Star Sports collaborate with Tata Play to roll out addressable ads this IPL

The official broadcaster of Tata Indian Premier League (IPL) Star Sports has announced its association with DTH operator Tata Play to roll out addressable ads in this year’s IPL.

The objective of this partnership is to give advertisers unmatched access to the most prestigious and premium audiences in the top eight metro cities. The company’s press release highlighted a significant milestone in television advertising.

We are thrilled to join forces with Tata Play in revolutionizing the way advertisers engage with audiences during live sports broadcasts, raising the bar for industry standards. The convergence of the largest DTH provider and the biggest TV network presents a significant advantage for advertisers. Tata Play’s affluent viewer-base in metropolitan areas, coupled with the precision in reaching these audiences, unlocks exciting advertising opportunities on the grand stage of IPL on Star Sports.

said Ajit Varghese, head – network advertising sales at Disney Star

Addressable Ads capability for unconnected boxes is a groundbreaking global first in Pay TV that will be introduced for the first time on live sports during Tata IPL. Our association with Disney Star has brought this to life and provided advertisers with opportunities never before. With this initiative, brands can now achieve even sharper targeting on live TV, setting a new standard for advertising effectiveness on linear TV.

said Harit Nagpal, managing director and chief executive officer, Tata Play

INVIDI and TAM have partnered with Tata Play to carry out this initiative. The company stated that INVIDI would handle the technical aspects of addressable ads while TAM would help with audience measurement and monitoring.

During live IPL matches on Star Sports channels, advertisers will be able to precisely target their ads to the most premium section. Tata Play’s targeting capabilities have allowed brands to reach affluent viewers in metro markets with accuracy. This presents an opportunity for advertisers targeting metro markets to expand their brand presence and launch new products among viewers.