Optus has further extended its partnership with global advertising technology business Amobee to "supercharge" its digital video buying via the Amobee TV platform.
The exclusive, multi-year extension comes off the back of the success and increased buying efficiency Optus has had from utilising Amobee’s TV platform over the last 24 months.
In addition to media buying, as part of the extension, Optus will be seeking to maximise value from TV and broadcast video on demand (BVOD) investments through use of Amobee’s proprietary analytics suite, including Advanced Footfall and TrueReach reporting, and Amobee’s connected TV (CTV) Allocator solution.
“As digital video becomes one of our key advertising mediums, we need a cross-screen delivery and measurement solution that will provide us with the ability to see the whole picture,” Optus head of marketing Melissa Hopkins says.
“Amobee’s world-leading video platform and analytics suite has allowed us to bridge the gap between linear TV and digital so we could make smarter decisions across all our video buys.”
Amobee Australia and New Zealand managing director Josif Zanich says the extension couldn’t have come at a more opportune time given how advertisers are actively searching for unified solutions across TV and digital.
“We are thrilled to continue our long-standing partnership with Optus,” he says.
“Their success is evidence of our commitment to provide solutions that unify and empower TV and digital advertising strategies – from planning to activation, all the way to measurement and reporting.”
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