Telus announced Tuesday it has chosen Magnite’s SpringServe ad server and Magnite Streaming supply-side platform (SSP) to power its free ad-supported streaming TV (FAST) and online video advertising inventory.
The partnership aims to bring innovative advertising opportunities to the Canadian market at a time when consumers are increasingly watching TV content through ad-supported streaming, a Telus press release says. According to research conducted by Magnite, 74 per cent of Canadian consumers are now watching streaming TV, compared to 51 per cent who watch paid traditional TV, the release says.
“Since rolling out FAST channels to TELUS TV+ customers in April, TELUS has enabled additional TV offerings at no cost to customers,” the release reads. “The FAST channels, including TIME, Tastemade, The Washington Post, and more, also provide a unique opportunity for advertisers and agencies to elevate their digital strategies and connect with TV audiences.”
Built for connected TV (CTV) and video advertising, Magnite’s SpringServe ad server will provide Telus with better insight, transparency and control to deliver more optimal video ad experiences, according to the release. In addition, Magnite’s Streaming SSP will enable Telus to manage and monetize its CTV inventory with tools specifically designed to support premium, long-form video and high-quality viewing experiences, it says.
“Our collaboration with Magnite equips us with the best technology needed to deliver a premium advertising experience for both consumers and brands,” Amit Nag, vice president of smarthome, entertainment and transformation at Telus, said in the press release. “FAST channels represent a substantial growth area for our business, and we’re excited to work with the Magnite team to create better advertising-supported content experiences for our customers and to make it easier and more efficient for advertisers to connect with Canadian viewers.”
“Being selected to support one of the largest telecommunications companies in Canada and amplifying their CTV and streaming TV business is a great privilege for us,” said Damien Véran, head of Canada and LATAM at Magnite. “As TELUS’ primary ad tech partner, TELUS is activating their set-top box, streaming, and online video inventory on the Magnite ad server and consolidating their audiences to combat fragmentation challenges for buyers. We are eager to forge new pathways that will redefine the Canadian advertising landscape for the better and create more impactful advertising experiences for their customers.”
