The platform brings together hyperlocal intelligence, campaign planning, media discovery, rate benchmarking, buying and performance analysis across multiple advertising formats.
New Delhi: Connect Network has launched IMMERSIVE, an Agentic AI-powered platform designed to support brands and agencies in marketing planning, media discovery, buying, campaign monitoring and performance optimisation.
The platform has been developed for India’s fragmented media and marketing landscape, where audiences, cultures, mobility patterns, media availability and pricing can vary significantly across locations.
Connect Network said IMMERSIVE provides marketers with access to hyperlocal information across cities, towns and villages, allowing them to study local media options and pricing without being physically present in the market.
The platform uses Agentic AI to process information related to brand objectives, audience behaviour, location data, media availability, market conditions, environmental factors, pricing benchmarks and previous campaign performance.
Based on this information, it generates recommendations that can be used during campaign planning and media selection.
The company said the platform is intended to assist media planners and marketers rather than replace human decision-making. Users can search for advertising inventory, compare rates, assess media opportunities and create campaign plans across locations.
IMMERSIVE covers advertising formats and categories including out-of-home, digital out-of-home, cinema, rural marketing, experiential marketing, brand activations, shopper marketing, transit, airports, retail and hyperlocal marketing.
Its functions include AI-based campaign planning, audience and location intelligence, creative optimisation, media discovery, live rate benchmarking, media buying intelligence, campaign monitoring, performance analytics, a repository of advertising work and continuous AI learning.
Haresh Nayak, Founder & CEO, Connect Network said, “With Agentic AI, we are democratising hyperlocal marketing intelligence. Whether someone has spent twenty years working in a city or has never visited it before, they can now understand the local media landscape, benchmark rates, evaluate opportunities and build intelligent media plans within minutes."
Aditya Goel, President, Connect OOH, added, “India’s diversity posts the biggest planning challenge for all marketers. IMMERSIVE provides access to audience and location intelligence that enables marketers to make data backed decisions across geographies. This is a significant step toward making AI a partner in modern media planning.”
Fabian Cowan, Director, Connect Digital said, “"Behind every great product, there is someone who wished there was a better way to do something. When it comes to OOH; geography is not just a backdrop, it is the medium itself. With IMMERSIVE the challenges of geographical reach and insights have now been relegated to history.”