Invidi, Foxtel deal marks milestone for Australian addressable TV | Infrastructure | News | Rapid TV News
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In what is said to be the first time such capability is available through all delivery systems in the country, Invidi Technologies and Foxtel have entered into a licensing agreement bringing addressable TV to Australian viewers, advertisers, distributors and programmers.

FOXTEL logo 10 August 2017Foxtel has 2.3 million pay-TV subscribers in Australia receiving television programming through satellite and IP linear streams through video-on-demand. Invidi believes that addressability has revolutionised the TV industry by making viewing a more satisfying experience, allowing marketers to reach their target audiences without wasting impressions and by greatly enhancing the value of advertising inventory for distributors and programmers.

The agreement with Foxtel will allow the pay-TV firm’s satellite-delivered linear content to target advertising insertion by internet protocol (IP) ads locally inserted into its satellite-delivered content as it plays on the viewer’s television. The technology deployment also includes other local linear satellite content such as rewind buffer and recordings. It also marks the first time anywhere that advertisers will control reach, frequency and ad separation across three delivery systems – linear, satellite and OTT. Additionally, the agreement entitles Foxtel to use Invidi’s proprietary technology to serve TV commercials relevant to each household independent of media type.

Invidi says that the advertising experience will be completely transparent to viewers who will receive television advertising informed by their own interests and buying habits through a privacy-protected methodology. Said company CEO Dave Downey: “We’re very excited about reaching this agreement... not only does it bring addressable television to Australia for the first time but it also demonstrates the versatility of our proprietary technology through its ability to provide addressability through not just one but several delivery systems.”

Foxtel CEO Peter Tonagh remarked that his company would now have the only household-targeted, brand-safe, full-screen, sound-on video offering for advertisers in Australia. “[We have] chosen Invidi as our addressable technology partner due to their unparalleled experience and market leadership in the addressable space,” he said. “We know addressability will help us to connect our customers to more of the content they love, and along with the financial benefits demonstrated through addressable advertising in the US and other markets we are looking forward to introducing this innovation to the Australian market. It’s a really powerful tool that’s unique to Foxtel in the market. Intelligent content discovery through data is a must-have today; our ability to show customers content we know they’ll love is a competitive advantage.”