SPB TV, a provider of technology solutions for mobile, IP and OTT TV has joined forces with Tafi Media, an international mobile TV advertising agency, to launch a global OTT and mobile TV ad server.
The announcement was made at this year’s Mobile World Congress in Barcelona.
The server is a one-stop shop for ad space on the TV services of SPB TV and its partners, with an overall customer base of over 25 million subscribers worldwide. The deal follows a year of collaboration between the two companies, which saw Tafi Media arrange successful ad campaigns for large advertising aggregators including Video International, Smaato, Inneractive and Taptica.
The server allows any company or person to launch a campaign on the SPB TV multiscreen service, set targeting and pricing parameters and track the impact of the messages. It features an intuitive user interface, a system of real-time bidding and supports VAST (Video Ad Serving Template), the industry standard for video advertising developed by IAB, which ensures video advertising playback across all VAST-compliant video players. SPB TV supports banner and video ads, both pre rolled and in-stream.
“The advertising model was long ago established as the most straightforward and effective model of monetizing video content in broadcast,” explains CEO of SPB TV Kirill Philippov. “But for OTT and mobile TV, where most providers are used to paid subscriptions, it still seems new and challenging. We are convinced that highly-targeted advertising is the best way to maximize TV service revenues and provide premium TV content to the subscribers for free. And in proving this, we have great confidence in Tafi Media, a company with a unique track-record and expertise in OTT TV advertising.”
Over 20 TV channels have agreed to provide their content to SPB TV with no subscription fees but monetised through targeted ads.