StarHub to offer CTV ads via TV menu activation

Singapore-based telco StarHub will start offering advertisers access to premium TV inventory through a partnership with supply-side advertising platform Magnite and Hoppr, a Connected TV (CTV) platform.

This partnership will offer local advertisers access to premium spaces on Starhub’s TV menu guide, activating ads only when consumers actively use the remote control.

Using this approach, StarHub believes it ensures that advertisements are not only seen but are also interacted with, offering advertisers guaranteed viewership.

Advertisers will also be provided detailed data, targeting capabilities, and performance insights about the households engaging with the ads, enhancing the precision and effectiveness of advertising campaigns.

"Hoppr’s platform is redefining how viewers served by StarHub engage with content and brands through innovative next-generation advertising experiences,” said Yann Courqueux, vice president of Home Products at StarHub.

“This will be critical in delivering the right messages to the right people at the right time to enable viewing experiences that are more integrated, interactive, immersive and in-tune with audiences' tastes and desires.”

Joe Prusz, chief executive of Hoppr added: “[Magnite] will provide Hoppr with scale and reach in Singapore, our first market. We are committed to delivering ultra-premium inventory from Singapore’s premium triple play operator StarHub, through next generation engagement combining the best of linear, digital and data.