Ooredoo Qatar & Hoppr trial targeted TV ads with user data

Ooredoo Qatar has entered into a partnership with Hoppr to implement the HopprTV platform on selected set-top boxes, with the objective of enhancing personalised television advertising in the country.

Under this new collaboration, Ooredoo will combine its first-party user data with HopprTV's audience targeting platform, enabling the telecom provider to deliver more relevant advertisements to viewers. The move does not require additional investment in new technology infrastructure by Ooredoo and aims to enhance existing television services for customers.

The initiative comes as connected television (CTV) adoption is accelerating in the Middle East and North Africa (MENA) region. Brands are seeking to optimise advert targeting while also prioritising data privacy. The partnership will use Ooredoo's customer data to improve the ad experience, reflecting a broader trend of telecom operators leveraging their data resources for new commercial opportunities.

The HopprTV platform has been recognised in the market for its ability to deliver audience insights in a privacy-compliant manner, integrating seamlessly with Ooredoo's commercial systems. The current deployment is a trial, with HopprTV software being installed on a selection of Ooredoo TV set-top boxes to assess its efficacy in the Qatari market.

"We have been thoroughly impressed by HopprTV's ability to target different audiences within the Ooredoo environment – without requiring additional investment. Our commitment is to continuously improve the customer experience for all Ooredoo TV users. This collaboration allows us to trial a platform that delivers engaging, relevant and personalised ads. There are many possibilities with HopprTV, and we're excited to see how the powerful combination of our audience data and their insights delivers meaningful results." Mustafa Peracha, Chief Consumer Officer at Ooredoo Qatar, said on the collaboration. 

The partnership has been positioned as a model for how telecom operators can more effectively use their data to improve advertising strategies and customer engagement. Traditionally, telecoms have been seen as underutilising their data sets in this domain, but Ooredoo's use of HopprTV is intended as a demonstration of what is possible using current infrastructure and data assets.

"The response of Ooredoo to our platform's capabilities has thrilled our team. We're delighted to enter this next phase together and demonstrate the unique power of Ooredoo's own data in delivering a targeted and engaging customer experience. With privacy compliance at its core, our platform provides unparalleled audience insights that set the new standard." George Gelavis, Executive Chair of Hoppr, said. 

A recent Altman Solon report cited in materials related to this agreement highlights that 86% of advertisers in the MENA region face challenges with data transparency, while 88% report a lack of in-house expertise to manage digital ad purchases. Ooredoo's adoption of HopprTV is presented as a response to these industry issues, as it uses internal data for targeting and delivers a 'plug-and-play' solution for CTV advertising.

Hoppr describes its TV platform as utilising overlay technology and behavioural analysis to offer new opportunities for advertisers to reach and engage with audiences on television screens in real time. The partnership aims to offer advertisers in Qatar more precise insights, while viewers are expected to see improved relevance and personalisation in the adverts featured on their television services.

The selected integration with Ooredoo TV will serve as a pilot project to evaluate both the audience targeting and revenue potential for Ooredoo, with the results from this assessment likely to inform future deployments of the HopprTV solution across a broader range of devices or markets within the company's portfolio.