JioHotstar has strengthened its partnership with ad-tech platform VDO.AI to introduce real-time contextual advertising across its Connected TV (CTV) and OTT ecosystem. The collaboration aims to help brands deliver more relevant and personalised ad experiences by dynamically adapting creatives based on live external signals.

At the core of the integration is VDO.AI’s Dynamic Creative Optimisation (DCO) Engine, powered by a Creative Intelligence Layer. The technology enables advertisements to automatically update using real-time data such as weather conditions, air quality index (AQI), live sports scores, breaking news, location-specific information and countdown timers.

This allows brands to tailor messaging according to a viewer’s immediate context, making campaigns more timely and engaging.

Commenting on the partnership, Bhaskar Ramesh, Head – Entertainment Sales, Digital, JioStar, said that the most impactful advertising happens when brands align with what consumers are experiencing in real time. He added that the collaboration enables advertisers to create more adaptive and effective campaigns as streaming audiences continue to grow.

Arjit Sachdeva, Co-founder of VDO.AI, noted that while streaming platforms have evolved rapidly in content and distribution, advertising has seen relatively limited innovation. He said contextual intelligence combined with adaptive creatives has the potential to redefine how brands engage audiences across streaming platforms.

Several brands, including Maruti Suzuki, AJIO, Flipkart, Urban Company, HP Smart Champs and Swiggy Instamart, have already leveraged these capabilities through countdown-led campaigns, weather-responsive creatives, sports-linked messaging and contextual QR code integrations.

According to the companies, campaigns powered by the solution delivered up to 2.5x higher aided brand awareness, 2x stronger message association, and nearly 3x higher purchase intent, highlighting the growing impact of contextual advertising on streaming platforms.