Invidi Technologies and Foxtel announced today they have entered into a licensing agreement bringing addressable television to Australia across satellite-delivered, IP and Internet delivered content. This marks the first time the benefits of Invidi’s addressable technology will be available in Australia to viewers, advertisers, distributors and programmers. Significantly, this is also the first time anywhere that advertisers will control reach, frequency and ad separation across three delivery systems – linear, satellite and OTT.
This agreement will allow Foxtel’s satellite-delivered linear content to target insertion by IP ads locally inserted into Foxtel’s satellite-delivered content as it plays on the viewer’s television. This technology deployment also includes other local linear satellite content such as rewind buffer and recordings.
Peter Tonagh, CEO of Foxtel said “Foxtel has chosen Invidi as our addressable technology partner due to their unparalleled experience and market leadership in the addressable space. 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,” he said. “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.” Tonagh said Foxtel will have the only “household-targeted, brand-safe, full-screen, sound-on video offering for advertisers in Australia.”