Reach Africa partners with V to expand CTV scale

Reach Africa has announced a new partnership with V, formerly known as VIDAA, to strengthen its operating system layer across the continent. The agreement adds to Reach Africa’s existing collaborations with original equipment manufacturers, platforms, free streaming channel environments and broadcasters.

This partnership addresses a longstanding market challenge around fragmentation and scale by giving advertisers expanded access to premium audiences via the device OS layer, enabling consistent reach, brand-safe environments and high-impact placements that complement existing app and publisher environments across the continent. VIDAA today already powers millions of Smart TVs across the African continent, working with renowned OEMs such as Hisense, Toshiba, and over 400 other brands.

Ryan Silberman, founder at Reach Africa, noted that this is a significant win for the African Connected TV (CTV) market, as advertisers now have access to premium, full screen and highly viewable placements directly on the TV Home screen, native discovery formats and contextual video environments.

“We’re effectively enabling brands to add new moments earlier in the viewing journey, alongside in-content and app-based environments, with measurable delivery and frequency control. Combined with Reach Africa’s aggregation and reporting layer, advertisers can expect improved targeting, transparent measurement and the ability to plan CTV campaigns with the same confidence and scale as traditional television, alongside the precision of digital,” he said.

Silberman said that as Smart TV adoption has ramped up across the continent, the African CTV landscape has remained fragmented, with advertisers often required to plan and buy inventory app by app. By integrating with VIDAA at the OS layer, the partnership can simplify access to premium CTV environments, enabling more streamlined planning as the market continues to mature.

Guy Edri, CEO of V: “Africa represents one of the most exciting growth frontiers for Smart TV advertising. Partnering with Reach Africa enables V to scale premium inventory across Sub-Saharan Africa while ensuring brands connect with audiences in ways that are locally relevant, measurable, and impactful.”

Silberman said that the partnership will prioritise ongoing innovation, including richer data signals, improved local content discovery, the growth of streaming channels and monetisation opportunities beyond global platforms alongside local and regional services.

“By opening up OS level inventory, we’re also creating new revenue opportunities for regional publishers, broadcasters and content owners, helping local platforms sit alongside international services to create a more balanced and inclusive ecosystem,” adds Silberman.

www.reachafrica.com

www.vidaa.com

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