and platform services across genres and languages get added to the DTH offering regularly to enrich the entertainment needs of the audiences.
In 2019, Tata Play forayed into OTT aggregation with the introduction of Tata Play Binge. Tata play Binge is a unique platform that brings diverse and popular OTT apps on a single user interface while providing the benefit of single subscription and single payment. It can be
accessed through the Tata Play edition of Amazon Fire TV Stick, Tata Play Binge+ Smart set top box powered by Android TV and Tata Play Binge mobile app. Access to Tata Play Binge mobile app does not require Tata Play DTH connection and is available for download on all smartphones.
Tata Play has made entertainment further convenient and consumer friendly with the introduction of Tata Play Binge Combos – an inventive bundled offering that brings the best of direct-to-home channels and OTT apps in one integrated pack for the subscribers.
Tata Play has invested in advanced digital infrastructure to provide superior technology services and offerings. It has 24×7 high-end call centers in 12 languages across the country, manned by multi-lingual customer service associates to offer professional and efficient customer service.
Tata Play has PAN-India footprint, with more than 22 million connections.
TATA® and TATA PLAY® are registered trademarks of Tata Sons Private Limited, used under License
by Tata Play Limited.
ABOUT AMAZON PRIME
Amazon Prime is designed to make your life better every single day as it provides the best of shopping, savings, and entertainment in one single membership. In India, members get free same day delivery across 1M+ products and next day delivery across 4M+ products, unlimited 5% cashback on all purchases using their co-branded ICICI credit card, access to exclusive deals, early and exclusive access to our shopping events including Prime Day. Amazon Prime also provides unlimited access to award-winning movies & TV shows with Prime Video, unlimited access to more than 100 million songs, ad-free and over 15 million podcast episodes with Amazon Music, a free rotating selection of more than 3,000 e-books, magazines and comics with Prime Reading and access to the monthly free-in game content and benefits with Prime Gaming. Visit amazon.in/prime to join Prime now.
ABOUT PRIME VIDEO
Prime Video is a premium streaming service that offers Prime members a collection of award-winning Amazon Originals, thousands of movies and TV shows—all with the ease of finding what they love to watch in one place.
Prime Video is just one of the many benefits of a Prime membership, available for just ₹1499/ year. Amazon Prime is designed to make your life better every single day as it provides the best of shopping, savings, and entertainment in one single membership. In India, members get Free Same-day/1-day delivery on eligible items, access to exclusive deals, early access to shopping events, exclusive access to our global shopping event Prime Day; and unlimited access to award-winning movies & TV shows with Prime Video, unlimited access to more than 100 million songs, ad-free and millions of podcast episodes with Amazon Music, a free rotating selection of more than 3,000 books, magazines and comics with Prime Reading, access to monthly free-in game and benefits with Prime Gaming. Prime members can also earn unlimited 5% cashback on all purchases on Amazon.in using the Amazon Pay ICICI Bank credit card i.e., Co-Branded Credit Card (CBCC) as compared to 3% for customers without Prime membership. Go to www.amazon.in/prime to learn more about Prime.
● Included with Prime Video: Thousands of acclaimed TV shows and movies across languages and geographies, including Indian films such as Shershaah, Soorarai Pottru, Sardar Udham, Bawaal, Gehraiyaan, Jai Bhim, Jalsa, Shakuntala Devi, Sherni, Narappa, Sarpatta Parambarai, Kuruthi, Joji, Malik, Pippa and #HOME, along with Indian-produced Amazon Original series like Indian Police Force, Farzi, The Family Man, Mirzapur, Dhootha, Jubilee, Dahaad, Made in Heaven, Panchayat, Jee Karda, Adhura, Four More Shots Please!, Mumbai Diaries, Suzhal – The Vortex, Sweet Kaaram Coffee, Modern Love, Paatal Lok, Bandish Bandits, Cinema Marte Dum Tak, AP Dhillon: First of a Kind, Rainbow Rishta, Wedding.con, Mission Start Ab and Amazon Original movies like Maja Ma, Ammu, Mast Mein Rehne Ka, among others. Also included are popular global Originals like Citadel, The Lord of The Rings: The Rings of Power, Reacher, Tom Clancy's Jack Ryan, The Boys, Hunters, Fleabag, The Marvelous Mrs. Maisel, The Wheel of Time and many more, available for unlimited streaming as part of a Prime membership. Prime Video includes content across Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, Malayalam, Punjabi, and Bengali.
