HKT's Now TV has implemented Viaccess-Orca's AI-driven Targeted TV Advertising solution to deliver more personalized advertisements to its IPTV subscribers. This partnership is designed to enhance the viewing experience while increasing revenue opportunities.
Personalized Ads Enhance Engagement
The targeted advertising solution uses a combination of first-party data, inferred segments based on viewer habits, and third-party contributions to provide highly tailored ad content. The system features a predictive pre-fetching mechanism that allows Now TV to insert individually customized ads during live broadcasts without disrupting the viewing experience.
Control Over Advertising Experience
Derek Choi, Managing Director of Consumer Marketing and Pay TV at HKT, stated, “Viaccess-Orca’s solution enables us to deliver highly effective advertising and hyper-personalized streaming experiences to our subscribers. This partnership is a significant step towards improving viewer engagement for Now TV.” Plans are in place to extend this addressable TV feature to OTT viewers as well.
Adaptability and Granularity
The solution allows Now TV to offer various ad formats, including live ad replacements during live content. By implementing rules at both the content and offering levels, Viaccess-Orca provides granular control over the advertising experience, ensuring high-quality ads that align with viewer preferences.
Industry Expertise
Dokyung Lee, Vice President of Sales and Business Development APAC at Viaccess-Orca, commented, “Adopting our solution, Now TV can achieve optimal monetization, viewer experience, and reach for targeted TV advertising across its IPTV and OTT services.” Viaccess-Orca’s cloud-native solutions are designed for easy integration with existing ecosystems and rapid deployment of new features.