Tata Play deepens advertising innovation with addressable ads in partnership with ZEEL

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Direct-to-Home (DTH) provider Tata Play is set to expand its addressable ads offering in partnership with ZEE Entertainment Enterprises Limited (ZEEL).

This collaboration will empower brands to engage with premium households across India’s top eight metros via customized campaigns on ZEEL’s popular movie channel, Zee Cinema SD. Tata Play’s addressable TV ads currently reach 8.5 million viewers across the top 8 metros, highlighting the platform’s scale and relevance in the urban markets.

In December 2023, the DTH provider had rolled out the addressable TV advertising technology, which enables advertisers to selectively segment TV audiences and serve different ads to different households, even if they are watching the same content.

Addressable TV advertising empowers brands to segment audiences and deliver tailored reach to different households within the same broadcast, Tata Play said. "This partnership blends the precision of digital with the scale and influence of television, enabling outcome-driven campaigns through clearly defined audience cohorts and geo-targeting in a premium, clutter-free environment."

"Addressable advertising marks a significant step forward in enhancing the effectiveness of television as an advertising medium. By combining the broad reach of TV with the precision of digital, we are enabling brands to connect more meaningfully with audiences. Our partnership with ZEEL further strengthens this offering by bringing targeted advertising capabilities to some of the country’s most watched entertainment channels, backed by measurable outcomes and advanced audience segmentation,” said Pallavi Puri, Chief Commercial and Content Officer, Tata Play.

With Tata Play covering 32 percent of India’s DTH market, advertisers now have a powerful tool to further refine their linear TV strategies with precision targeting, enhanced engagement, and measurable returns.

"Television remains the most powerful medium for mass storytelling in India — and at ZEE, we’re constantly innovating to make it even more impactful for our brand partners. Our collaboration with Tata Play on Addressable Ads marks a significant milestone in redefining the television ad experience. By enabling precise audience targeting for brands on a mass reach platform like Zee Cinema SD, we’re merging the scale of television with the personalization of digital. This partnership truly blends the power of premium content with next-gen technology to drive better engagement and result-driven brand communication on TV," said Ashish Sehgal, Chief Growth Officer, Zee Entertainment Enterprises.