Astro unveils addressable ad service

Astro Malaysia has launched its addressable ad service which will leverage its first-party data. Through this, Astro said advertisers and brands will be able to showcase different advertisements to different households who are watching the same programme.

Astro Addressable Advertising combines the scale of attention and emotional engagement of TV with targeting and campaign measurement focusing on the audience, delivered at scale in a premium brand-safe environment. According to the company, its platform-agnostic strategy generates a holistic view of its customers' video consumption habits across linear TV, VOD and Astro GO. The service has been rolled out across VOD on Astro GO and Ultra and Ulti Boxes since November 2021, with linear addressable launching in stages this June 2022.

Astro's group CEO Henry Tan said that as part of the company's transformation plan to deliver an all-new Astro experience, it is reinventing its advertising proposition to make it attractive for marketers in an increasingly digital-dominated advertising world.

"We are excited to usher in Astro Addressable Advertising that merges the best of TV’s emotional persuasive power with smart data presenting new opportunities for marketers by creating a better, more personal TV experience," he added.

Meanwhile, Astro's group CFO Shafiq Abdul Jabbar, who also oversees data and advertising for the group said with the increased targeting capabilities of data-driven TV, Astro Addressable Advertising can scale to suit various industries and business sizes, and for the first time, made it possible for SMEs to access TV inventory.  

On linear TV, the group said it has a viewership share of 72%, with average daily viewers of 11.3 million and average daily time spent of 187 minutes. On VOD, videos streamed on its connected boxes jumped 2.4 times year-on-year to 530 million while average weekly viewing time increased by 17% year-on-year to 693 minutes. At the same time, Astro GO has 919k monthly active users while average weekly viewing time increased by 27% year-on-year to 244 minutes.

Photo courtesy: 123RF

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