LAS VEGAS — After updating its visual identity in 2024 with a focus on projecting user simplicity, streaming TV operator Philo nevertheless is trying to bring sophisticated advertising tools to buyers.
The entertainment and lifestyle-focused platform has been adding new offerings like new ad targeting techniques.
Aulden Kaye Yi, Head of Advertising Partnerships at Philo explains what’s new in this video interview with Beet.TV.
Philo’s ad offering
“The audiences moved to CTV, the eyeballs are there, the scale is there, the access is there,” Yi emphasized. “Every brand should be advertising on CTV in some way at this point.”
Competing in an increasingly groweded pack, Philo has tools such as deduplication to ensure audiences aren’t seeing the same ad too frequently and personalization to show more relevant ads to specific households in a privacy-compliant way.
“It makes sense, like showing ads for baby food to a new mom, or showing ads for the latest horror movie to people who are watching AMC thrillers,” Yi explained.
“We have really leaned in on both the audience and contextual piece of that, not only because it helps improve results for advertisers, but also because it makes it a better and more engaging viewing experience for our audiences.”
Looking ahead, Yi sees opportunities in pushing beyond genre, channel, or show-level targeting and exploring the impact of mood and tone on audience engagement with ad messaging. “Understanding how much more impactful ads are in a relevant environment, that’s an area that we’re really interested in exploring,” she said.
Keep TV simple
But Philo wants to keep the experience of TV simple for views.
It now includes premium FAST channels and additional subscription services like AMC Plus.
Yi emphasized the importance of the user experience in every decision the company makes. “It’s what keeps our customers coming back to watch content on the platform,” she said.
You’re watching “The Publisher’s Playbook: Navigating Streaming, Advertising & Growth in 2025, a Beet.TV Leadership Series at CES 2025, presented by Innovid” For more videos from this series, please visit this page.
