Hooq is looking to build its advertising capabilities as the ad-supported model proves an increasingly effective way for TV platforms to reach viewers in many parts of Southeast Asia where consumers may not be able to afford a subscription.
The video-on-demand platform—a joint venture between Singtel, Sony Pictures Television and Warner Bros—is partnering with SpotX to grow its programmatic revenues and deliver a more personalised advertising experience for users.
SpotX will act as Hooq’s digital ad server and SSP to monetise placements across desktop and mobile video in Indonesia, Thailand, the Philippines, and Singapore. It will not monetise ads placed in India, where Hooq also operates.
“As the pioneering OTT video-on-demand platform in Southeast Asia, our continued success is determined by listening to our customers’ needs, not only with respect to our content but also with flexible payment methods such as ad-funded models,” said Hooq chief commercial officer Vishal Dembla.
According to a recent Brightcove and SpotX study, 30% of the respondents surveyed across nine Asian markets wanted a free, ad-funded option for their OTT VOD service, while 21% would consider a hybrid low payment with limited ads model.
“In Asia there is higher price sensitivity when paying for OTT VOD services,” said SpotX Asia managing director Gavin Buxton. “It is therefore critical for OTT VOD platforms to work with market-leading ad technology partners like SpotX who can deliver sophisticated, audience, data-led decisioning that appeals to advertisers along with ensuring a seamless advertising experience for the user.”
SpotX is itself owned European media group RTL Group, and provides similar solutions to various broadcasters around the world, including A+E Networks and Discovery. The Hooq win is SpotX’s first pan-Asia deal. It provides ad server and SPP capabilities to Oona in Indonesia, and with Fuji TBS and MBS in Japan.
Dembla said the partnership with SpotX will allow the platform to build a “scaled programmatic advertising business, advanced audience-led solutions for advertisers, and a premium, personalized advertising experience for users”.
“Central to our advertising ambitions was the need to have a video-first ad server to optimize our inventory management, connection with a best-in-class SSP to access advertising demand along with advanced audience solutions, and brand safety capabilities,” he added.
Hooq will also benefit from SpotX’s recent certification for the IAB Tech Lab's Open Measurement Software Development Kit (OM SDK). The new integration helps facilitate third-party viewability and verification measurement for ads served within Hooq without using multiple measurement provider SDKs.