New Delhi: VDO.AI has announced the launch of its Interactive Creative Suite, an advanced monetisation solution designed for CTV and OTT publishers, aimed at transforming standard inventory into high-value, interactive ad experiences.
The launch comes amid rapid growth in India’s connected TV (CTV) ecosystem, with industry reports indicating strong expansion but also highlighting inefficiencies in monetisation. While ad spends continue to rise, a portion of inventory remains underutilised, pointing to a gap between audience scale and realised revenue.
VDO.AI’s Publisher Interactive Creative Suite seeks to address this challenge by enabling premiumisation of ad inventory through advanced creative technology. The platform integrates features such as geo-location, weather updates, live scores, stock data, AQI, and device-level signals to deliver more contextual and responsive ad experiences. It also introduces interactivity within the CTV environment through remote-enabled polls, carousels, and choice-based formats, enhancing audience engagement.
Early deployments across leading CTV and OTT publishers have demonstrated strong performance outcomes. The solution has delivered up to 5X growth in realised CPMs, along with a 25% increase in engagement rates and a 15% improvement in advertiser conversions, indicating stronger effectiveness of interactive and contextual ad formats.
Commenting on the development, Arjit Sachdeva, Co-founder, VDO.AI, said, “A lot of the focus in CTV has been on distribution and demand, but the biggest gap has been at the creative layer. Most inventory is still delivered as fixed video, while consumer behaviour on the big screen has evolved considerably. When you introduce modular formats, DCO overlays and interactive elements, the same inventory starts behaving very differently, from both an engagement and monetisation standpoint. With the launch of our Publisher Interactive Creative Suite, we are aiming to help publishers unlock more monetisation opportunities without changing their core setup.”
As streaming platforms increasingly face pressure to demonstrate both scale and quality of inventory, VDO.AI’s new offering is positioned to help advertisers drive more meaningful engagement while enabling publishers to maximise revenue potential—creating a more efficient and value-driven CTV and OTT advertising ecosystem.
