Viaccess-Orca Enables MasOrange TV Expansion and Targeted Ads
▼ Summary
– Viaccess-Orca’s technology is powering MasOrange’s expansion of its multi-brand TV services and targeted advertising across IPTV and OTT platforms.
– MasOrange has launched three new TV brands (MASMOVIL TV, Yoigo TV, and PepeTV) using a unified backend powered by VO’s cloud-native Service Delivery Platform.
– The deployment integrates VO’s ad insertion and segmentation tools with Broadpeak’s technology to enable targeted advertising across live and on-demand content.
– MasOrange uses VO’s segmentation tool to target ads based on geographic, demographic, and behavioral data from multiple sources.
– This technical foundation aims to strengthen MasOrange’s competitive position in Spain’s pay-TV market by differentiating its services and increasing subscriber adoption.
In a significant move to enhance its television services, Spanish operator MasOrange has implemented a comprehensive suite of technologies from Viaccess-Orca (VO). This deployment supports a major expansion of its multi-brand TV offerings and introduces sophisticated targeted advertising capabilities across both its IPTV and OTT platforms. The integration provides a unified technical foundation for managing and monetizing content more effectively in a competitive market.
Ignacio García-Legaz, TV Director at MasOrange, emphasized the strategic importance of the partnership. He stated that working with VO delivers a reliable framework for deploying targeted ads while ensuring a seamless and consistent viewing experience for customers across all supported brands and devices.
The Spanish pay-TV sector is intensely competitive, with operators leveraging bundled services, premium content, and exclusive sports rights to attract subscribers. MasOrange’s strategy involves a multi-brand TV expansion to differentiate its services and capture a broader audience. By re-engineering its service architecture on VO’s cloud-native Service Delivery Platform (SDP), the operator has launched three distinct new TV brands: MASMOVIL TV, Yoigo TV, and PepeTV. This approach maintains a single, consistent backend while allowing for brand-specific front-end experiences, all supported by a rich portfolio of entertainment and live sports, including top-tier football coverage.
A core component of this technological overhaul is the advanced advertising system. To power its targeted advertising strategy, MasOrange is utilizing VO’s client-side and server-side ad insertion technologies alongside its secure video player. This setup is integrated with Broadpeak’s SaaS platform and BPK SmartLib® SDK, creating a robust solution for reliable ad delivery and tracking. The operator employs VO’s segmentation tools to define audiences using a mix of geographic, demographic, and behavioral data sourced from set-top boxes, applications, and approved third-party platforms.
Currently, pre-roll and mid-roll ad formats are active, with plans to introduce additional formats in a forthcoming second phase of development. This next stage will also focus on expanding multi-vendor integrations across the broader advertising and content delivery ecosystem.
Thomas Kohler, CEO of Viaccess-Orca, highlighted the operational benefits for MasOrange. He explained that the integrated solution provides the flexibility to manage advertising across IPTV and OTT with precision, enabling the delivery of more relevant ads to viewers without interrupting their enjoyment of live or on-demand content. This deployment strengthens MasOrange’s market position by providing a scalable, data-driven foundation for service growth and monetization across live and on-demand content.
(Source: Streamingmedia.com)