Tata Play and Star Sports, the official broadcaster of the Indian Premier League (IPL), made headlines on Thursday by announcing a pioneering partnership. They're set to introduce targeted advertising on traditional TV, particularly during live sports broadcasts, starting with this IPL season.

This collaboration is designed to give advertisers the opportunity to reach premium audiences in India's top eight metro cities. Advertisers will be able to precisely target their ads during live IPL matches on Star Sports channels, according to a joint statement by the companies.

Harit Nagpal, Managing Director & CEO of Tata Play, described the introduction of Addressable Ads capability for unconnected boxes as a groundbreaking global first in Pay TV. This technology will debut during the Tata IPL broadcasts, offering advertisers an innovative way to engage with viewers.

Tata Play had previously rolled out addressable ads for linear television in December 2023, marking a significant advancement in the Indian industry, especially for unconnected boxes. This move is expected to boost revenues for the satellite TV provider, which previously lacked access to advertising revenue.

Addressable ads allow brands to target specific audience segments with the same TV ad spots. In simpler terms, broadcasters can choose which ads to play based on the demographics and preferences of viewers in different regions and income brackets.

For advertisers, addressable ads present an opportunity to better target urban markets and enhance brand visibility. Additionally, advertisers seeking to reach audiences across India can refine their strategies by focusing on specific areas within major cities.

Ajit Varghese, Head of Network Advertising Sales at Disney Star, emphasized the strategic advantage for advertisers resulting from the collaboration between the largest DTH provider and the biggest TV network.

This new advertising service caters to a wide range of advertisers, including prominent brands in sectors such as fast food, online services, travel, and consumer products. It offers an innovative approach to reaching target audiences during live sports broadcasts, promising increased engagement and effectiveness.

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