Mumbai: 64% of viewers showing increased responsiveness to ads on streaming platforms. This underscores the growing preference for personalised CTV experiences over traditional linear TV.
Ad tech company VDO.AI, has unveiled its latest report shedding light on the burgeoning landscape of Connected TV advertising in India. Developed in collaboration with industry figures, this report offers insights into the transformative potential of CTV within the Indian advertising ecosystem.
Anuj Kapoor, Professor at the Indian Institute of Management – Ahmedabad, provided invaluable research insights that underpinned the analysis. Kapoor’s expertise illuminated the profound evolution of CTV, showcasing its transition from traditional linear TV to a personalized, on-demand viewing experience tailored to individual preferences.
Vikas Chawla, Co-Founder of Social Beat, played a pivotal role in guiding the trajectory of the report. Leveraging his extensive experience and industry acumen, Chawla’s expertise in understanding post-ad actions and their implications for stimulating product interest among audiences enriched the analysis, offering advertisers actionable strategies to maximize the impact of their CTV campaigns.
India’s anticipated rise as the third-largest market by 2024 underscores the pivotal role of CTV advertising in shaping the country’s media landscape. This shift is exemplified by CTV’s significant presence in the top six metros, with Delhi leading with 3.5 million users, followed closely by Mumbai and Bengaluru with 2.2 and 1.6 million users, respectively.
Amitt Sharma, CEO – VDO.AI, stated, “This report serves as a comprehensive guide for advertisers, offering actionable insights and best practices to navigate the complexities of CTV advertising effectively, ultimately empowering them to capitalise on the immense potential of this burgeoning medium.”
