Beyond mobile, Affle wants advertising to follow consumers across screens

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TL;DR:

Affle is betting that advertising growth will follow consumer attention beyond mobile into connected TV and intelligent devices, as India’s digital ad market expands and brands demand measurable cross-screen conversions rather than isolated impressions.

Article:

Affle is widening its advertising strategy beyond mobile, betting that the next phase of digital ad growth will come from following consumer attention across connected TV, mobile and emerging intelligent devices rather than treating each screen as a separate channel.

The shift matters as advertisers increasingly demand measurable outcomes across fragmented media consumption. Affle now positions its consumer platform around AI-led conversions across mobile, CTV and other connected devices, a strategy reinforced by its recent expansion of its technology stack.

The economics support the move. India’s advertising market is forecast to reach ₹2.02 lakh crore in 2026, up 9.7%, with digital accounting for an estimated 68.1% of revenue, according to WPP Media’s latest India forecast.

Affle is already riding that growth. In Q1 FY2027, revenue rose 20.4% year-on-year to ₹747.2 crore, while its cost-per-converted-user business delivered 12.4 crore converted users.

The company has long argued that device strategy should follow behaviour. Anuj Khanna Sohum said in an earlier earnings call that Affle would focus wherever “consumers’ attention and eyeball” move, pointing specifically to connected TV and wearables alongside mobile.

That approach is becoming more relevant as CTV gains scale in India. Kantar research has identified millions of incremental CTV viewers and a growing digital-only audience, giving advertisers another measurable route to consumers beyond linear television.

The larger implication for marketers is straightforward: media planning is shifting from buying screens to mapping journeys. Platforms that can connect attention, identity and conversion across devices stand to capture more advertising budgets, provided privacy, measurement quality and genuine human engagement keep pace.