Huella, V to Expand NEXad's CTV Advertising Inventory in India
Huella has formed a partnership with V, the creator of the V Smart TV operating system, to enhance its Connected TV (CTV) advertising options in India. The collaboration will provide Huella with access to high-quality advertising space on V’s VIDAA platform, enhancing the home-screen features of its NEXad CTV advertising platform.
Through the collaboration, Huella will provide brands and agencies with advertising options on the VIDAA television platform, encompassing native and in-stream formats.
The inventory features spots on the TV home screen, enabling advertisers to capture viewers' attention as they power on their televisions and move through the interface prior to starting content.
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The updated inventory will be integrated into ImpacTV by NEXad, Huella’s home-screen advertising solution. The enhancement increases the platform’s capacity to provide prominent advertising positions within connected television settings.
For Huella, the collaboration aids its overall strategy of expanding NEXad beyond traditional CTV video inventory by integrating home-screen advertising, high-quality video, interactive brand experiences, and innovative formats.
“India is one of the most exciting and fastest-growing Connected TV markets in the world, and partnerships like this are how we want to grow with it. At V, we build the platform and give our partners the tools, scale and access to tens of millions of connected devices; we don’t compete with them. Huella understands the local advertising market, brands, and agencies”.
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“Together, we can unlock the full value of the biggest screen in the home and give advertisers new ways to reach audiences throughout the TV experience. TV is TV, and advertising on TV should be simple, premium and effective, regardless of how the viewer chooses to watch,” said Guy Edri, CEO of V.
The collaboration arises as CTV advertising grows beyond conventional video ad interruptions, with TV home screens becoming an additional opportunity for brands to enhance visibility before audiences start viewing content.
Karan Khanna, Co-Founder & COO, Huella said, CTV is becoming much more than another video channel. The television home screen is emerging as premium digital real estate, a place where brands can build presence before a consumer even decides what they are going to watch.”
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He adds, “Vidaa significantly strengthens the NEXad ecosystem and expands the scale of ImpacTV.
"It gives our brand and agency partners greater access to premium CTV environments while allowing us to bring together reach, visibility, creative storytelling and interactive experiences on the largest screen in the home.”
The collaboration is anticipated to enhance the visibility of ImpacTV through NEXad as Huella establishes its home-screen ad offering and evolves NEXad into a more comprehensive CTV platform that spans various phases of the consumer viewing experience.