SpotX, the video advertising and monetisation platform, has announced a strategic partnership with Dutch music television network XITE, a provider of personalised music television services. The collaboration with SpotX enables XITE to launch a programmatic advertising solution for linear TV, with the benefits of advanced targeting capabilities.
XITE Networks’ partnership with SpotX opens up new opportunities for media buyers who are looking for cost-effective ways to reach their audiences at scale, tactics that were unaffordable to most buyers in traditional advertising. SpotX allows media buyers to purchase advertising campaigns for digital television in a targeted manner based on gender, geography and music preference.
“Advertisers want to reach more specific audiences across all screens and we want to deliver on those targets. What started as a modest step, now seems to be a revolutionary way of purchasing advertising for multiple screens. We’re excited to collaborate with SpotX on empowering media buyers to leverage ads to target viewers based on content consumption , all the while improving the user experience. This step is a true evolution from audience-based planning to audience-based buying across the television ecosystem. I’m proud that together with SpotX we have developed an integrated approach from an audience-first perspective that ensures effective and efficient advertising campaigns,” said XITE Founder and CEO Derk Nijssen.
“Like XITE, we aim for a personalised future that revolves around the viewer. The fact that we have managed to expand the targeting possibilities in just a relatively short period of six months from just the various music channels and specific time periods according to gender, age and music preferences, shows that programmatic advertising can and will be the future for TV – a future in which the consumers’ personal preferences come first,” said Elwin Gastelaars, Managing Director at SpotX Benelux.
XITE users can search for videos, create their own music video channel, watch curated channels, and like and/or skip videos, enabling the product to learn the viewer’s preferences by automatically jumping to the interactive environment on the set-top box and informing algorithms. The algorithms are then used by SpotX to build audience segments for targeted advertising which allows for targeted, personalised ads, measurement of audience engagement, and audience-based buying on linear TV.