Better media reporting
84% of households in India have more than one user watching connected TV, and nine out of 10 CTV viewers are exposed to commercials, according to mediasmart’s latest India CTV 2. 0 report.
mediasmart, an Affle company, has unveiled the current edition of its India CTV Report 2022 titled “India says yes to connected TV!”
The report highlights customer adoption trends in metropolitan and non-metropolitan spaces and a significant shift in CTV’s advertising outlook for brands and marketers.
According to the report, the Covid-19 pandemic has been a catalyst with more families stressed by broadband connections. As we enter the holiday season across the country, this trend continues with more and more users finding CTV as the new way to consume content. at home with families. In many Indian families, the phenomenon of co-viewing in CTV takes place through adults, adding users from older demographic groups.
Globally and in India, marketers are employing CTV to tell high-impact stories, increase logo engagement, and drive mobile action and conversions. Opportunities for the logo have an effect during the existing holiday season.
According to the report, CTV’s most sensible trends and perspectives include:
Nikhil Kumar, Vice President, India and SEA, mediasmart, said: “Our report this year delves into the success and impact of CTV. It’s attractive how CTV has grown underground and non-underground. It’s a big revelation to see the expansion of CTV in a circle of family members who see a phenomenon that attracts other people to their living rooms. CTV’s audience is slightly distributed in the diversity of content presented across many OTTs and is now starting to explore new genres like games, live news, and other more sensible options. This shift in intake has also led to a significant expansion in shared viewing that is also not limited to a certain demographic or geographic segment. and cellular and drive impact. “
Shailesh Varudkar, Chief Commercial Officer at VTION, said: “Our partnership with mediasmart in 2021 was the first study of its kind on CTV’s audience in India and its habits, it cut across demographics and came at a time when there was little industry wisdom about this category. This year, as we increasingly enter the country, new insights from our CTV2. 0 report will give new impetus to the growing appetite and enthusiasm for CTV among consumers and advertisers.
Amardeep Singh, co-founder and CEO of Interactive Avenues, explained India’s potential as a physically powerful market for OTA TV adoption: “Network TV has the potential to effectively democratize TV advertising by allowing even low-budget advertisers to connect with audiences. “on TV. This edition of mediasmart’s report will help advertisers better perceive media nuances and convert customer behavior, and will motivate confidence in CTV’s role as an impactful advertising medium through measurable technologies such as mediasmart’s CTV Household Sync.
Gopa Menon, Head of Digital South Asia, Mindshare, added: “India is a young market with great potential for TV adoption and TV provides wonderful opportunities for advertisers, where they can get false information about consumer viewing behavior and also target express cohorts to push the logo message well and efficiently.
Vishal Chinchakar, CEO of Madison Digital, added: “We have come a long way from last year, when the ecosystem in India was launched to explore the CTV opportunity, to now, when the most sensible consumers insist on inclusion/a better understanding of CTV in their media plans.
Commenting on CTV’s effect on logo enhancement, Mohit Joshi, CEO of Havas Media Group India, said: “The CTV ecosystem creates meaningful exposures to succeed in the target audience. Platforms and formats have opened up a huge opportunity for us to innovate. , strategize and create the most productive practices for CTV advertisers.
Shibu Shivanandan, founder and CEO of PivotRoots, said, “The merit of CTV advertising is that, unlike classic television, advertisers can decide on their potential audience. As a result, a complete shift from one-time purchases to big-screen audience purchases is now imaginable thanks to virtual orientation features and can be purchased and served programmatically.
For detailed information, trends and opinions from veterans, you can view the full report here.
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