Interactive Avenues, the digital arm of Mediabrands India, has announced its partnership with Affle’s mediasmart platform to enable industry-first solutions for programmatic & Connected TV (CTV) advertising in India. This partnership will enable and empower Interactive Avenues to leverage mediasmart’s unique capabilities to deliver precise, targeted, engaging, and measurable CTV ads with its proprietary Household Sync technologies, thus making it one among the primary agencies in India to supply measurable programmatic CTV advertising solutions to its clients.
Globally, programmatic CTV advertising grew by 70+% in Q3 of 2020, and because the number of CTV households increases, ad spends also are set to grow. In India specifically, CTV viewing increased by 31% in 2020 and holds vast potential as users cut the cord from linear TV in favor of CTV and OTT apps on the rear of a decrease in data prices and availability of affordable smart TVs and dongles.
Mediasmart’s new technology enables brands to form CTV ads more engaging by syncing CTV ad campaigns with ads on other connected devices within an equivalent household. This thus brings the dual strengths of engaging storytelling related to TV & CTV advertising alongside the targeting and engagement related to digital programmatic advertising.
Several marquee clients of Interactive Avenues within the space of e-commerce, OTT, online wallet, beverages et al. shall leverage this unique technology to effectively connect with their audience.
Commenting on this partnership, Amardeep Singh, CEO Interactive Avenues said, “CTV may be a fast-evolving consumer trend and hence a beautiful digital advertising opportunity for brands. As a number one digital agency, we are very excited to partner with Affle’s mediasmart platform to bring this first to our advertisers. we’ve been very impressed with mediasmart’s platform prowess to form CTV advertising more engaging through its unique Household Sync technologies and appearance forward to getting many of our partner brands onboarded to profit from this unique and fast-growing market opportunity.”
Noelia Amoedo, mediasmart’s CEO added, “It is great to witness the rapid evolution of consumer preferences from traditional TV viewing to CTV viewing. Given India’s young demographic and therefore the prevailing price points for streaming devices and data, we are confident that CTV should soon emerge as a dominant method for entertainment content consumption in India. We are delighted to possess Interactive Avenues to join us as an early and key partner in India and appearance forward to enabling faster adoption of this new and exciting media opportunity amongst top advertisers.”