As brands increasingly invest in hyperlocal marketing, Connect Network Inc. has unveiled IMMERSIVE, an Agentic AI-powered platform aimed at simplifying media planning, buying, monitoring and optimisation across India’s fragmented markets.
The company said the platform has been developed to address the growing complexity of planning campaigns across more than 6.49 lakh cities, towns and villages, each with distinct audience behaviour, media ecosystems, mobility patterns and pricing structures.
Unlike conventional AI tools that primarily process text, images or documents, IMMERSIVE is designed to analyse multiple real-world variables before recommending media plans. According to Connect, the platform considers factors such as campaign objectives, consumer behaviour, geography, mobility trends, media inventory, pricing benchmarks, environmental conditions and historical campaign performance to generate recommendations.
Speaking on the launch, Haresh Nayak, Founder & CEO, Connect Network Inc., said traditional AI tools largely focus on text and visual inputs, whereas IMMERSIVE has been built to understand real-world factors such as geography, mobility and consumer behaviour before making recommendations.
He added that the platform seeks to make hyperlocal marketing intelligence more accessible for planners working across unfamiliar markets. According to Nayak, Connect has spent the past five years building the platform’s intelligence layer using data spanning more than 6.49 lakh towns, cities and villages, 5.5 lakh media inventory assets, nearly 10,000 cinemas and over 80 data APIs.
The platform supports campaign planning across categories including out-of-home (OOH), digital out-of-home (DOOH), cinema, airports, transit media, rural marketing, experiential campaigns, shopper marketing, retail activations and brand experiences. It also includes capabilities for media discovery, buying intelligence, campaign monitoring, performance analytics and creative optimisation, supported by a repository of over 7,000 creative case studies.
Connect also claims IMMERSIVE offers live media rate benchmarking, enabling advertisers to compare media pricing while evaluating inventory across locations.
The platform incorporates AI-powered creative intelligence, allowing marketers to visualise creatives across different OOH formats, simulate audience attention using AI-based eye-tracking, receive optimisation suggestions and compare multiple creative executions before deployment.
According to the company, multiple AI agents work together to analyse media inventory, consumer behaviour, mobility data and market signals before generating recommendations. The platform also learns continuously from campaign planning, execution and evaluation to improve future recommendations.
Commenting on the platform, Aditya Goel, President, Connect OOH, described IMMERSIVE as “an operating system for marketing,” adding that it integrates planning, buying, creative optimisation, campaign monitoring and performance evaluation into a unified workflow.
Beyond urban markets, Connect said the platform also caters to rural campaigns by mapping media touchpoints such as mandis, haats, primary health centres and transport hubs, while maintaining a database of more than 750 melas, yatras and religious gatherings to help marketers identify high-footfall opportunities.
IMMERSIVE also features a cinema planning module that recommends film genres, titles and cinema locations based on audience personas, social listening insights and brand objectives. The company said the platform can also support retail expansion and distribution planning by using geographic intelligence to identify store locations, map competitor networks and optimise market coverage.
With AI adoption accelerating across the advertising ecosystem, Connect said it expects planning intelligence powered by hyperlocal data and Agentic AI to play a larger role in helping marketers make more informed media decisions.
