MAM
Report on Shemaroo

ThinkAnalytics brings in Sky veteran Tony Mooney

Mooney will spearhead the addressable advertising drive.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/12/03/tony-mooney.jpg?itok=LdSVh4Xl

NEW DELHI: ThinkAnalytics has appointed Sky veteran and data and analytics expert Tony Mooney as SVP, advertising. Tony will head up the firm’s ThinkAdvertising business, helping pay-TV and OTT providers maximise their ad inventory across broadcast and streamed TV and generate new revenue streams from advertisers running hyper-targeted campaigns.

Mooney has an unparalleled track record in the adtech and data and analytics space. From 2010-2017 he was MD, insight and decision science at Sky, where he developed its world-leading customer data and customer intelligence capabilities. Mooney and his 600-strong team supported the entire Sky business, from customer acquisition and retention through to product, content, and targeted and linear advertising. He also led the Sky IQ B2B business, providing advanced data capabilities for large advertisers. 

On leaving Sky, Mooney set up DecisionBox to help multinational clients apply digital, analytics and decision science techniques to boost customer retention and acquisition, and grow revenues. Prior to this he held senior positions in data, analytics and CRM at Experian, Orange and Centrica.

Mooney joins ThinkAnalytics at a time when demand for addressable advertising is set to leap from total worldwide revenues of $15.6 billion in 2019 to $85.5 billion by 2025, according to Rethink TV. 

“I joined the ThinkAnalytics team because I have known the company and its leading technology  for many years and I can see the potential to help pay-TV and OTT providers of all sizes. Addressable advertising is about to go prime time as new solutions like ThinkAdvertising replicate the precision of hyper-targeted digital campaigns on TV screens, and offer an attractive alternative for advertisers concerned about the reputational and fraud risk in web campaigns,” ThinkAnalytics SVP - advertising Tony Mooney said.

“Tony’s pioneering work at Sky makes him the ideal person to advance our addressable advertising ambitions and help service providers unlock their treasure trove of subscriber data. His understanding of the complex and piecemeal nature of the adtech ecosystem will be invaluable as customers embark on their addressable advertising journey,” ThinkAnalytics chairman Eddie Young said.

ThinkAdvertising automatically generates consumer profiles at the individual viewer rather than household level. Its machine learning and AI extracts understanding using the behavioural and viewing data captured by the service provider that can be blended with third-party demographic data. Supported by ThinkAnalytics’ automated viewer personalisation and segmentation models, it avoids the need for service providers to rely solely on expensive and often out-of-date third-party consumer data or large internal data teams. Available as a standalone solution or as part of the ThinkAnalytics suite, the hyper-targeted solution is highly scalable, and can be easily integrated with adtech solutions.

ThinkAdvertising helps video service providers offer compelling propositions to a broader set of advertisers – from new and existing hyper-local and regional advertisers through to big brands. For established TV advertisers such as car manufacturers, they can now run one integrated campaign to advertise multiple sub-brands using highly segmented dynamic ad insertion.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/photogrid_plus_1620290340335.jpg?itok=emMrNzuJ
Glad U Came wins PR mandate for RichFeel

MUMBAI: PR and Influencer marketing agency, Glad U Came has won the PR mandate for the skincare and haircare solutions network, RichFeel. The Mumbai-based agency will oversee RichFeel’s media and brand enhancement duties and develop effective communication strategies to increase their public...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/photogrid_plus_1620287308537.jpg?itok=hE-qqwW8
Covid Care: Droom announces 1 cr budget to support fight against Covid

New Delhi: Stepping up to take care of its employees during the devastating second wave of Covid2019, AI-driven online automobile marketplace Droom on Thursday announced Rs one crore budget for its new initiative - Droom Cares.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/photogrid_plus_1620283155330.jpg?itok=JgqCLfpt
Publicis Worldwide India hires Radhika Burman as VP – strategic planning

NEW DELHI: Publicis Worldwide India has brought on Radhika Burman as vice president – strategic planning. She will be based out of New Delhi and will report into BBH-Publicis Worldwide India MD & chief strategy officer Sanjay Sharma.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/grapes.jpg?itok=APToBDnS
Streax Professional assigns digital duties to Grapes Digital

MUMBAI: Hair colour brand Streax Professional has assigned its digital AoR (agency of record) mandate to Grapes Digital, following a multi-agency pitch. The account will be handled from Mumbai’s office. As part of the mandate, the agency will be responsible for executing digital duties for the...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/xs.jpg?itok=VLbI6_3W
Doodle-icious: Amul celebrates regional leaders' wins in assembly polls with topicals

MUMBAI: Trinamool Congress supremo Mamata Banerjee was sworn-in as West Bengal chief minister for the third straight term Wednesday after she spearheaded her party to a remarkable victory in the recently concluded assembly elections.  2 May marked a jubilant day for regional stalwarts as along with...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/05/photogrid_plus_1620219039215.jpg?itok=AM2RqPNo
Gangs of Wasseypur trio now in the mustard oil business

MUMBAI: BL Agro Industries has roped in not one but three brand ambassadors to promote its mustard oil offering, Bail Kolhu. A new TVC made for the 50-year-old brand features the power-packed trio from the Gangs of Wasseypur movies – Manoj Bajpayee, Nawazuddin Siddiqui and Pankaj Tripathi and...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/05/photogrid_plus_1620209208753.jpg?itok=mw45lF9C
Accenture pledges $25 million for Covid relief in India

KERALA: Software giant Accenture has pledged $25 million (about Rs 185 crore) to support the Covid relief efforts in India. Additionally, the company will also give access to Covid vaccines for over two lakh eligible employees and their families in India.  "Safety and well-being of our people...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/05/mars_0.jpg?itok=KQqcXXHp
Mars Wrigley’s India biz elevates Varun Kandhari to director - marketing

NEW DELHI: Multinational confectionery maker Mars Wrigley has elevated Varun Kandhari to the post of director - marketing and customer marketing for India. He has been with the organisation for seven years, is based in the Gurugram office and succeeds Yogesh Tewari. Kandhari joined Mars Chocolate...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required