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Tag: Prabhvir Sahmey

  • Huella makes its ad move, ropes in Prabhvir Sahmey as strategy advisor

    Huella makes its ad move, ropes in Prabhvir Sahmey as strategy advisor

    MUMBAI: When an adtech player wants to make a statement, it brings in a strategist who’s seen the script unfold for decades. Huella, one of India’s fastest-growing independent adtech companies, has appointed Prabhvir Sahmey as strategic advisor, a move designed to sharpen its market narrative and fuel its next growth chapter. Sahmey isn’t new to the spotlight. With 25 years of experience across digital, media, and adtech, he has played pivotal roles in shaping India’s advertising ecosystem. His most recent stint was as senior director, ad sales at Samsung Ads, where he drove innovation in connected TV and programmatic solutions.

    For Huella, which is rapidly scaling from being a challenger brand to a market mover, Sahmey’s addition is about more than just marquee credentials. Based out of Delhi/NCR, he will guide the company’s efforts to strengthen its product portfolio, refine internal structures, and amplify its external presence.

    “Huella has always been about building something larger than a company, it’s an ecosystem where creativity, technology, and credibility meet,” said Huella co-founder & CEO Prrincey Roy. “Bringing Prabhvir on board is a deliberate step to ensure we scale this vision with discipline and ambition.”

    For his part, Sahmey called the appointment “an exciting opportunity to work with a transformational leadership team that’s building a future-ready adtech ecosystem.” He added that Huella’s clarity of vision makes it a fertile ground for meaningful impact.

    As the adtech sector in India prepares for a period of consolidation and innovation, Huella’s latest move signals that it wants to play in the big leagues not just chasing growth, but writing the next chapter of the country’s digital advertising playbook.

  • 64% Indian streamers are more receptive to ads on streaming platforms than social media: Magnite report

    64% Indian streamers are more receptive to ads on streaming platforms than social media: Magnite report

    Mumbai: Magnite, the independent omnichannel sell-side advertising platform, on Tuesday released a study entitled “India Embraces the Streaming Era” that found ads on streaming platforms capture more attention than ads on social media. Nearly two-thirds of India’s streamers (64 per cent) are more responsive to advertising on streaming platforms, with many stating they often search for the product (48 per cent) and make a purchase (33 per cent) after the fact.

    The study also found that free or ad-supported content is preferred to paying for an ad-free experience. 80 per cent of streamers prefer to watch ad-supported content versus subscribing to an ad-free platform for a monthly fee.

    “OTT is unmatched in its ability to engage viewers, and we commissioned this study to better understand consumption patterns across the rapidly growing Indian streaming audience,” said Magnite managing director, Asia Gavin Buxton. “One of the study’s key findings shows that OTT advertising outperforms other mediums like social media when it comes to attention and purchasing power. With three-quarters of video viewers streaming more now than a year ago, advertisers should be actively exploring this channel to reach the right audiences.”

    According to the study, two thirds of streamers prefer to watch streaming services over traditional TV, and streamers rank the quality of content, platform usability, and content discovery as the top factors driving their decision to stream. The majority (75 per cent) of streamers are streaming more video content than a year ago, and 66 per cent expect to stream more next year.

    “We are witnessing the next stage in streaming’s evolution—one where the lines between SVoD, AVoD, and FAST are being blurred as we see audiences continue to fragment,” said Samsung Ads, India senior director Prabhvir Sahmey. Whilst globally we’re seeing the major streaming giants introduce ad-funded and hybrid models, locally we’ve seen the adoption of these freemium models in India gain considerable viewership. It is exciting to see such a promising future for ad-supported streaming confirmed both recently in our TV ad engagement study and validated in this new report from Magnite.”

    “The migration of audiences from linear TV to streaming signals an opportunity for our clients who are looking to invest in CTV and incorporate TV buys into their overall advertising strategies with screen-agnostic planning,” said Omnicom Media Group chief digital officer, APAC Bharat Khatri. “With the breadth of available inventory increasing and the preference for streaming across India according to Magnite’s research findings, advertisers should take note of where viewership is moving and invest in OTT to reach highly engaged viewers watching their favourite shows. At the same time, we are seeing a big shift happening on the measurement front, with viewability amounting to three seconds or half of an ad flashed on rapidly scrolling screens. It’s easy to see a growing gap between the opportunity to be seen and actually being seen, thus the need of the hour is to start optimising based on attention to generate incremental value across creative, media planning, and buying, and in turn improve brand health and performance.”

    Additional key findings from Magnite’s study include:

     ●  Mobile commands the majority of streamers’ time, and 88 per cent of viewers reported a positive viewing experience on smartphones, comparable to the number that reported a positive viewing experience on TV screens.

