Tata Elxsi, an Indian design and technology services company, said that it has joined forces with South Africa-based media buying services company DStv Media Sales (DMS) for driving the digital transformation of ad media sales.

DStv Media Sales (DMS) is part of MultiChoice Group, an African entertainment company.

Tata Elxsi said that it has collaborated with DStv Media Sales for consulting and developing a vision for the latter that addresses present challenges while also positioning it for future growth.

Sreekumar — Tata Elxsi Media and Communication VP said: “We are delighted to collaborate with DStv Media Sales in their digital transformation journey of Ad Platforms, enriching lives and keeping audiences entertained anytime and anywhere through our engineering creativity.

“We are proud to be a part of this journey and look forward to a long term collaborative partnership.”

DStv Media Sales specializes in advertising on the digital platforms, linear channels, and GOtv of DStv, a Sub-Saharan African direct broadcast satellite service.

The company is engaged in helping global and local firms in reaching a broader audience across Africa and growing their brand footprint with creative advertising and unique platforms.

According to Tata Elxsi, the major transformation objectives of the partnership were to create an integrated cross-platform for linear and digital Ad sales workflows.

The technology platform is said to support the complete process, from media insights and analytics, customized campaign design and allocation of budget, to campaign management, streamlining, and expenditure analysis of post-campaign.

It also implements AI-based technologies for assisting in price modelling and for offering insights and analytics to streamline campaign outcomes.

The Tata Group company said that its transformation consulting team created a playbook for the digital transformation of the business operations of DStv Media Sales, while developing and integrating a complete digital transformation solutions. Among these is a custom programmatic trading portal that is said to combine design and digital technologies powerfully for making it intuitive, easy, and simple for the specialists, media planners, and brand managers of DStv Media Sales for developing and deploying omni-channel advertising campaigns.

Fahmeeda Cassim Surtee — CEO of DStv Media Sales, MultiChoice Group, said: “DStv media sales has always been deliberate about driving change within the advertising marketplace. This latest innovation is a way to help us transform. As Africa’s most loved storyteller, we are excited about the long-term prospects of the business and the opportunities advertisers can experience from our Ad media platform.

“Tata Elxsi been a key partner in helping us transform how we engage with advertisers and brands to maximise campaign outcomes and reach their target audiences, all through a transparent and easy digitally enabled platform and process.”

  digital transformation, DStv, DStv Media Sales, Fahmeeda Cassim Surtee, MultiChoice Group, South Africa, Sreekumar, Tata Elxsi, Tata Group