The rise of CTV in India is set to usher in a remarkable year of cutting-edge generative AI solutions and data mathematics that will revolutionize the world of advertising. With its unparalleled precision, personalization, and refinement, CTV is poised to offer a whole new advertising experience that is sure to impress. According to Statista, about 25 million Indian households have already embraced CTV, which is expected to double by 2025. The benefits of CTV over linear practices are simply too great to ignore, and its continued success is virtually assured.

Adhering to this, the rise in viewership on CTV is evidence of its high potential in today’s video-centric society. The use of connected TV (CTV) complements geofencing, which also incorporates factors such as content, behavior, time, and device into targeting a community in specific regions. This convergence of data helps brands gain a better understanding of their audience’s changing behavioral patterns and run campaigns with improved return on advertising spend (ROAS). For example, data on the millennial and Gen Z audience, as well as the dominance of smart TV across CTV devices, support brands in efficient ad campaigns that meet their brand’s key performance indicators (KPIs). Supported by an IAB survey, an overwhelming 84% of advertisers believe that when it comes to targeting options, CTV (Connected TV) outshines regular TV.

Similarly, ad-supported apps generated 48% of CTV viewership and suggest more proficiency in the future with the availability of ad-friendly subscription tiers. Moreover, the increased CTV integration into cross-channel advertising provides marketers with better campaign measurements across channels. Which further improves ad relevance and overall reach with greater efficiency. This extensive perfection is leveraged by CTVs to brands globally via its premium metrics, like

The Influence of Artificial Intelligence in the Growing Omnipresence of CTV

Artificial intelligence and machine learning have also made a fair contribution, as with their assistance, brands can access comprehensive data analytics to determine what best suits their interests based on specific parameters, such as timing. When presented with advertisements during times of heightened emotions, viewers’ connection with these ads is strengthened. This drives them directly to the landing page and increases the likelihood of converting them into potential consumers for the brand. For instance, imagine stumbling upon an attractive promotional travel advertisement while watching a travel documentary or travel show. This experience can awaken the wanderlust in the viewer, leading to an emotional hike and an overall improved consumer experience.

Hereby, a brand’s credibility, visibility, and awareness are directly proportional to how strategically positioned the ad is in alignment with the user’s intent. Determined by individual consumer preference, this could be in the conventional pre-roll format. Maybe mid-roll, which catches attention amidst an emotional rollercoaster, or post-roll, leaving viewers with lingering thoughts.

CTV complements premium content and assures brand safety

Advertisers are now highly concerned about being associated with false, objectionable, or inflammatory content, which can severely damage their reputation. Therefore, there is a surging demand for more premium content associations in the future, as they capture significantly more attention and yield better outcomes.

Moreover, in recent years, Connected TV (CTV) has become very popular for advertisers due to its ability to reach a highly engaged opt-in audience. It offers a comprehensive solution to changing device privacy, improving ad relevance, and enhancing the user experience. Additionally, it emphasizes engagement and drives results, supported by interactive ad formats such as embedded QR codes and countdowns, which have become increasingly prevalent in the CTV digital space.

The combination of technology, refined geofencing, and an understanding of changing consumer behaviors in CTV has undoubtedly led to the transformation of the digital advertising landscape. Connected TV (CTV) is emerging as a game-changer in the advertising industry, offering forefront solutions to brand concerns. It offers metrics like premium content and various targeted ad formats such as Zoom ads, bumpers, L-banners, mastheads, and spot frames. Which further assists in maximizing ROIs and creating a more digitally efficient wave in advertising media.

Written by Vishal Singh, Country Head – India, Xapads Media.