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10 Play rolls out new experiences for users and advertisers across Telstra TV

Ten’s broadcast video on demand (BVOD) platform 10 Play has begun the rollout of its unified app strategy across Telstra TV, unveiling a new experience for both users and advertisers.

Dell, eBay and Mitsubishi have come on board as partners for the launch which includes a simpler design and compulsory login feature, giving Ten more data and targeting capabilities.

10 Play’s new advertising products include a Premium Pause product, which Ten says will offer brands “high-impact opportunities un non-intrusive environments”.

The new platform is underpinned by You.i TV’s Engine One platform.

‘Ten’s general manager of digital, Liz Baldwin, said: “The launch of our new 10 Play app on Telstra TV is a significant milestone in our streaming strategy as we continue to enhance and invest in the technology and content of our streaming products.

“This is just the first step. Over the coming months, we will continue to roll out the platform on Android TV, Samsung and tvOS with a fully consistent, high fidelity, app experience across all devices live by the end of the year.”

Ten’s digital sales director Sophie Hicks Lloyd said the changes have been well received by the industry.

“Brands and advertisers have reacted positively to the immersive advertising opportunities that will be available on the new 10 Play app. It’s fantastic to be launching the new platform on Telstra TV with Dell, eBay and Mitsubishi who are all utilising the Premium Pause ad product.

“The conversations we are having with the market on the other high-impact, non-intrusive ad products available on the new platform have been really positive. Watch this space.”

Head of ads at You.i TV, Allan Isfan, said: “It’s exciting to see how Ten has brought premium branded experiences to life on Telstra TV (Roku) — and it’s only the beginning. With You.i Engine One powering these non-intrusive ads, Ten and its early-adopter advertisers are leading the way to the next generation of ad-supported video.”

The rollout of the new app experience follows the relaunch of the 10 Play website in 2019.

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