The Future of TV Advertising Global 2022 – Day 2, Hall 2
Kenny Ong, Astro
SESSION 2: GROWTH THROUGH TARGETING (Weds, Dec 7)
Astro – Malaysia’s leading content and entertainment company – has launched the first addressable TV service in Southeast Asia, covering broadcast and streaming, and we explore the impact it is having for local media buyers, channel partners and the platform owner itself. This discussion explores the first- and third-party data Astro can draw upon to help media planners segment audiences, including location, and the campaign objectives for planners using addressable today. You will hear how addressable TV campaigns across Astro platforms boost performance and conversion rates for advertisers, and the technical details on decisioning and ad insertion for streaming devices, one-way and two-way set-top boxes will be explained.