    ●  Mobile is the top streaming device, but time spent streaming on CTV is growing as smart TVs are introduced into Indian homes. 59 per cent of streamers are now watching CTV and spending an average of eight hours per week streaming content on a big screen.

    ●  Live streaming is becoming mainstream. Nearly all streamers (86 per cent) said they watch live content through streaming platforms, with streaming being particularly prevalent across news, sports, and reality content. Streamers are more likely to watch live programming on streaming platforms than on traditional TV.

    Check the full report here. ( https://www.magnite.com/research/india-streaming-era/).

  • MiQ partners with Samsung Ads to reach Samsung Connected TVs

    MiQ partners with Samsung Ads to reach Samsung Connected TVs

    Mumbai: Programmatic partner MiQ has announced a partnership with Samsung Ads DSP (demand-side platform) to bolster the reach of its solutions and video campaigns across Samsung’s current device ecosystem. Through this partnership, brands and advertisers would have access to CTV inventory, as well as access to targeted audiences across Samsung TVs.

    “By partnering with Samsung Ads’ DSP, advertisers working with MiQ can target audiences against more data-driven insights through online programmatic channels,” said the statement. “The partnership comes at a time when digital media prepares to move away from cookie-based targeting.”

    This partnership allows MiQ to deterministically reach interest-based audiences as well as premium video inventory on Samsung TV Plus. Advertisers can understand and manage the campaign reach and frequency across linear TV and connected TV (CTV).

    “We are thrilled to partner with Samsung to be a trusted partner in helping advertisers to buy smarter, focussed, impactful solutions, enabling a superior return on their investment,” said MiQ MD Siddharth Dabhade. “We are constantly building innovative solutions to empower our clients with accurate data sets and intelligence. The opportunity to partner with Samsung Ads across its TV platforms provides us with an extraordinarily unique position in the market as we now have the ability to analyse the impact of current TV campaigns. We are confident of forging more such partnerships to help organisations extract optimum benefits from their advertising spend.”

    “We look forward to working closely with MiQ, a company known to combine industry knowledge with excellent technology and analytics solutions,” said Samsung DSP senior director India and Southeast Asia Prabhvir Sahmey. “Global brands can now have widespread reach across device platforms. It is now for the first time that along with MIQ; we are able to bring deep TV insights programmatically via the Samsung DSP.”

  • The Trade Desk partners with Samsung Ads

    The Trade Desk partners with Samsung Ads

    Mumbai: Global tech company The Trade Desk on Wednesday announced its collaboration with Samsung Ads, a platform for advanced TV advertising solutions that can further help Indian marketers reach millions of highly engaged Indian viewers across the open internet. 

    The Trade Desk is expanding CTV advertising opportunities to India’s fast-growing open internet which includes over-the-top (OTT), music streaming, websites, and mobile apps, for the first time.

    Through The Trade Desk’s platform, marketers will have access to Connected TV (CTV) inventory on Samsung Smart TV, offered through its free, ad-supported on-demand (AVOD) streaming service, Samsung TV Plus. The collaboration will allow marketers to add Samsung CTV inventory to their programmatic media buy, said the statement.

    As more Indian consumers access digital content through multiple screens and platforms, CTV is emerging as the new, premium channel for India’s consumers and marketers. According to a report by Ernst & Young, CTV is expected to reach over 40 million homes in India by 2025, from seven million homes today. For marketers, CTV represents an opportunity to apply data to what is often the largest segment of their advertising investment.

    Commenting on the collaboration, Samsung Ads, senior director-India and South East Asia, Prabhvir Sahmey said, “India is fast becoming a programmatic-first market, with 74 per cent of total digital ad sales predicted to be programmatic by next year. For this reason, India is the first market where we are launching a programmatic first strategy. Our collaboration with The Trade Desk is integral to facilitating wide access to our inventory, offering brands the opportunity to extend their reach in a premium, brand-safe environment – the biggest screen in the house.”

    The collaboration will enable marketers to measure their advertising campaigns in a way that is not possible with linear TV. By applying the same level of data-driven insights that they do with their digital advertising campaigns, marketers can compare and measure ad opportunities across channels on the open internet in a transparent way.

    The Trade Desk India’s GM, Tejinder Gill stated, “Indian marketers are increasing their spends on digital advertising and steadily turning to programmatic advertising, which offers real-time measurement and better control over ad frequency. CTV, which is rapidly gaining adoption among consumers, is one of the best platforms in India for programmatic advertising. As CTV advertising does not rely on third-party cookies, marketers can also measure and compare the effectiveness of their CTV advertising with other channels on the open internet. We will leverage our global expertise to pioneer CTV advertising on the open internet in India, starting with our collaboration with Samsung Ads.”