Connected TV in India Emerges as Key Battleground for Advertising Value
· 16h ago · Originally reported by Adgully
Connected TV (CTV) is gaining prominence in India, shifting from being a promising new screen to a major focus for advertisers. As more viewers adopt CTV, competition among brands and platforms to capture advertising value is intensifying.
Why it matters
CTV's growth in India signals a shift in how advertisers reach audiences, with new opportunities and challenges for targeting and measurement. Understanding this trend is crucial for brands and tech providers aiming to stay competitive.
Explain it like I’m new here
It's like everyone in the neighborhood getting smart TVs, so companies are racing to put their ads on those screens.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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