iflix rolls out contextual targeting solutions on its platform for brands

Iflix Advertising, iflix’s brand solutions business, has rolled out a suite of advanced targeting solutions to deliver more effective brand messages to highly-engaged audiences.Brands can now employ iflix’s proprietary data to target viewers based on contextual insights, going beyond pure demographic and device ID targeting. Contextual segment targeting allows brands to reach audiences that matter to them the most by combining iflix’s first-party intelligence with third-party verified demographic data, for a holistic insight into viewing preferences and behaviours.Iflix’s first-party intelligence includes browsing and streaming data, as well as genre and programming preferences. To empower brands further, iflix has also introduced pre-defined audience segments to be targeted via direct or programmatic-guaranteed deals.Iflix Advertising was launched in January this year and allows brands to align themselves with content and entertainment on a global scale, as well as access multiple advertising formats. They include sponsorships of top titles, playlists and channels and premium video ads, as well as bespoke content solutions including brand integrations in iflix Original productions.Co-founder and group CEO Mark Britt said the company is in a “unique position” to pair leading brands with content in a premium brand-safe environment and to offer advertisers targeted, quantifiable, and verifiable avenues to reach highly-engaged audiences on its platform.“We fundamentally believe everyone deserves to be entertained, and we are proud to offer our customers the largest catalogue of premium local and international programming for free, powered by advertising,” Britt added.