Why CTV enables stronger brand connect

Along with metaverse, gaming, and increased consumer privacy consumer protection, connected TV is emerging as a big advertising and marketing trend for 2023, and for good reason.

With currently around 20 million households having internet-enabled TVs (and many, if not most houses having multiple TVs), the segment is expected to only grow exponentially, creating a slew of new opportunities for brands in a market that so far has primarily been driven by mobile phones. 

The current penetration of connected TVs is around 55 million+. These audiences are more affluent, with higher LTVs and MUVs compared to a mobile-only audience and fall predominantly into the primary TG for most brands.

Big Picture

Yatin Balyan, Managing Partner, National Head of Media Investment at Omnicom Media Group India, believes connected TVs are set to continue growing in India's predominantly mobile-first market as a unique and new touch point for marketers due to the emergence and evolution of smart TVs and internet availability and cheap data traffic, which allows consumers access to connected TVs now more than ever. Besides, there is the return of cord-cutting audiences coming back to television via connected TV, and the immersive viewing experience it offers.

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Although OTT on mobile saw an increase during the pandemic, it is now evident through metrics that audience attention is captured more effectively when streaming content via connected TV.

“The concept of binge-watching on demand in case of non-live content is a big enabler for content consumption on CTV. By consistently and optimally leveraging these trends from time to time, brands can benefit from CTV and win over new consumers in exciting new ways and drive results. Furthermore, to improve audience engagement, advertisers can identify tent pole properties that are live or non-live and build surrounding visibility around them,” he says.

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