10's video on-demand platform 10 Play is adding what it calls a Curated Content Carousel to the network’s evolving website and connected TV app ecosystem.
The carousel allows brands to blend into 10 Play’s homepage through editorial curation, placing brands front and centre on the web and new connected TV apps.
“As we continue to roll out our world-class 10 Play app experience on connected TV, we want to continue to drive innovation around ad products that complement the viewing experience,” says Liz Baldwin, Network 10’s general manager – digital.
“Whether that’s targeted, non-intrusive formats like Premium Pause or editorially adjacent placements within our service like the Curated Content Carousel, we’re favouring new formats that consider the user experience first and foremost.
“The Curated Content Carousel is the perfect pairing to our successful Premium Pause ad product, with both products offering advertisers an innovative, impactful and non-intrusive way to engage with audiences with key brand messages on 10 Play.”
Sophie Hicks Lloyd, Network 10’s digital sales director, says the appetite for new branded opportunities that guarantee premium placement and ensure a lasting impact is strong in the market.
“When it comes to BVOD integration and sponsorship amplification, the union of Premium Pause with the Curated Content Carousel positions 10 Play as a trailblazer,” she says.
“In 2020, we have soared from 10% to 85% addressability on mobile and connected TVs. In 2021, we are tracking to hit 100% in the first quarter.
“With 10 Play having its biggest year ever once again, it is time to pounce for prime position on 10 Play.”
10 Play is now available on Telstra TV, Apple TV, Amazon’s FireTV and FireTV Stick Lite and Android TV.
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