Telia and media groups - TV4 Group, Discovery Networks and Modern Times Group (MTG) - have teamed up to launch a new targeted advertising initiative in Sweden.
The new solution that works on Telia's Play Service means that TV companies can customize the creative in real time in a brand new way. The audience is encountered by new and local advertising based on the screen used and where it is located. Advertising thus becomes both current and more relevant, said Telia.
The TV4 Group, Discovery, MTG and Telia have together developed a completely new solution for dynamically tailored TV commercials, which means that the advertisements can be customized based on any given opportunity in the operator's service.
The new solution used in Telia's Play Service can be customized in real time and ensures that it is more current advertising shown. The advertisement is based on approximate geographic area, channel, screen size like ipad, mobile or apple tv, and becomes more relevant to the viewer. The advertising solution also offers new opportunities for the digital advertising market.
The new advertising solution has already started on TV4 Group channels, and Discovery and MTG are on the go.
Jonas Haselberg, Head of Telia's Consumer Services
This does not mean that we will enter the advertising market, but the setup will enable us to offer our customers an even better and more attractive TV experience. We have also had a good cooperation that created an understanding between us as a TV supplier and rights owners.
