Friday, July 2, 2021

Interactive Avenues partners with Affle’s mediasmart platform for programmatic and Connected TV (CTV) advertising in India

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



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



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.”


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


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

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