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ptus Sport has announced a new partnership with Supply Side Platform (SSP), Magnite, in an effort to build out its digital video advertising capabilities as it aims to become a leading Broadcaster Video On Demand (BVOD) platform.

The partnership will see brands and agencies able to now programmatically advertise on the Optus Sport platform, in line with other over-the-top (OTT) BVOD services, which have seen growth of 331% between 2015 and 2020, according to OzTAM data.

Optus vice president of TV, Content, and Product Development, Clive Dickens, said: “Digital video advertising has always been a focus for Optus Sport and we are now well established with a strong core audience of passionate sports lovers, boasting over 870,000 active subscribers, making us the number one sports streaming platform in Australia.”

“We’re continuing to focus on providing better advertising capabilities for our advertising partners by working with Magnite, who is a proven performer in the live sport OTT environment,” Dickens said.

As part of the move, Optus has named a new national ad sales manager to the newly formed digital video sales team, announcing Jimmy Kerr, who spent nearly nine years at Seven West Media across senior sales leadership role, to the role.

Speaking of his appointment, Kerr said he is excited to bring live sport to Australians.

“I’m thrilled to be joining Optus Sport at such an exciting time for the brand,” Kerr said.

“There truly is nothing like live sport, the excitement it drives and the close connection with fans is something that offers huge impact and value to brands.

“The team at Optus Sport have been doing a sensational job of brining world-class football to life in Australia and I’m looking forward to helping evolve that coverage further and ensuring we take brands along with us on that journey,” he said.

Magnite managing director for Australia, James Young, said the new addition will provide great opportunity for brands.

“We’re excited to partner with Optus Sport as their preferred sell side partner,” Young said.

“Working extensively with Australian broadcaster, we’re well-positioned to provide the Optus Sport’s huge premium audience with a top-notch viewing experience, while providing brands with an excellent branding opportunity alongside premium and engaging programming content,” he said.