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myTV SUPER celebrates second birthday with huge growth and brand new DMP

myTV SUPER turns two this year, and has reached a number of milestones to accompany the celebration. The platform has amassed more than 5 million subscribers, making it the biggest OTT provider in Hong Kong ­ and that number is still growing by about 10,000 per week.

“We expected it to plateau, but the number just keeps growing,” Benjamin Li, head of online advertising sales, myTV SUPER said.

More than one million households now have a set­top box for myTV SUPER, accounting for half of all households in Hong Kong, which collectively tune in for some 26 million streams per week. And this amounts to 20 million hours of watched content per week, not least because of the type of content.  With the scale and pace of its development, the company is confident that myTV SUPER will continue to maintain its leading position in the local OTT market

“Our content is long­form,” Li explained. “At least 30 minutes long, with most programmes coming in at 45 minutes.”

While TVB Jade is still the most widely watched TV station by ratings in Hong Kong, myTV SUPER is coming in as a close second, and that means that the platform can serve to extend reach for advertisers.

While TVB Jade has an enormous reach of 70% in the 4+ target group, myTV SUPER Set­Top­Box can add an additional 5.5% reach that doesn’t overlap with the free­to­air channel ­ and this number is comparable across target audiences ­ especially in the younger age segments, and it doesn’t include the 4.8M App and Web users.

And that’s not all it has to offer. While myTV SUPER shares all of the benefits (such as massive reach and a dedicated audience) of traditional television, it has the added benefit of being digital ­ which results in the ability to track, target and remarket different segments and audiences across programmes, generating much better value for money ­ and being from  top to bottom of the funnel, providing reach and conversions with high viewability (70%), high completion rate (97%) and in a brand­safe environment.

To better facilitate advertisers looking to maximise the impact of TV content, myTV SUPER not only offers a variety of skippable and non­skippable or any dynamic ad formats, it has a wealth of first­party data to facilitate laser­precision targeting through its new DMP.

Built in partnership with Nielsen, the DMP is the first iteration of its kind in Asia and allows the integration of owned marketing data ­ such as for example matching loyalty programme members with which programmes they’re watching, or offering access to highly targeted segments of the population on different programmes. This includes highly accurate audience data across a myriad of consumer traits gathered from both first and third party data, including purchase consideration and shopping behaviour, as well as the ability to personalise messages across brand interactions.

This article was brought to you by: myTV SUPER

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