Reach Africa has announced a strategic partnership with VIDAA, the smart TV operating system platform now branded as V, in a move set to reshape Africa’s fast-growing Connected TV (CTV) advertising ecosystem.
The collaboration strengthens Reach Africa’s position within the smart TV value chain by integrating directly at the operating system (OS) layer, complementing its existing partnerships with original equipment manufacturers (OEMs), streaming platforms, broadcasters, and free ad-supported environments.
The integration aims to address one of the region’s biggest digital advertising challenges, fragmentation, while unlocking scalable, premium inventory for brands.
Africa’s CTV Market
Africa’s CTV market has expanded rapidly alongside increasing smart TV adoption, but advertisers have long struggled with fragmented inventory spread across multiple apps and platforms.
The Reach Africa–VIDAA partnership seeks to simplify this complexity by offering unified access to audiences at the device level.
VIDAA powers millions of smart TVs globally, including devices manufactured by leading brands such as Hisense and Toshiba, as well as hundreds of other OEMs.
Through the partnership, Reach Africa can deliver advertising placements directly on the TV home screen, content discovery interfaces, and native video environments.
This OS-level access allows advertisers to reach viewers earlier in their content journey, before they even open individual apps, creating new opportunities for high-impact, full-screen advertising formats.
Measurable Reach
According to Reach Africa founder Ryan Silberman, the partnership enables brands to tap into premium, highly viewable placements with improved measurement and targeting capabilities.
The integration combines Reach Africa’s aggregation and reporting layer with VIDAA’s device-level reach, giving advertisers enhanced visibility into campaign performance.
This includes frequency control, audience targeting, and transparent reporting, features traditionally associated with digital platforms but now extended into the CTV space.
The result is a hybrid model that blends the scale of traditional television with the precision of digital advertising.
“We’re enabling brands to engage audiences at new moments in the viewing journey,” Silberman noted. “Advertisers can now plan campaigns with the same confidence and reach as traditional TV, while benefiting from digital-level insights and control.”
For VIDAA, the partnership represents a strategic expansion into one of the world’s fastest-growing digital markets. CEO Guy Edri described Africa as a key frontier for smart TV advertising, driven by rising internet penetration, affordable smart devices, and a growing appetite for streaming content.
Through Reach Africa, VIDAA will scale premium advertising inventory across Sub-Saharan Africa while ensuring campaigns remain locally relevant and measurable.
The partnership also reflects a broader shift in the global media landscape, where connected TVs are emerging as a primary screen for both content consumption and advertising.
Driving Local Content
Beyond advertising efficiency, the collaboration is expected to support broader ecosystem development across the continent.
Both companies have signalled plans to invest in innovation, including richer data signals, improved content discovery, and the expansion of streaming channels.
Crucially, the partnership will open new monetisation pathways for local publishers, broadcasters, and content creators by making OS-level inventory accessible beyond global platforms.
This approach could help level the playing field for regional players, allowing them to compete alongside international streaming services while benefiting from increased visibility and revenue opportunities.
As Africa’s digital media landscape continues to mature, the Reach Africa–VIDAA partnership positions itself as a key enabler of a more unified and scalable CTV ecosystem.
With smart TV adoption accelerating across the continent, OS-level advertising may become a critical layer in Africa’s next phase of digital transformation, bringing together scale, precision, and inclusivity in one of the world’s most dynamic markets.
