KUALA LUMPUR, April 29 (Bernama) -- Global advertising technology leader The Trade Desk has announced expanded access to premium connected television (CTV) inventory through new partnerships with top streaming platforms Viu, iQiyi, and TCL Channel.
This collaboration enhances advertisers' ability to engage audiences more effectively via premium content on the open internet, optimising campaign performance across key markets across Asia-Pacific, including Hong Kong, as well as the Middle East and South Africa.
The Trade Desk General Manager, Inventory Development, North Asia, Douglas Choy expressed excitement to work closely with premium platforms such as Viu, iQiyi, and TCL Channel as they open up CTV inventory for programmatic trading.
“We look forward to expanding our partnerships with more premium internet content platforms to drive the growth of a dynamic digital advertising ecosystem in Hong Kong and beyond," he said in a statement.
As consumer viewing continues to evolve, CTV platforms offering premium content are seeing rapid adoption, prompting many to shift from subscription-based video-on-demand (SVOD) models to ad-supported video-on-demand (AVOD).
According to Statista, global CTV ad spending is expected to exceed US$38 billion by 2027, while global AVOD market revenue is projected to grow from US$48.32 billion in 2024 to US$63.5 billion by 2027. (US$1=RM4.35)
This enhanced partnership with premium over-the-top (OTT) players in the region allows advertisers to target audiences with greater precision and efficiency, driving improved campaign performance.
By leveraging omnichannel frequency controls, advertisers can minimise audience overlap, avoid ad fatigue, and gain deeper insights into campaign effectiveness, enabling them to optimise their strategies further.
For consumers, personalised ads tailored to individual preferences offer more relevant and engaging experiences, empowering them to make more informed purchasing decisions.
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