MUMBAI: 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 & 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 ad 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 diverse audiences. This solution will ensure anomalies of linear TV ads is addressed and they are delivered with the required advertiser’s customer profile cohorts. 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 ad campaigns.
Says Invidi Technologies chief operating officer Prasad Sanagavarapu: “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 optimise 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.”
Adds a Den representative: “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 ad 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 ad solutions and partnering with Invidi Technologies represents a major milestone in our commitment to delivering cutting-edge solutions to our advertisers,” points out a Hathway representative. “This partnership will redefine the ads 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 minimising 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 ad 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.
(Pix: courtesy Barc)
