Astro Malaysia Holdings Berhad is to launch the first addressable TV advertising service in South East Asia in a partnership with Synamedia.
Advertisers will be able to show different ads to different households while they are watching the same program, based on data including location and demographics.
Astro will use Synamedia Iris’s unified addressable advertising platform, enabling advertisers to reach the top 50% of Malaysian households across live, streaming and catch-up in a single measurable campaign for the first time.
Euan Smith, CEO of TV and Group COO, Astro, said “Advertisers in Malaysia now have a scaled alternative to the prevailing dominant market model. And, for the first time, it will be viable for even local small businesses to access TV inventory, the most effective form of advertising.
Using Synamedia Iris’s unified addressable advertising platform, Astro will make it easy for advertisers to reach the top 50% of Malaysian households across live, streaming and catch-up in a single measurable campaign for the first time. This simplified approach improves campaign performance and maximises the value of advertising spend.
Delivered as a service, Synamedia Iris is a complete platform that supports ad management, targeting, ad decisioning and seamless insertion in broadcast and streaming content. Its audience measurement service includes ad measurement, impressions reporting, and performance tracking.
“TV advertising is now opening up to new audiences that can take advantage of Astro’s premium content, reach, rich customer data and reporting metrics. This first deployment of Synamedia Iris demonstrates Astro’s commitment to innovation and creative solutions as it monetizes its inventory and unlocks revenues,” said Paul Segre, CEO, Synamedia.
Addressable advertising will be available on the Astro GO streaming service in late 2021, followed by linear TV progressively on all set-top boxes through 2022.