South African pay TV operator MultiChoice’s ad sales arm, DStv Media Sales, has tapped design and technology services provider Tata Elxsi to consult and collaboratively deliver an integrated platform for linear and digital ad sales workflows.
DStv Media Sales specializes in advertising on DStv’s digital platforms, linear channels, and GOtv. Its business is based on helping international and local companies reach a larger audience across Africa and expand their brand presence with platforms and advertising.
Tata Elxsi said that the technology platform put in place by the pair supports the ad sales process, from media insights and analytics, bespoke campaign design and budget allocation, to campaign management, optimisation, and post-campaign expenditure analysis.
The consulting team at Tata Elxsi helped develop a custom programmatic trading portal to enable its specialists, brand managers and media planners to develop and deploy omni-channel advertising campaigns, according to the company.
The programme was planned and implemented in multiple stages to enable integration with both linear and digital platforms, according to Tata Elxsi, which added that its platform implements AI-based technologies to assist price modelling, and provides insights and analytics to optimise campaign outcomes.
“DStv media sales has always been deliberate about driving change within the advertising marketplace. This latest innovation is a way to help us transform. As Africa’s most loved storyteller, we are excited about the long-term prospects of the business and the opportunities advertisers can experience from our Ad media platform. Tata Elxsi been a key partner in helping us transform how we engage with advertisers and brands to maximise campaign outcomes and reach their target audiences, all through a transparent and easy digitally enabled platform and process.” said Fahmeeda Cassim Surtee, CEO at DStv Media Sales, MultiChoice Group.
“DStv Media Sales focus has been on digitalization as the essential means to ensure our business operates efficiently, saves cost, and consistently delivers superior customer experience. As a strategic transformation and innovation partner, Tata Elxsi continues to conceptualise and implement solutions such as Shoppable TV, Advanced AI Based pricing modelling, and more, to ensure we are constantly innovating and making DStv the advertising platform of choice in the region” said Rani Bisal, head of business optimization at DStv Media Sales, MultiChoice Group.
“We are delighted to collaborate with DStv Media Sales in their digital transformation journey of ad Ppatforms, enriching lives and keeping audiences entertained anytime and anywhere through our engineering creativity. We are proud to be a part of this journey and look forward to a long term collaborative partnership.” said Sreekumar, VP Media and Communication at Tata Elxsi.