Viaccess-Orca has been selected by MasOrange to support a major expansion of its multi-brand TV services and the deployment of targeted advertising across IPTV and OTT platforms.
The project sees VO provide a combination of client-side and server-side advertising technology, its Secure Video Player, and its cloud-native Service Delivery Platform, forming the backbone of MasOrange’s ad-supported TV environment.
MasOrange said the deployment underpins its push to strengthen TV services across multiple brands while maintaining a consistent user experience across devices and platforms.
The operator has used the unified backend to launch 3 new TV brands – MASMOVIL TV, Yoigo TV and PepeTV – across both IPTV and OTT, while continuing to offer a broad mix of entertainment and live sports, including top-tier football.
VO’s technology has also been integrated with Broadpeak’s server-side ad insertion platform and BPK SmartLib SDK, allowing MasOrange to support multi-device delivery, multiple ad servers and improved advertising reliability.
MasOrange is using VO’s segmentation tools to manage targeted TV advertising, drawing on data from set-top boxes, mobile and TV apps, backend systems and approved third-party platforms. The platform currently supports pre-roll and mid-roll advertising across IPTV and OTT, with further ad formats planned in a second phase.
Ignacio García-Legaz, TV director at MasOrange, said the partnership with Viaccess-Orca provides a dependable framework for targeted advertising while keeping the viewing experience consistent across every supported brand and device.
Thomas Kohler, CEO of Viaccess-Orca, said the deployment gives MasOrange the flexibility to manage advertising across IPTV and OTT accurately and efficiently, while helping deliver more relevant ads without disrupting viewing.
The deal comes as operators in Spain’s competitive pay-TV market increasingly use bundled TV, sports and premium content to differentiate offers and improve subscriber retention.
