Streaming service HOOQ gets into online advertising

• Partners Singtel, POKKT, Airtel to offer programmatic advertising
• HMX exploring strategic investments in new programmatic features

HOOQ, Southeast Asia’s leading video-on-demand service today announced the launch of the HOOQ Media Exchange (HMX), a digital alliance with leading telco and in-app gaming operators in Southeast Asia offering highly targeted, premium advertising solutions.

HMX includes Singtel, POKKT and Airtel offering programmatic advertising direct from source. All partners involved put their inventory into a common pool, allowing marketers and advertisers to tap into an expanding marketing network across Southeast Asia and India for their campaigns.

“This is an exciting time for the OTT space and the advertising industry. With HMX, marketers and advertisers can enjoy hyper-targeted, quality audiences at scale, and all within trusted environments,” said Vishal Dembla, chief commercial officer, HOOQ. “Our strong partnership with Singtel, POKKT and Airtel provides programmatic buyers and their brands with premium, brand-safe choices.” 

HMX employs best in class advertising capabilities to empower marketers and advertisers by delivering high ROI campaigns by targeting the right audience segments with contextual messaging. In addition, it also assures brands their advertisements are placed next to appropriate and quality content.

“We are excited to be a part of HMX which offers comprehensive and innovative advertising solutions to brands across Asia. With HMX, brands have access to data driven insights and targeted opportunities that will allow them to make meaningful and lasting customer connections with every advertisement,” said Melvin Yong, director of advertising sales, home, Singtel.

“Airtel is thrilled about the partnership with HMX which helps international marketers to connect with Indian consumers through Xstream, Airtel OTT video platform. The smartphone has become the most important screen in our lives and we believe initiatives such as HMX are a big leap towards building sustainable growth models for the OTT industry in a massive consumer market such as India.” said Adarsh Nair, chief product officer, Bharti Airtel

"HOOQ Media Exchange is a great intersection of entertainment and gaming as it would allow advertisers to tap into the entire ecosystem in a holistic manner. With more than 2.4 billion mobile gamers worldwide, gaming remains to be the biggest category of apps. POKKT alone manages to tap into 300+ million users in the South East Asian market and with this alliance of premium publishers, advertisers are sure to receive highly targeted advertising solutions,” said Vaibhav Odhekar, cofounder of POKKT.

As part of its long-term plan, HMX is exploring strategic collaborations and investments in new programmatic features to meet evolving advertiser needs.