Ventes Avenues & SuperCTV partner with Xiaomi PatchWall for CTV ads
CE DESK 
Ventes Avenues and SuperCTV have partnered with Xiaomi PatchWall to expand Connected TV advertising opportunities for brands in India.
The collaboration brings together Xiaomi’s smart TV ecosystem, SuperCTV’s Connected TV technology, and Ventes Avenues’ advertising infrastructure and market relationships. Together, the companies will develop platform integrations, technology solutions, and advertising capabilities for brand placements across the Xiaomi PatchWall environment.
Under the partnership, SuperCTV will manage the technology and platform infrastructure needed to support the advertising offering. Ventes Avenues will lead advertiser and media agency partnerships, market development, and campaign activation for Xiaomi PatchWall Masthead opportunities in India.
The partnership gives brands access to premium home-screen advertising formats on connected televisions, allowing them to reach viewers at the beginning of their viewing journey. Such placements can offer strong visibility because they appear within the smart TV interface before users begin watching content.
The companies also plan to support flexible campaign activation through private marketplace and programmatic guaranteed models. This could help advertisers combine the impact of large-screen visibility with more structured buying, audience targeting, and campaign measurement.
For Xiaomi, the arrangement strengthens PatchWall’s role as both a content discovery platform and an advertising environment. For Ventes Avenues and SuperCTV, it creates an opportunity to build a scalable CTV proposition in India, where connected television usage and smart TV adoption continue to expand.
The partnership also reflects the changing nature of television advertising. As audiences move across linear TV, streaming services, and connected devices, brands are increasingly seeking premium inventory that combines reach, relevance, brand safety, and measurable outcomes.
