Teads is dominating the marketing and advertisement revolution in India with AI-powered programmatic connected TV campaigns to reach out to the mainstream audience and brands separately.

Connected TV (CTV) ceased being a trend and became a matter of necessity in the marketing and advertisement environment in India, which transformed the way brands engage with their customers. As prices have come down on smart TVs and broadband connections continue to grow faster and household penetration rates with OTT-first households continue to increase, the advertisers are responding by targeting streaming audiences looking to engage in ad experiences that are relevant to them.

Teads India has undergone the leadership of Managing Director Tarun Ummat, who drives the company into the forefront of this change that offers high-impact, brand-safe campaigns across all their devices. In an interview with Tech Talks with e4m, Ummat cites interactive films, in-read, and CTV placements as using attention and action.

Although streaming is on the rise, the Indian viewing culture, with its cultural peculiarity of treating the traditional TV as family entertainment, requires an extension of both retro and advanced tactics. Ummat emphasized the importance of user experience, mobile and vernacular content, and AI-based targeting as the methods to build the intent-based and context-sensitive targeted campaigns in such industries as e-commerce, finance, and telecommunications.

Teads' top-tier publisher and partnership network, as well as its collaboration with endorsing brands such as LG and Hisense, provide brand-safe exposure without the risk of falling victim to attention-deficit behavior. Ummat believes that CTV will be a crucial element in marketing and advertising in 2025 and beyond, especially given the rise of tier-2 cities, which have become vibrant centers of growth.