Interactive Avenues has announced its partnership with Affle’s mediasmart platform to enable solutions for programmatic and connected TV (CTV) advertising in India.
Through this partnership Interactive Avenues aims to deliver precise, targeted, engaging, and measurable CTV ads with mediamart's proprietary 'Household Sync' technology. mediasmart’s technology enables brands to make CTV ads engaging by syncing them with ads on other connected devices within the same household.
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, CEO, mediasmart, 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.”