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Huella has partnered with V, the company behind the V Smart TV operating system, to expand its Connected TV (CTV) advertising offering in India. The partnership will give Huella access to premium advertising inventory across V’s VIDAA platform, strengthening the home-screen capabilities of its NEXad CTV advertising platform.
Under the partnership, Huella will offer brands and agencies advertising opportunities across the VIDAA television interface, including native and in-stream formats. The inventory includes placements on the TV home screen, allowing advertisers to engage viewers as they switch on their televisions and navigate the interface before beginning content consumption.
The new inventory will form part of ImpacTV by NEXad, Huella’s home-screen advertising proposition. The addition expands the platform’s ability to offer high-visibility advertising placements across connected television environments.
For Huella, the partnership also supports its broader strategy of building NEXad beyond conventional CTV video inventory by combining home-screen advertising, premium video, interactive brand experiences and creative 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. 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 partnership comes as CTV advertising expands beyond traditional video ad breaks, with TV home screens emerging as another touchpoint for brands to build visibility before viewers begin watching 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.”
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 partnership is expected to expand the reach of ImpacTV by NEXad as Huella builds its home-screen advertising proposition and develops NEXad into a broader CTV platform covering multiple stages of the consumer viewing journey.
