You’ve probably seen it without even realizing it, an ad that appears right before your favorite match on JioHotstar, a banner on your news app that knows your city, or a mid-roll video that speaks your language.
That’s not a coincidence. That’s programmatic advertising.
And in 2025, it’s how serious brands in India are planning their digital campaigns, using real-time data, automated buying and precise audience targeting to show the right ad to the right person, at the right time.
At Trzy Next, we make that happen. Whether it’s running ads on JioHotstar, Connected TV, or other OTT platforms, we help brands cut through the noise and focus their media spend where it actually works, backed by platforms like The Trade Desk and campaign strategies that scale.
If you’re still boosting posts or relying on static ad buys, it’s time for a better approach. This guide will show you what programmatic really is, how it works in the Indian market and why your next campaign should already be using it.
What Is Programmatic Advertising?
Programmatic advertising is a way to automatically buy and show digital ads to the right people, at the right time, across the internet.
Instead of negotiating with ad networks manually or boosting posts randomly, brands now use real-time platforms to:
- – Choose who they want to target
- – Set a budget
- – Define goals (views, clicks, installs, purchases)
- – And let smart systems handle the rest, instantly bidding and placing ads where they’ll perform best.
Why Indian Brands Are Shifting to Programmatic in 2025
The way brands buy media in India is evolving, fast. In the past, most campaigns relied on media agencies, fixed rate cards and “spray-and-pray” strategies. But that model doesn’t work anymore, not when consumers are scattered across OTT apps, mobile devices and smart TVs.
Here’s why more Indian brands are moving their digital ad budgets to programmatic:
1. Hyper-Targeting That Actually Works
Programmatic lets you zero in on:
- – Location (pin code, city, region)
- – Language (English, Hindi, Tamil, Telugu, Bengali, etc.)
- – Device type (mobile, desktop, TV)
- – Behavior (recent app installs, browsing habits, content preferences)
You’re not buying ad space. You’re buying audiences.
2. Speed & Scale with One Dashboard
Want to run a campaign across:
- – JioHotstar, SonyLIV, MX Player
- – News apps, games
- – Connected TVs?
With programmatic, you can do all of that from one dashboard, often in a few clicks, no back-and-forth with different media teams or messy delays.
3. Data-Driven Optimization
No more guesswork. You’ll know in real time:
- – Which creative performed better
- – Which region converted
- – What time of day drives most engagement
- – What placements deliver highest ROI
At Trzy Next, we monitor all this daily, optimizing every rupee you spend.
4. Programmatic Unlocks Premium Inventory
You can now run automated, real-time campaigns on:
- – JioHotstar
- – SonyLIV, MX Player, Zee5 and more
- – News & entertainment apps
- – Connected TV (smart TVs, Firestick, etc.)
Your brand shows up on the most-watched screens in India, not buried in forgotten banners.
5. Better ROI. Period.
Because you’re targeting better and optimizing faster, most brands see:
- – Lower cost per acquisition (CPA)
- – Higher click-through rates (CTR)
- – More efficient media spend
Some of our clients at Trzy Next have seen 2x to 3.5x improvement in campaign performance after switching to programmatic.
Where Programmatic Ads Run: Platforms, Formats & Real Reach
One of the biggest misconceptions about programmatic advertising?
That it only works for websites or app banners. In reality, it powers premium placements across OTT, apps and Connected TVs.
Here’s where your programmatic ads can appear with Trzy Next:
1. OTT Platforms (Video & CTV)
Run ads on India’s top streaming platforms:
- – JioHotstar
- – SonyLIV
- – Zee5
- – MX Player
Formats:
- – Pre-roll / mid-roll video ads
- – Display banners during video
- – Masthead or takeover units
- – Connected TV (smart TVs, Firestick)
Target by language, region, genre, time and device.
2. Connected TV (CTV)
Programmatic is transforming TV advertising with digital-level targeting.
Appear on:
- – Smart TVs (Samsung, LG, Mi TV, etc.)
- – Streaming devices (Fire TV Stick, Android TV)
- – FAST channels and apps
Perfect for high-impact storytelling in homes across Tier 1 & Tier 2 cities.
3. Apps, News Portals & Web Inventory
Trzy Next also activates campaigns across:
- – Mobile apps (finance, news, fitness, games)
- – Regional news sites
- – Top Indian and global exchanges
Best for scaling impressions while controlling for performance and visibility.
How Trzy Next Builds High-Performance Programmatic Campaigns
Running programmatic ads isn’t a plug-and-play job, it requires planning, tech and sharp execution.
Here’s our campaign formula:
1. Audience-First Planning
We define who you need to reach and why, using:
- – First-party brand data
- – Platform audience insights
- – Regional + language trends
- – Behavioral patterns
We don’t just run ads, we aim with precision.
| Goal | Platform | Format |
|---|---|---|
| Awareness | JioHotstar, SonyLIV | Video (Pre-roll, CTV) |
| Consideration | News apps, OTT display | Rich banners, mid-rolls |
| Retargeting | Mobile apps, web | Display, native, video |
| Action | All platforms | Click-to-WhatsApp, CTA ads |
All managed centrally on The Trade Desk DSP.
3. Creative Strategy That Converts
We:
- – A/B test multiple creatives
- – Localize visuals & language
- – Format for CTV, mobile & in-app
- – Use dynamic elements for personalization
The best ad wins not just on media, but on message.
4. Live Tracking + Optimization
We monitor daily:
- – Impressions, reach, CTR
- – Completion rates
- – Post-click behavior
- – Cost per result
And we adjust:
- – Budgets
- – Targeting
- – Creatives
Always live. Always evolving.
5. Custom Reporting That Makes Sense
After every campaign, we deliver:
- – Performance summary
- – Key insights
- – Strategic next steps
Our reports are built to help you learn and scale.
The Takeaway: Why Your Brand Shouldn’t Wait on Programmatic
By now, it’s clear: programmatic advertising is the standard, not the trend.
In a fragmented, digital-first India, your brand needs campaigns that are:
- – Data-driven
- – Cross-platform
- – Creative
- – Real-time optimized
That’s exactly what Trzy Next delivers.
Ready to make your media smarter?
Let’s build your next campaign across JioHotstar, OTT apps and Connected TV, with the power of programmatic performance marketing.
Book a consultation with Us.
