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

    Diksha Sahni
    Posted by Diksha Sahni

    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.

    IA PRCommenting 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.picNoelia 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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    This article appeared on: Mediabrief, Adgully, Medianews4u

    Topics: partnership, announcement