MUMBAI: Video advertising is no longer playing on just one screen and MiQ wants marketers to keep up with the plot. The global programmatic services and technology partner recently hosted its ‘Total Video Solutions in the Age of AI’ event in Gurugram, bringing marketers, agency leaders and industry experts together to examine how AI, data and technology can help navigate India’s increasingly fragmented video landscape.
A key focus of the event was the YouTube Activation Partner Program (YTAP), of which MiQ is an inaugural member, alongside a deep dive into its Advanced TV offerings. The company also demonstrated MiQ Sigma, its AI-powered advertising technology, and outlined how it is being extended in India through partnerships with Google, Pixability and Samba TV.
The event opened with an overview of MiQ’s six-year growth journey in India, before turning to the changing nature of video consumption and the challenge of reaching audiences spread across television, Connected TV, YouTube, social platforms and online video.
At the centre of the discussion was how marketers can move beyond fragmented channel planning and connect viewing behaviour across platforms. MiQ positioned Sigma as a system designed to bring together data, platforms and measurement to help marketers plan, activate and evaluate campaigns across the wider video ecosystem.
The leadership panel, ‘Next Chapter of Video at MiQ: Global Innovation, Local Impact and What’s Ahead’, was moderated by Varun Mohan, Chief Commercial Officer, MiQ, with Ribhu Mishra, VP – Revenue, MiQ India; Sachi Gurudanti, Director – Product, MiQ India; and Tom Richards, Senior VP – Product, MiQ, joining the conversation.
Mohan said India’s video ecosystem was reaching an inflection point as consumers increasingly split their time between different channels and platforms. He highlighted MiQ’s focus on combining data, platforms and measurement through MiQ Sigma, while pointing to its YouTube expertise as a factor in its inclusion in the YTAP programme.
Max Stolton, YouTube Activation Partner Lead at Google, said the YTAP programme is designed to help advertisers identify partners that can unlock the broader YouTube ecosystem. He described MiQ as a key partner through its MiQ Sigma technology and campaign management capabilities across YouTube and Connected TV, while highlighting India’s importance to YouTube.
The conversation then moved from YouTube to the wider screen literally. An expert panel titled ‘From YouTube to CTV and Beyond: Connecting the Modern Consumer Journey in a Fragmented Ecosystem’ examined how brands can bring together traditional TV, streaming, social and online video within a more unified, full-funnel strategy.
The panel also explored the role of data, AI and technology in improving planning, activation and measurement, with discussions around incremental reach, efficiency and business outcomes.
The evening ended on a musical note, with a live performance by Abhijeet Sawant, India’s first Indian Idol winner.
For MiQ, the event served as a showcase of its evolving proposition in India: as audiences fragment across more screens and formats, the company is betting that smarter use of AI, data and connected measurement can help advertisers bring the pieces of the video puzzle together.
