Gurugram: As India enters its peak festive buying cycle, a new report by VDO.AI, a leading advertising technology innovator, has revealed that viewers are engaging with consumer electronics ads on Connected TV (CTV) at record levels. The Consumer Electronics Ad Engagement Benchmark Study analysed over 200 campaigns and found an average of ~91% video completion rate (VCR) — up from 87% last year — positioning CTV as a critical channel for discovery and conversion in the consumer electronics category.
The study also recorded a surge in interactive Display ad performance, with Click-Through Rates (CTR) peaking at 0.39% in Eastern India, the highest across regions, compared to 0.26% last year, indicating that consumer-initiated ad formats are rapidly gaining traction.
For high-consideration categories like televisions, appliances, and personal gadgets, CTV is now playing a pivotal role in the consumer’s research and decision-making process. With completion rates crossing 90%, the medium offers measurable pathways from awareness to intent-driven engagement. Interactive display experiences further strengthen recall during active browsing, signalling a strong consumer preference for storytelling-led advertising in distraction-free, premium environments.
The study also noted that brands leveraging advanced interactive formats — such as API-triggered and contextual creatives — achieved deeper integration into consumer journeys, turning advertising from a passive touchpoint into an active brand experience.
Regionally, the East led with the highest CTR at 0.39%, followed by the South (0.26%), North (0.23%), and West (0.22%). Formats like Scratch-to-Reveal displays emerged as the most popular, reflecting a broader industry shift toward engagement-led digital storytelling.
Commenting on the findings, Arjit Sachdeva, Co-founder and CTO, VDO.AI, said, “Our recent study argues that such a high video completion rate is not simply a function of placement but of format and intent. Consumer electronics are inherently research-driven: buyers spend time evaluating specs, reviews, and demonstrations before purchase. In that context, CTV’s distraction-free canvas lets brands tell longer, clearer stories that viewers are willing to watch to the end. Paired with high-engagement display formats, this data confirms that the most successful campaigns are blending entertainment with high-intent exploration.”
With India’s consumer electronics ad spends projected to grow over 20% YoY during the festive quarter, VDO.AI’s findings underline that the future of digital advertising will be driven by formats blending entertainment, interactivity, and intent—making CTV and interactive display the new cornerstones of brand engagement strategies.
