IBC2023: Imagine Communications and Amagi launch direct sales tools for FAST

Imagine Communications and Amagi are set to unveil a FAST monetisation solution for direct inventory sales at IBC2023. This partnership pioneers ad monetisation transformation for FAST by integrating Imagine Communications’ SureFire video ad server with Amagi’s Thunderstorm dynamic ad insertion platform. The solution empowers FAST providers to enhance ad revenue through direct sales placements alongside programmatic and offer advanced, broadcast-quality ad serving.

In an era where FAST companies and broadcasters launch channels with programmatic pipelines as the backbone of their monetisation strategy, the industry is experiencing a paradigm shift. As audience engagement flourishes, the potential of direct sales inventory emerges ― offering substantial opportunities for premium sponsorships and advertising collaborations, which in turn lead to higher revenue streams, while simultaneously reducing programmatic costs. This dynamic presents an enticing prospect for the industry.

The latest iteration of Imagine Communications’ SureFire, a broadcast-quality ad server, introduces an intuitive user interface (UI) that complements the Amagi SaaS suite. The combined solution empowers FAST providers to seamlessly manage and serve direct-sales bookings to be dynamically served in FAST services.

At IBC2023, Imagine will unveil the new SureFire UI, which offers simplified workflows for targeted ad campaigns and user-friendly tracking dashboards, catering to both buy and sell-side users. Amagi’s FAST customers can establish their direct sales operation with ease, inviting advertisers and sponsorship partners to upload their ads seamlessly. With these ads placed on channels using broadcast-quality standards, connectivity to programmatic demand sources remains unaltered.

Once direct orders are in place, SureFire takes the reins, providing optimal ad-decisioning using its broadcast-quality rules ― integrating with Amagi’s Thunderstorm server-side ad insertion (SSAI) platform.

Baskar Subramanian, chief executive officer and co-founder of Amagi, said: “Our partnership with Imagine Communications underscores our commitment to empowering customers with solutions that amplify their monetisation strategies. The introduction of direct sales tools within the FAST landscape is poised to usher in a new era of revenue optimisation.”

Tom Cotney, chief executive officer at Imagine Communications, said: “Incorporating SureFire’s new user interface for easy direct ad sales operations complements Amagi’s suite, enriching FAST customers’ revenue by offering direct sales, as well as programmatic monetisation capabilities.”