Gurugram: In a strong signal of shifting consumer attention and media preferences, VDO.AI, a global advertising technology company, has revealed that fashion brands are achieving a remarkable ~97% video completion rate on Connected TV (CTV). The findings, part of a comprehensive study conducted by the company, underscore how Indian viewers are increasingly engaging with fashion content in premium, distraction-free CTV environments.
The study analyzed viewer behavior during peak seasonal advertising periods, highlighting how fashion brands are successfully marrying immersive storytelling with CTV’s cinematic and interruption-free experience. These factors have collectively driven sustained attention and active participation from viewers, making CTV a high-performing channel for fashion advertising.
According to the report, 67% of top-performing fashion campaigns leveraged Advanced CTV formats, such as Dynamic Creative Optimization (DCO) and API-triggered ads, enabling real-time, contextually relevant content delivery. An additional 23% adopted Advanced Online Video (OLV) formats, further contributing to seamless, interactive shopping journeys directly within the viewer interface.
Interestingly, the research revealed significant regional engagement variations, with Southern cities such as Bengaluru, Chennai, Hyderabad, and Goa outperforming Northern counterparts like Delhi, Chandigarh, Jaipur, Agra, and Jaisalmer. Engagement in these southern regions surged by 87%, signaling a growing appetite for CTV-based fashion storytelling in tech-savvy, urban centers.
“Connected TV represents the convergence of cinematic storytelling capability with precision targeting that fashion brands require. Such a heightened completion rate validates our thesis that when content quality meets the right viewing environment, consumer engagement follows naturally. We are sure these insights will help fashion marketers make the right decision to move beyond traditional impression-based campaigns toward more sophisticated storytelling approaches that build emotional connections with consumers,” said Amitt Sharma, Co-founder and CEO, VDO.AI.
Arjit Sachdeva, Co-founder and CTO, VDO.AI, added, “CTV provides a high-quality, distraction-free, full-screen experience, especially powerful for a visually driven category like fashion. As a result, fashion brands are increasingly leveraging advanced CTV advertising formats to create shopping-like experiences. Interactive elements such as CTV Carousel Ads and Store Discovery Units are enabling viewers to explore collections and brand offerings without leaving their screens, mimicking the intuitive browsing behaviour familiar from social media and e-commerce platforms.”
These findings signal a strategic inflection point for fashion marketers. With CTV demonstrating not just elevated awareness but also measurable engagement and purchase intent, brands are now shifting significant advertising spends away from traditional formats toward advanced, intent-driven CTV campaigns.
VDO.AI’s latest report establishes Connected TV as a powerful medium for fashion brands to drive deeper engagement, tell richer stories, and connect meaningfully with their audiences — all in the comfort of viewers’ living rooms.
