10 Play rolls out unified app strategy on Telstra TV

• The roll out of the new app experience follows the relaunch of the 10 Play website in 2019.

10 has launched the first phase of its unified app strategy with a new 10 Play experience available for users and advertisers on Telstra TV.

With a simplified design, development and content delivery the platform also features a re-imagined interface for users with a smoother content delivery experience.

Dell, eBay and Mitsubishi have joined as partners on the new platform which introduces high-impact advertising products, including a Premium Pause ad product.

The new platform is underpinned by You.i TV’s Engine One platform using You.i TV’s software development tools for cross-platform app development.

Network 10’s general manager – digital, Liz Baldwin, said: “The launch of our new 10 Play app on Telstra TV is a significant milestone in our streaming strategy as we continue to enhance and invest in the technology and content of our streaming products. With a compulsory login feature, the new platform will also provide further scale to our data and targeting capabilities.

“This is just the first step. Over the coming months, we will continue to roll out the platform on Android TV, Samsung and tvOS with a fully consistent, high fidelity, app experience across all devices live by the end of the year.”

Network 10’s digital sales director, Sophie Hicks Lloyd, said: “Brands and advertisers have reacted positively to the immersive advertising opportunities that will be available on the new 10 Play app. It’s fantastic to be launching the new platform on Telstra TV with Dell, eBay and Mitsubishi who are all utilising the Premium Pause ad product.

“The conversations we are having with the market on the other high-impact, non-intrusive ad products available on the new platform have been really positive.  Watch this space.”

Head of ads at You.i TV, Allan Isfan, said: “It’s exciting to see how Network 10 has brought premium branded experiences to life on Telstra TV (Roku) — and it’s only the beginning. With You.i Engine One powering these non-intrusive ads, Network 10 and its early-adopter advertisers are leading the way to the next generation of ad-supported video.”

The roll out of the new app experience follows the relaunch of the 10 Play website in 2019. 10 Play is having its biggest year ever, up 28 per cent year-on-year. 

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