by Thinus Ferreira
MultiChoice's ad sales division, DStv Media Sales, has chosen the design and technology services provider Tata Elxsi to consult and collaboratively deliver an integrated platform for DStv's linear and digital ad sales workflows.
Tata Elxsi in a press release says that the technology platform put in place by DStv Media Sales and Tati Rlxsi, supports the advertising sales process - from media insights and analytics, bespoke campaign design and budget allocation, to campaign management, optimisation, and post-campaign expenditure analysis.
The consulting team at Tata Elxsi helped develop a custom programmatic trading portal to enable its specialists, brand managers and media planners to develop and deploy omni-channel advertising campaigns.
Tata Elxsi says that the programme was planned and implemented in multiple stages to enable integration with both linear and digital platforms.
Tata Elxsi's platform implements AI-based technologies to assist price modelling, and provides insights and analytics to optimise campaign outcomes.
"DStv Media Sales has always been deliberate about driving change within the advertising marketplace. This latest innovation is a way to help us transform," says Fahmeeda Cassim Surtee, DStv Media Sales CEO at the MultiChoice Group.
"As Africa’s most loved storyteller, we are excited about the long-term prospects of the business and the opportunities advertisers can experience from our ad media platform."
"Tata Elxsi been a key partner in helping us transform how we engage with advertisers and brands to maximise campaign outcomes and reach their target audiences, all through a transparent and easy digitally enabled platform and process."
Rani Bisal, head of business optimisation at DStv Media Sales at the MultiChoice Group, says "DStv Media Sales' focus has been on digitalisation as the essential means to ensure our business operates efficiently, saves cost, and consistently delivers superior customer experience".
"As a strategic transformation and innovation partner, Tata Elxsi continues to conceptualise and implement solutions such as Shoppable TV, Advanced AI Based pricing modelling, and more, to ensure we are constantly innovating and making DStv the advertising platform of choice in the region."
KP Sreekumar, vice president for media and communication at Tata Elxsi, says "We are delighted to collaborate with DStv Media Sales in their digital transformation journey of ad platforms, enriching lives and keeping audiences entertained anytime and anywhere through our engineering creativity",
"We are proud to be a part of this journey and look forward to a long term collaborative partnership."