MAM
Festive advertising sees surge on Surewaves Media platform
MUMBAI: India’s audience aggregation platform for television SureWaves Media is witnessing upwards of 100 per cent increase in festive advertising over the year 2013 across key sectors. The biggest spenders this season are from sectors such as FMCG, food and beverages, automobiles, personal healthcare, financial services, online retail and cellular phone services.
Vis-?-vis last year, sectors such as cellular phone services, online retail, personal healthcare, automobiles and FMCG have increased the ad spend on SureWaves Spot TV network by 297 per cent, 257 per cent, 137 per cent, 119 per cent and 109 per cent respectively. A large thrust of this spend is coming from brands who are targeting the bullish demand in tier II and tier III cities of the country. Even segments such as incense and fragrance market along with building materials industry are aggressively increasing their presence during the festive season.
Talking about the trend, SureWaves MediaTech COO Mandar Patwardhan said, “This is the clear indication of the positive mood prevailing in the country and we are glad that large media buyers and national advertisers are now seeing the value of a media platform like ours that allows brands to tap into the combined audience of the highly popular local and regional TV channels in their target markets and also gives them measurable return on investment.”
SureWaves have developed technology to aggregate local cable and regional satellite TV channels across India allowing advertisers to work through a single platform.
MAM
Stagwell expands Trade Desk tie up to deploy Koa Agents globally
AI agents to automate planning buying optimisation and measurement.
MUMBAI: Media buying may soon need fewer hands on keyboards and more prompts on screens. Stagwell has expanded its global partnership with The Trade Desk, becoming the first global marketing network to adopt Koa Agents, an alpha-stage, agentic AI system designed to overhaul how digital advertising campaigns are run.
At its core, Koa Agents flips the traditional workflow. Instead of manually configuring campaigns step by step, marketers can simply describe their objectives, with AI agents executing, optimising and refining campaigns in real time. Tasks that once took days from audience segmentation to performance analysis are now automated and continuously adjusted as conditions shift.
The integration will connect Koa Agents with Stagwell’s proprietary media ecosystem through The Trade Desk’s Open Agentic Kit, effectively stitching together planning, activation, measurement and optimisation into a single, automated loop.
The first phase of deployment will focus on two key areas. For audience planning, traders can define target segments while Koa Agents identify high-value consumers, activate campaigns across premium inventory and optimise performance dynamically. On the supply side, the system introduces deeper transparency, using quality signals such as ad-to-content ratios and refresh rates to prioritise inventory, while offering clearer visibility into pricing and margins during live campaigns.
The rollout will also introduce a conversational interface, allowing traders to query campaign performance in plain language, why it is underperforming, what is driving results, and what to change receiving real-time, actionable recommendations.
Stagwell plans to make these capabilities available to select clients in a closed beta later this summer, with a broader roadmap aimed at automating the full campaign lifecycle, including setup, troubleshooting and predictive optimisation.
The move builds on an existing partnership between the two companies, including Stagwell’s adoption of Unified ID 2.0, The Trade Desk’s privacy-focused identity framework. Combined with Koa Agents, this is expected to sharpen audience targeting, streamline cross-channel activation and improve measurement accuracy.
As advertising grows more complex behind the scenes, both companies are betting that the front end can become radically simpler where campaigns are less about clicks and controls, and more about outcomes and intent.