● Instant Access: Prime Members can watch anywhere, anytime on the Prime Video app for smart TVs, mobile devices, Fire TV, Fire TV stick, Fire tablets, Apple TV, and multiple gaming devices. Prime Video is also available to consumers through Airtel and Vodafone pre-paid and post-paid subscription plans. In the Prime Video app, Prime members can download episodes on their mobile devices and tablets and watch anywhere offline at no additional cost.
● Enhanced experiences: Make the most of every viewing with 4K Ultra HD- and High Dynamic Range (HDR)-compatible content. Go behind the scenes of your favourite movies and TV shows with exclusive X-Ray access, powered by IMDb. Save it for later with select mobile downloads for offline viewing.
● Video Entertainment Marketplace: In addition to a Prime Video subscription, customers can also purchase add-on subscriptions to other streaming services, as well as, get rental access to movies on Prime Video.
● Prime Video Channels: Prime Video Channels offers friction-free and convenient access to a wide range of premium content from multiple video streaming services all available at a single destination – Prime Video website and apps. Prime Members can buy add-on subscriptions and enjoy a hassle-free entertainment experience, simplified discovery, frictionless payments, and more.
● Rent: Consumers can enjoy even more movies from new releases to classic favourites, available to rent – no Prime membership required. View titles available by visiting primevideo.com/store. The rental destination can be accessed via the STORE tab on primevideo.com and the Prime Video app on Android smart phones, smart-TVs, connected STBs, and Fire TV stick.
Roku and The Trade Desk Announce New Data-Driven TV Streaming Partnership
SAN JOSE, Calif. Roku, the #1 TV streaming platform in the U.S.*, announced plans for a new data-driven TV streaming partnership with The Trade Desk, the largest independent global advertising technology leader, to equip advertisers with better planning, buying, and measurement of TV streaming media. Roku plans to empower advertisers using The Trade Desk with the ability to leverage Roku Media and audience and behavioral data, so that The Trade Desk customers can better understand and optimize their campaigns for TV streaming viewers.
As the TV streaming ecosystem grows increasingly crowded and complex, advertisers are looking for the most efficient and performant way to cut through the noise and reach viewers at scale. By leveraging Roku’s automatic content recognition data, advertisers using The Trade Desk can suppress incremental households that have seen their linear TV ads — a capability advertisers have had directly with Roku, now available in an independent media buying platform on Roku Media. Through Roku’s more than 81M Streaming Households, advertisers can find meaningful outcomes through scale, premium inventory, and optimization capabilities that will help efficiently maximize ad spend.
Read more: Amazon Prime Video Unveils MGM+ on Prime Video Channels in India
“Matching Roku’s reach with the power of The Trade Desk’s innovative solutions will unlock new ways for marketers to reach the right TV streaming audiences strategically,” said Jay Askinasi, SVP, Head of Global Media Revenue and Growth, Roku. “We strive to be even more interoperable with the most prevalent buying platforms in the market to meet our advertisers where they are. It’s simple to use and highly effective at reducing waste for buyers, and it will improve the ad experience for our millions of viewers.”
“CTV has emerged as one of the most powerful digital advertising channels on the open internet, and this new partnership with Roku will enable The Trade Desk’s clients to put valuable new data insights to work and fully optimize their campaigns,” said Jed Dederick, Chief Revenue Officer, The Trade Desk. “We are excited by Roku’s focus on interoperability and thrilled to forge a closer partnership as we bring the full power of the open internet to bear for all advertisers.”
The partnership is intended to provide The Trade Desk customers with the ability to leverage Roku audience and behavioral data on Roku Media. Advertisers can access Roku Media through a range of options in The Trade Desk in a private marketplace.
About Roku
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
Marks included in this press release are trademarks or registered trademarks of Roku, Inc. in the U.S. and in other countries. Tradenames, trademarks, and services marks of other companies appearing in this press release are the property of their respective holders.
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Fox Partners With Magnite To Boost Programmatic Campaigns
Fox teams up with leading supply-side platform (SSP) Magnite to boost programmatic for OneFox, a platform that allows advertisers to buy inventory across Fox’s various media assets.
Magnite is FOX’s exclusive launch partner (e.g. seller) for its OneFOX platform. The company will build custom technology to streamline the buying process for Fox. Advertisers can create one unified programmatic-guaranteed plan to deliver their private marketplace and programmatic campaigns across Fox’s entire portfolio, including Tubi, their FAST streaming aggregator service and anchor of the streaming strategy. Furthermore, advertisers can plan easier, since they only need to deal with one vendor for PMP and programmatic guaranteed campaigns across FOX properties.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
And that’s what they said
Dan Callahan, SVP Data Strategy and Sales Innovation at Fox Corporation said,
“In unifying our vast library of assets, we recognized the need to identify the right technology provider who could help deliver our premium inventory to advertisers.
