The move will enable advertisers and their agencies can target Scotland-based viewers of programmes such as The Loch, X Factor, The Voice Kids, and live events such as the recent Scotland v England World Cup football using programmatic techniques, including private marketplaces as well as curated marketplaces and leveraging data to target specific audiences, according to SpotX.
STV was the first broadcaster in the UK to launch dynamic ad insertion to live channels in 2014, with SpotX partner Yospace. Since then it has developed a data strategy to allow its ad-inventory to now also be marketed programmatically.
The STV Player allows viewers to watch their TV programmes live and on catch-up free-of-charge within STV’s licence areas. This includes premium network content, geo-blocked to Scotland.
“STV is the leading digital media company in Scotland offering quality long-form content streamed online, on mobile and via Connected TV. The broadcaster has seen phenomenal growth in usage of the STV Player. Now it is moving forward with enabling agencies and advertisers to access this high quality, brand safe inventory programmatically,” said Leon Siotis, managing director, UK and southern Europe at SpotX.
“The move reflects STV’s agile and innovative approach, having been the first broadcaster in the UK to use digital ad insertion from Yospace across live simulcast programmes. This inventory will now be available programmatically on the SpotX platform.”
Paul Gidley, London business director of STV Commercial adds, “This decision to appoint SpotX reflects our investment in premium programming and news for Scotland. SpotX offers a leading technology platform enabling control, insight and transparency to help us manage our inventory holistically and benefit from increased demand for quality advertising inventory. We are looking forward to working with SpotX’s Demand Facilitation team in approaching pan-EMEA advertising agencies and participating in local marketing in order to grow the market together.”