Case Study

Digital Transformation of Ad Media Sales

Improved profitability with increased inventory fill rates
HubSpot Video
%

Increase in Ad Sales​

+

Workflows Automated​

Clients onboarded

Background

DStv Media Sales (DMS) is a global media buying services company, part of the Multichoice Group (an African entertainment conglomerate). DMS helps brands amplify their reach across Linear, Digital OTT, Voice on Demand, and Social Media.

As part of Digital Transformation initiative, DMS wanted to simplify its Ad operations and offer a system integrating both Linear and Digital TV, to give complete visibility of its Ad inventory. 

Challenge

DStv Media Sales focus has been on digitalization as the essential means to ensure their business operates efficiently, saves cost, and consistently delivers superior customer experience. 

In the due process, DStv faced some critical business challenges.  Some top priorities included - how to help advertisers maximize their Ad campaigns, target relevant Ads to their high-value audience as well as help Brand managers and Media planners to manage their campaigns in the best possible way. They had to also maximize revenue potential of their inventories and protect from scam creatives.​

“DStv Media Sales focus has been on digitalization as the essential means to ensure our business operates efficiently, saves cost, and consistently delivers superior customer experience.

As a strategic transformation and innovation partner, Tata Elxsi continues to conceptualise and implement solutions such as Shoppable TV, Advanced AI Based pricing modelling, and more, to ensure we are constantly innovating and making DStv the advertising platform of choice in the region”. ​

 
Rani Bisal
GM, Executive Head of Business Optimization at DStv Media Sales

Solution

​Tata Elxsi’s Research, Design and Technology teams worked closely to understand DMS Ad Tech ecosystem. Ethnographic studies were carried out to map the requirements of users and define journey maps to illustrate various use cases. Based on research outcomes, an intuitive and  easy-to-use “Programmatic Trading Portal" (PTP) was designed for the DMS specialists, brand managers, and media planners to execute omnichannel Ad campaigns. The portal simplified workflows for different teams.

Tata Elxsi developed a digital Ad delivery chain to enhance monetization on VoD and live linear channels. An innovative AI-based break prediction engine was also designed to provide TV rating data for various channels, programs, and Ad Spots for campaign optimization.​

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Impact

Our innovative solutions helped DMS to have better Ad targeting, monetise Ad spends, provide an easy user experience, contextualize Ad offerings and make more informed decisions across platforms.

DSTV has now onboarded 15 clients, processed about 128 campaigns with multiple contracts. There has been an increase in DStv Media Sales revenue by 15-20%. The overall turnaround time to book a campaign has also reduced by one – fifth of the time. ​Inventory fill rate has improved by 70% leading to an increase in monetization while reducing the cost overheads by 30%.

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Scope of Work

Tata Elxsi

  • Consumer Research & Strategy
  • UI & UX Design
  • AdTech
  • Monetization
  • Programmatic Digital Ads
  • Artificial Intelligence

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