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 of the first agencies in India to offer
measurable programmatic CTV advertising solutions to its clients.
Globally, programmatic CTV advertising grew by 70+% in Q3 of 2020, and as the number of CTV
households increases, ad spends are also 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 favour of CTV and OTT apps
on the back of a decrease in data prices and availability of affordable smart TVs and dongles.
mediasmart’s new technology enables brands to make CTV ads more engaging by syncing CTV ad
campaigns with ads on other connected devices within the same household. This thus brings the twin
strengths of engaging storytelling associated with TV & CTV advertising together with the targeting and
engagement associated with digital programmatic advertising.
Several marquee clients of Interactive Avenues in the space of e-commerce, OTT, online wallet,
beverages and others intend to leverage this unique technology to effectively connect with their target
audience.
Commenting on this partnership, Amardeep Singh, CEO
Interactive Avenues said, “CTV is a fast-evolving consumer
trend and hence an attractive digital advertising opportunity
for brands. As a leading digital agency, we are very excited to
partner with Affle’s mediasmart platform to bring this first to
our advertisers. We have been very impressed with
mediasmart’s platform prowess to make CTV advertising more
engaging through its unique Household Sync technologies and
look forward to getting many of our partner brands onboarded
to benefit 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 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 have Interactive
Avenues join us as an early and key partner in India and look
forward to enabling faster adoption of this new and exciting
media opportunity amongst top advertisers.”
ABOUT MEDIASMART
mediasmart a self-serve mobile programmatic platform (now part of Affle group) provides advertisers,
trading desks, and agencies an integrated mobile advertising platform with the unique strengths on (a)
Omnichannel audience targeting leveraging both online and offline signals, (b) Incrementality
measurement led advertising for offline and online advertisers, and (c) Measurable and high impact
CTV advertising though its proprietary Household Sync technology.
For more information, visit https://mediasmart.io/
ABOUT AFFLE
Affle is a global technology company with a proprietary consumer intelligence platform that delivers
consumer engagements, acquisitions and transactions through relevant Mobile Advertising. The
platform aims to enhance returns on marketing investment through contextual mobile ads and also by
reducing digital ad fraud. While Affle's Consumer platform is used by online & offline
companies for measurable mobile advertising, its Enterprise platform helps offline companies to go
online through platform-based app development, enablement of O2O commerce and through its
customer data platform.
Affle (India) Limited successfully completed its IPO in India and now trades on the stock exchanges
(BSE: 542752 & NSE: AFFLE). Affle Holdings is the Singapore based promoter for Affle (India) Limited,
and its investors include Microsoft, D2C (An NTT DoCoMo, Dentsu & NTT Advertising JV), Bennett
Coleman & Company (BCCL) amongst others.
For more information, visit www.affle.com
For further queries, you may contact - pr@affle.com
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