India Sees 78 Million New CTV Viewers in a Year, Raising Questions on Ad Spend Value
· 3h ago · Originally reported by Storyboard18
India's connected TV (CTV) audience grew by 78 million in the past year, prompting brands to assess whether their increased spending on premium CTV advertising delivers measurable value. The surge in viewers highlights the need for better measurement and proof of effectiveness for CTV ad investments.
Why it matters
As CTV viewership rapidly expands in India, advertisers must ensure their budgets are delivering real results and not just paying a premium for unproven reach. This challenges the industry to improve measurement and transparency.
Explain it like I’m new here
It's like more people got smart TVs, so brands want to know if their expensive TV ads are really working or just costing more.
Read the original at Storyboard18
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.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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