Magnite’s programmatic expertise and industry-leading technology make them the perfect fit to connect buyers with FOX audiences across all our properties. We have been impressed by what Magnite has created to support our inventory monetization efforts and look forward to the growth of our relationship.”
Mike Laband, SVP, Programmatic Platforms at Magnite said,
“With OneFOX, FOX has consolidated its large audience footprint and as viewers shift to CTV and OTT, buyers have increasingly turned their attention to programmatic as a way to reach these audiences with greater efficiency.
We look forward to building out technology to support this shift and streamline access to FOX’s suite of premium inventory for advertisers.”
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
Roku Is The New Player: A Look At Its Data Clean Room Strategy
Not to be left out, Roku this week dove into the data clean room. It will offer brands and agencies a way to collaborate with them using encrypted first-party data. The concept — built for streaming television — is intended to make planning and measuring campaigns easier without the use of cookies. With agency partners, Omnicom Media Group, Horizon Media, and Dentsu, the streaming TV platform announced the launch of its proprietary clean room offering. The product is based on Snowflake’s media and ad tech cloud data infrastructure.
A clean room is a place where publishers, platforms, and brands can safely and securely share first-party data in a way that can improve advertising effectiveness while still exerting strict controls over user privacy.
Interesting Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
Purpose-built for TV streaming
Roku’s clean room is purpose-built for TV streaming. The planning and measurement capabilities make it the only clean room to use audience data and linear TV data from direct consumer relationships on Roku, America’s No. 1 TV streaming platform.
The company explained in the press release to start with, an advertiser loads their data into a secure environment. Roku’s data clean room creates a secure connection between Roku data and the advertiser’s data. This enables brands to match their own data to Roku’s without sharing or exposing any personally identifiable information, all while protecting Roku users from direct identification. Advertisers can then query matched data and run their analysis within Roku’s clean room to understand potential campaign reach, current audience delivery, and advertising impact on product sales and sign-ups. OneView is also directly integrated with Roku’s clean room. Roku’s omnichannel demand-side platform (DSP) allows them to reach their audience across CTV, display, and mobile.
A look into Roku’s clean room
For instance, Foursquare, a leading location technology platform is a measurement and data partner for Roku’s clean room. The brands can better personalize and attribute their ad campaigns in OneView across devices and platforms.
The company’s first-party location data could be combined with Roku’s to target households in a certain area watching lifestyle and food programs or have people between the ages of 20 and 40 living there. Foursquare will provide the mobile location, but Roku can give behavioral and basic demographic information.
With a clean room, it is possible to match Roku-to-Foursquare audiences, but complex tracking can be layered into the campaign as well. Advertisers can use Roku data and Foursquare data to hone in on an anonymized audience segment in an area that meets their target requirements, then target that segment on Roku.
However, that is a one-time action item. If the advertiser wants to repeat the same activity a year after then it will have to resync the data as well as create a new list for a similar but distinct segment. On the contrary, in a clean room environment, the same type of audiences can be tracked over the years to understand sales and conversions. They can also determine what kind of streaming content causes transactions. This is advantageous for advertisers because a typical Roku ad purchase cannot be segmented based on the content viewed.
Interesting Read: End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
Roku jumping on the bandwagon
The timing is not by chance. During the TV upfronts next month, Roku plans to test out several new services, including its clean room, with major advertisers. In a soon-to-be cookie-less world, data clean rooms are crucial to measuring advertising effectively. Louqman Parampath, VP of Product Management, Roku which has 60 million active accounts said,
The future of TV advertising won’t rely on fragile cookies or consortiums, but on direct connection with actual consumers. We are thrilled to help marketers accelerate their shift to TV streaming by putting privacy and transparency first.
He also added that cleanrooms are in the early stages, but are actively running campaigns.
We believe over time this will be the way first-party data will be used for connected TV.
Although the clean room isn’t a Nielsen alternative – advertisers and broadcasters are experimenting with alternate currencies and methods for measuring TV campaigns. It is perfectly positioned to fit into the trend of new TV attribution models.
Interesting Read: Disney Launches Clean Room For Marketers’ First-Party Data Needs