MediaSmart, an Affle company, announced a strategic partnership with TCL, the world’s largest Android TV manufacturer, to integrate their inventory with advertisers on Connected TV (CTV). This collaboration aims to unlock numerous advertising opportunities for brands by combining TCL’s extensive inventory with MediaSmart’s advanced programmatic advertising solutions, thereby democratizing the rapidly expanding CTV space beyond the Walled Gardens.

This global partnership signifies a major advancement in CTV advertising, granting brands worldwide access to premium advertising opportunities, including coveted Home Screen placements and a vast range of Free Ad-supported Streaming TV (FAST) channels. These offerings enable high visibility for product launches, drive views for specific content on any video and OTT platform, promote CTV app installs, and support live event promotions. By utilizing TCL’s Home Screen, advertisers gain premium placements to target specific audiences. Additionally, MediaSmart and TCL will co-create solutions tailored to brand objectives, including the “TV+ offering” designed to target consumers transitioning from linear television.

Matt Ding, TCL’s Global Business Development Manager, commented on the partnership: “The way audiences experience television content has drastically changed. Together with MediaSmart, we aim to explore new avenues in the CTV space, offering more to viewers. MediaSmart has made CTV advertising more measurable and impactful through their technology. Combining our strategic and technological strengths, we aim to provide unparalleled opportunities for brands to connect meaningfully with their audiences.”

Advertisers using TCL and MediaSmart can enhance campaign effectiveness and engagement. They can expand their targeting by selecting specific audiences on TCL’s 135+ FAST channels across 14 key genres, such as News, Lifestyle, Food, and Entertainment, enabling affinity-based targeting and improving the advertising experience. They can also integrate with MediaSmart’s proprietary CTV Household Sync technology to maximize engagement through synced re-engagement ads on mobile devices within the same household.

Nikhil Kumar, Chief Growth Officer of MediaSmart, stated: “As the world increasingly turns to CTV for entertainment, information, and connectivity, the potential for businesses to engage with their audiences has never been greater. MediaSmart is a leading omnichannel programmatic platform, with a core focus on measurable CTV advertising. Partnering with TCL, we aim to leverage our expertise to create innovative, high-impact solutions to elevate the CTV advertising landscape. We’re committed to expanding what advertisers can achieve on CTV, and this partnership is a step towards realizing CTV’s full potential.”

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