CtrlShift inks deal with iflix for OTT integration and insight

Ad tech firm CtrlShift has completed its first step towards integrating the over-the-top (OTT) channel within its enterprise advertising software, The Hub. The latest update allows advertisers to tap into the ad inventory on iflix. Through this integration, marketers will be able to execute, view, edit, report and build goal-oriented and business critical insights on The Hub, using campaign metrics gathered via the OTT channel.

"Consumers accessing video content via OTT services on such devices enjoy the benefits of hyper personalisation and improved accessibility. With The Hub, marketers can now leverage OTT’s precise targeting capabilities to effectively reach audiences viewing premium, brand-safe content. We are thrilled to work with iflix who focus on local language content in developing markets, and offer our clients a much wider audience segment and inventory via The Hub, ensuring our position as a truly global platform” said Serm Teck Choon, CtrlShift’s Malaysia country head/head of product.

Serm added that through The Hub’s pre-evaluated and integrated DSPs, the curated OTT deals for clients delivered greater results with an average CTR of 3.15% and a completion rate of 78%. “We believe iflix provides a solid foundation for our OTT inventory and we will work towards offering more OTT channels in the near future,” added Serm.

“iflix employs thousands of data points across hundreds of traits and behaviours through its proprietary app every day to better understand user signals and measure engagement. Our integration with The Hub makes it easier for brands and marketers to leverage these insights and to align with premium local content and reach their preferred audience segments programmatically,” added Mark Britt, iflix co-founder and executive director.

On top of the OTT inventory, advertisers can also access a wide range of pre-integrated, world class platforms across search, social and programmatic, including Facebook, DV360, MediaMath, AppNexus, iPinYou, Verizon Media and Zemanta via The Hub.

CtrlShift chief executive officer Dominic Powers added that The Hub is "fast becoming an essential tool for brand and agency marketers as they look to scale and drive efficiency from budgets, no matter where they are spending to connect with audiences.”

The Hub serves a range of clientele, including agency trading desks and brands from the financial, technology, aviation and publishing sectors. The enterprise advertising software is available globally, serviced by offices in Singapore, Australia, Malaysia, and the UK.

It is currently predicted that the OTT video market will surpass US$200 billion by 2024, with 90% of that value fueled by subscription and advertising revenue, according to a new report by global tech market advisory firm, ABI Research. New services such as Disney+ and Apple TV+, coupled with aggressive pricing and packaging, and continued expansion by incumbents are pushing the subscription video on demand market to new heights. The report revealed that subscriptions in the Asia Pacific region have grown significantly, driven by key services such as iQIYI/Baidu, Tencent, Youku Tudou/Alibaba Group in China, and increasing opportunities in India.

The ongoing shift to OTT is predicted by the research report to create value for companies throughout the video value chain, including pay TV operators. In addition, the expansion of new technologies such as 5G, will also further present the market with new opportunities. According to the report, there is over 700 million OTT video in demand subscriptions in 2019, and the pay TV market has over one billion subscriptions. This shows that the attention paid to low latency video is testament to how OTT video is growing but also highlights the ongoing opportunities with live/linear programming.