HONG KONG SAR – Media OutReach Newswire – February 14, 2024 – HKT (SEHK: 6823) – Now TV has launched Hong Kong’s first addressable TV advertising service, applying the latest technologies to enable more precise campaign targeting for businesses.
Leveraging the Group’s large customer base, Now TV is able to categorize its users based on first-hand data such as program preferences, interests, habits and other authentic information. This allows Now TV to offer a more personalized TV experience, tailored to different user segments.
A first in Hong Kong, this ad deployment technology seamlessly integrates personalized ads across over 40 linear channels on Now TV covering news, finance, sports, movies, drama and entertainment. Advertisers have the ability to serve different advertisements to specific customer segments based on the target of their ad campaigns, thereby increasing customer engagement and attention. Among Now TV’s first addressable television advertising clients are international luxury and automotive brands.
Bruce Lam, CEO of Consumer, HKT, said: “We are excited to introduce Hong Kong’s first addressable TV advertising service, which is revolutionizing Hong Kong’s TV business landscape. This innovative technology allows us to precisely target campaigns for businesses, leveraging our extensive customer base and first-hand data. Early results from the launch have been satisfactory and we look forward to further expanding our advertising capabilities to drive even greater revenue growth.
Derek Choi, General Manager of Consumer Marketing and Pay TV at HKT, said: “Committed to introducing cutting-edge services to the market, our new offerings combine the strengths of traditional big screen TV commercials and digital marketing, providing advertisers with the flexibility to deliver targeted advertisements to specific customer segments to improve customer engagement and, therefore, increase their advertising profitability.
Similar services have been launched in different parts of the world with remarkable success. A study1 showed that addressable TV advertising helps increase viewer attention by 35% and ad engagement by more than 20% while reducing channel switching by almost 50%. More than half of media buyers surveyed2 said their organizations are working to improve the targeting effectiveness of their TV campaigns through addressable TV advertising, in response to the ever-changing media ecosystem and consumer behavior.
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