Why Connected TV is the next big revolution in digital advertising


The growing adoption of smart TVs has made connected television (CTV) an important vehicle for advertisers in India. Experts say that CTV has many advantages when it comes to advertising.

First, CTV complements linear television by providing additional reach for brands. Second, CTV offers a captive audience for highly engaged and affluent brands. Third and most important factor is that CTV advertising is cost effective in addition to providing targeting and measurability capabilities.

In a mobile-centric digital market like India, OTT platforms are very optimistic about CTV, both from an audience engagement and monetization perspective.

Manish Kalra, Commercial Director of ZEE5 India, believes advertising on CTV is the next big frontier for brands in India as smart TV subscriptions have skyrocketed in recent years. “From an advertising perspective, CTV provides a strong platform to engage with the young, highly engaged and affluent millennial audience, resulting in an increased propensity to spend due to higher disposable incomes. “

GroupM India President – ​​Data, Performance and Digital Products, Atique Kazi, notes that CTV advertising will allow brands to consider creating additional reach on linear TV. “They will try to focus on a niche/end audience, avoiding linear TV waste or to reduce the overall costs of TV advertising investments. Many brands are already active in all categories and FMCG brands have been the early adopters of CTV advertising,” he said. declared.

Unlike global markets, the cost of CTV advertising is very competitive in India. “Currently, CTV pricing is very competitive in India compared to global markets. This is the right time to step into the space and create an engagement funnel awareness for marketers,” said Kazi said.

According to Tejinder Gill, Managing Director of The Trade Desk India, CTV enables marketers to use data science to measure, optimize and modify their TV campaigns in real time.

“CTV allows advertisers to apply data in a way that is simply not possible with linear television. It’s no longer about reaching an audience at a certain time on a certain show, but about reach an audience based on what we know about their preferences,” he added.

Gill also said advertisers can benefit from reach and frequency reporting — including insights into linear TV exposure — and connect their campaigns to real-world metrics like store visits and conversion increases. brand.

He also mentioned that the transition from linear television to CTV is much more important than the digital transformation of other content channels. Indian marketers, he said, see CTV as an opportunity to apply data to what is often the largest segment of their advertising spend.

“As marketers look to advertise across different digital channels where the consumer journey can be accurately mapped and understood, CTV is fast becoming a key part of omnichannel campaigns. CTV can reach consumers in a high-quality viewing environment and measure the full impact of their campaigns in real time,” he said.

Prabhvir Sahmey, Samsung Ads Senior Director for India and Southeast Asia, said brands that are willing to invest and learn more about this growing medium will reap the rewards by being forward-thinking. and ahead of the trend. “CTV provides the ideal environment for brands to combine the big screen, high-quality experience of TV ads with the targeting precision and measurability already seen in digital advertising,” he said.

Sahmey further stated that AVOD video platforms will play a pivotal role in CTV advertising for years to come.

Nikhil Kumar, Vice President of Affle-owned Mediasmart, India and MER, said advertisers around the world and in India are benefiting from this unique omnichannel connected CTV advertising experience. Customers, he said, use CTV for high-impact storytelling on CTV, amplified engagement on audience exposed to CTV on mobile, and driving action and conversion on mobile.

He also pointed out that brands can launch CTV campaigns to a specific audience in the same household, target premium inventory, measure results, and also drive them to the nearest store. “If one were to look at CTV’s brand impact versus traditional TV or online video, CTV has historically been found to lead on both ad awareness and brand awareness metrics. purchase intent compared to linear TV, on independent brand improvement surveys,” he added.

Tejinder Gill of Trade Desk India believes the industry is only scratching the surface when it comes to CTV advertising. “While India’s TV audience is rapidly shifting towards CTV, advertising spend is not yet fully integrated. We have only scratched the surface of TV advertising transformation and what it means for advertisers in India.”

mediasmart’s Kumar said cheaper and easy availability of smart TVs and dongles (Amazon Fire Stick, Chromecast, etc.) and internet packages, along with compelling content propositions from major OTT players, will significantly accelerate growth. of CTV in the future.

“As consumers spend more time on this device and content format, advertising dollars will also eventually move in that direction as the Indian market will see growth for both SVOD (Subscription Video-on-Demand) ) subscriber-funded and advertiser-funded AVOD (Advertising Video-on-Demand) on CTV, so we remain optimistic about this opportunity and view India as a key market for our CTV business on mediasmart,” he said.

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