MWC 2013: SPB TV, Tafi Media launch global ad server

Editor | 27-02-2013

Mobile, IP video and over-the-top TV provider SPB TV has entered into a partnership with mobile TV advertising agency Tafi Media to launch a global OTT and mobile TV ad server.
The solution is designed to act as a one-stop shop for ad space on SPB TV's services and follows a year of collaboration between the two companies which has seen Tafi arrange ad campaigns for large advertising aggregators including Video International, Smaato, Inneractive and Taptica.
The new ad server is set up to allow advertisers to launch a campaign on the SPB TV multiscreen service, set targeting and pricing parameters and track the impact of the messages. It offers real-time bidding and supports VAST (Video Ad Serving Template), the industry standard for video advertising developed by IAB, which ensures video advertising playback across all VAST-compliant video players. It also supports banner and video ads, both pre rolled and in-stream.
"The advertising model was long ago established as the most straightforward and effective model of monetising video content in broadcast," explains CEO of SPB TV Kirill Philippov. "But for OTT and mobile TV, where most providers are used to paid subscriptions, it still seems new and challenging. We are convinced that highly-targeted advertising is the best way to maximise TV service revenues and provide premium TV content to the subscribers for free. And in proving this, we have great confidence in Tafi Media, a company with a unique track-record and expertise in OTT TV advertising."