HOOQ partners with video ad platform SpotX to power ad business across Southeast Asia
SpotX will provide ad tech solutions to power HOOQ’s regional advertising business across Indonesia, Thailand, Philippines, and Singapore
Global video advertising and monetization platform, SpotX announced a partnership with video on demand (VOD) streaming service HOOQ, to provide a full stack ad tech solution including ad server and SSP capabilities to power its regional advertising business across Indonesia, Thailand, the Philippines, and Singapore.
“We’re excited to be working with SpotX’s market-leading technology and service to ensure we can build a scaled programmatic advertising business, advanced audience-led solutions for advertisers, and a premium, personalized advertising experience for users,” said Vishal Dembla, Chief Commercial Officer at HOOQ. “Central to our advertising ambitions was the need to have a video-first ad server to optimize our inventory management, connection with a best-in-class SSP to access advertising demand along with advanced audience solutions, and brand safety capabilities.”
SpotX MD Gavin Buxton, added, “The global shift of TV consumption from linear, appointment viewing towards internet-enabled, OTT VOD services has been well documented. In Southeast Asia, OTT VOD consumption behaviour is very much mobile-first. SpotX is proud to be working with the leading OTT VOD platforms in the region, and HOOQ is spearheading the charge."
Buxton said that in Asia, there was higher price sensitivity when paying for OTT VOD services. “According to a recent Brightcove and SpotX study, 30 percent of the respondents surveyed across nine Asian markets wanted a free, ad-funded option for their OTT VOD service, with 21 percent who would consider a hybrid low payment with limited ads model. It is therefore critical for OTT VOD platforms to work with market-leading ad technology partners like SpotX who can deliver sophisticated, audience, data-led decisioning that appeals to advertisers along with ensuring a seamless advertising experience for the user,” he added.
OTT inventory is increasingly in demand as brands seek premium video environments as part of ongoing brand safety concerns.
Michael Beecroft, Chief Investment Officer, APAC, Group M, said, “As video becomes table stakes for most brands, it’s important to understand not all video is created equal. Short form social video has historically commanded the majority of spend but is not without its challenges. At GroupM, we’re excited to see the emergence of regional OTT players like HOOQ offering clients a way to diversify their video strategies to include premium long-form video environments where there is a highly engaged viewing experience.”
HOOQ will also benefit from SpotX’s recent certification for the IAB Tech Lab's Open Measurement Software Development Kit (OM SDK). The new integration helps facilitate third-party viewability and verification measurement for ads served within HOOQ without using multiple measurement provider SDKs.
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