Tata Play and ZEE Partnership on Addressable Ads Sparks Advertising Innovation

Tata Play has once again taken a significant step in its advertising innovation journey. This time, the DTH major has partnered with Zee Entertainment Enterprises Ltd (ZEEL) to further solidify its presence in the addressable TV advertising space.

What is Addressable TV Advertising?

Addressable TV advertising is a broadcasting technology that enables brands to serve different advertisements to different households even when all users are watching the same channel. This level of granularity is achieved through advanced data and technology integration, ensuring higher return on ad spends and personalised viewer experiences.

Launched by Tata Play in 2023, the technology reshapes traditional advertising dynamics, bridging the gap between television broadcasts and digital marketing strategies.

Tata Play and ZEEL Collaboration

Under this innovative partnership, ZEEL has agreed to enable Tata Play’s Addressable Ads tech across various popular entertainment properties throughout its channels. This includes integrating the feature across genres, timing slots, and regions, allowing deeper consumer segmentation at scale.

ZEEL’s widespread network and regional reach make it a vital partner in expanding the scope of addressable advertising in India. The inclusion will amplify the impact for advertisers and improve user relevance.

Read More: ZEE Entertainment Partners With Content Tech Startup Bullet!

Benefits for Advertisers

By leveraging this technology, advertisers can:

• Customise messaging to specific geographic or demographic segments
• Optimise marketing budgets for higher ROI
• Minimise wastage by avoiding untargeted audiences
• Leverage data insights for informed decision-making

The capability enables various industries such as FMCG, auto, and BFSI to harness DTH services as a key funnel in omnichannel strategies.

Growing Potential in Indian TV Advertising

With the Indian television advertising market growing at 6% CAGR and expected to cross ₹38,000 crore by 2026, innovations such as addressable ads are seen as vital for sustaining momentum. 

Indian broadcasters and DTH operators are increasingly embracing solutions that offer a mix of reach and precision, further narrowing the digital-traditional media divide. Platforms like Tata Play provide scale without losing relevance.

Market Impact and Industry Response

Industry analysts note that with Tata Play’s strong subscriber base and ZEEL’s massive viewer network, the duo can significantly accelerate market adoption of smart advertising content. 

Such tech is likely to appeal to brands looking for measurable insights and consumer engagement without overshooting budgets. On-ground responses from pilot campaigns done in FY24 have been promising.

Conclusion

Tata Play’s collaboration with ZEEL solidifies addressable TV advertising’s standing as the future of precise, data-rich broadcast marketing in India. The strategic partnership is set to redefine ad delivery models, enhancing control and efficacy for brands while contributing to a better viewer experience.

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