Gurugram: JioHotstar and VDO.AI have partnered to strengthen real-time contextual advertising capabilities across Connected TV (CTV) and OTT platforms, enabling brands to deliver dynamic ad experiences based on live consumer context and external signals.
Through the integration of a ‘Creative Intelligence Layer’, the partnership allows advertisers to dynamically adapt creatives in real time using signals such as temperature, air quality index (AQI), sports scores and other live data points.
As part of the collaboration, VDO.AI’s Dynamic Creative Optimisation (DCO) Engine enables advertisers to integrate real-time data signals into advertising experiences served across the JioHotstar platform. The technology stack combines multiple API integrations, including weather intelligence, AQI and pollution data, sports score feeds, live news updates, geo-location intelligence and countdown-based launch triggers.
These capabilities allow brands to create campaigns that respond dynamically to real-world events and viewer context, helping deliver more relevant and personalised advertising experiences.
Bhaskar Ramesh, Head – Entertainment Sales, Digital, JioStar, said, “The most powerful advertising moments happen when brands become part of what consumers are experiencing in real time. Whether it’s a sudden change in weather, a nail-biting sports finish, or a major cultural moment, relevance can transform attention into action. As streaming audiences grow and consumer expectations evolve, advertisers need smarter ways to connect with viewers beyond traditional messaging. Through our partnership with VDO.AI, we are enabling brands to harness real-world signals and dynamic creativity to deliver experiences that are more adaptive, engaging, and effective.”
Arjit Sachdeva, Co-founder, VDO.AI , said, “A lot of innovation in streaming has historically happened around content and distribution, while the advertising experience itself remained relatively unchanged. With JioHotstar, we are enabling an ecosystem where advertising can continuously recalibrate itself around live consumer context, making the experience significantly more intuitive and relevant for viewers. The convergence of streaming, contextual intelligence and adaptive creativity is going to fundamentally redefine how brands build engagement on streaming platforms.”
Several brands have already adopted these capabilities across JioHotstar’s streaming ecosystem. Campaigns have included countdown-led launch integrations for Maruti Suzuki and AJIO, sports-triggered messaging for Flipkart, weather-responsive creatives for Urban Company, episode-release countdowns for HP Smart Champs and contextual QR code integrations for Swiggy Instamart.
The companies said these campaigns have delivered stronger business outcomes, recording approximately 2.5x higher aided brand awareness, 2x stronger message association and nearly 3x higher purchase intent, highlighting the impact of contextual relevance in advertising.
The partnership is expected to help brands create more responsive and engagement-driven CTV campaigns while enabling JioHotstar to enhance premium advertising opportunities across its streaming ecosystem.
As advertisers increasingly demand greater relevance, measurable impact and real-time responsiveness from media investments, contextual intelligence and dynamic creative capabilities are emerging as key components of the evolving OTT advertising landscape. Through this collaboration, JioHotstar and VDO.AI aim to help brands build deeper audience connections and maximise value from premium digital video environments.
