What this Blog Covers?
This comprehensive guide explains Connected TV (CTV) advertising in India – from understanding what CTV actually is (Smart TVs + streaming apps) to planning successful campaigns on platforms like YouTube CTV, JioCinema, and Samsung TV+.
- Market Reality: 80M+ Indian households will have Smart TVs by 2025
- Platform Mix: YouTube CTV leads with 60M+ viewers, followed by JioHotstar
- Ad Formats: Interactive QR codes, shoppable videos, and masthead placements drive results
- Proven ROI: Brands achieve 2-10x performance lifts (Samsung, L’Oréal case studies)
- Strategic Shift: CTV combines TV’s storytelling with digital’s precision targeting
Perfect For: Marketers planning 2025 media strategies, D2C brands exploring big-screen advertising, and agencies transitioning from linear TV to measurable CTV campaigns.
Remember when TV meant cable channels, a remote, and scheduled shows? Fast forward to 2025, and our living rooms tell a different story. The TV is still there—bigger and smarter—but what we watch and how we watch it has completely changed. Enter: Connected TV (CTV).
With more than 80 million Indian households expected to own a Smart TV by 2025, CTV is quickly becoming the new media playground for brands. But if you’re a marketer trying to figure out how this fits into your advertising plan, it’s easy to feel lost in a jargon jungle—AVODs, FAST, ACR, attribution models… huh?
That’s why we’ve created this comprehensive (but friendly!) guide. Whether you’re a seasoned media planner or just dipping your toes into digital, this article breaks down:
- What Connected TV really means (and how it’s different from OTT or Linear TV)
- Why it’s exploding in India right now
- Who watches it—and what they want
- Which platforms and formats are best for your brand
- How to plan, run, and measure a high-performing CTV campaign
- Latest trends, tools, and Indian case studies
Let’s begin where all great campaigns do: with understanding the medium.
CTV Examples: What is Connected TV (CTV), Really?
When we talk about CTV examples, we refer to any television set that is capable of accessing the internet and streaming digital content. The most common example is a Smart TV—like those from Samsung, Mi, Sony, and LG—that comes with built-in internet connectivity and supports OTT platforms such as YouTube, JioCinema, SonyLIV, Disney+ Hotstar, and Netflix. These TVs typically offer app-based user interfaces and remote control access, making them ideal for on-demand content consumption.
Another popular category includes non-smart TVs that are made “smart” by plugging in external internet-connected devices such as Amazon Fire TV Stick, Mi Box, Chromecast, or gaming consoles like PlayStation and Xbox. These devices bridge the connectivity gap, allowing regular TVs to stream content via OTT apps.
Finally, many CTV platforms and OEMs like Samsung TV Plus or Xiaomi PatchWall offer curated user interfaces with access to FAST (Free Ad-Supported TV) channels, enhancing the digital experience on CTVs.
In essence, if it’s a television screen connected to the internet, either natively or through a device, and is used to stream video content—it qualifies as a Connected TV (CTV). Understanding these examples helps marketers identify the ad inventory available across various devices and target audiences effectively.
CTV vs. OTT vs. Linear TV: De-mystified
| Feature | Connected TV (CTV) | OTT (Over-The-Top) | Linear TV (Traditional) |
| Screen | Big (Smart TV, Fire Stick, etc.) | Any (Mobile, Tablet, Laptop, etc.) | Big (Cable/DTH-connected TV) |
| Content Source | Internet-streamed via apps | Internet-streamed via apps | Cable or satellite |
| Interactivity | High (QR codes, clickable elements) | High (mainly mobile-focused) | Low |
| Targeting | Digital (location, age, interest) | Digital | Broad demographic |
| Ad Measurement | Precise (views, completions, lift) | Precise | TRP-based, sample-based |
| Cost | Mid to High (depends on format/platform) | Wide range | High upfront |
To summarize, All CTV is OTT, but not all OTT is CTV.
How Does CTV Advertising Work?
At its core, CTV advertising delivers digital video ads on internet-connected televisions- through apps like YouTube, JioCinema, Disney+ Hotstar, and FAST channels.
Unlike linear TV, where ads are broadcast to all viewers at once, CTV uses programmatic technology to serve ads one-to-one based on viewer data. When someone watches content on their smart TV or streaming device (like Fire TV Stick or Apple TV), ad requests are triggered and filled via real-time bidding or direct buys.
Advertisers can target users by age, gender, region, interests, or even household income. For example, a high-income metro user watching a cooking show may see a premium kitchen brand ad, while a Tier 2 viewer watching devotional content may see Ayurvedic health ads.
These ads can be skippable or non-skippable, interactive (with QR codes), or contextually placed during pauses or on home screens. The result? A highly measurable, personalized viewing experience that performs across awareness, consideration, and action metrics.
Linear Television (LTV) Advertising vs Connected Television (CTV) Advertising
As India transitions from traditional TV habits to digital-first consumption, advertisers are increasingly evaluating CTV vs LTV in terms of reach, targeting, interactivity, and ROI. Here’s how they compare:
| Feature / Parameter | Linear TV (LTV) | Connected TV (CTV) |
| Delivery Mode | Broadcast via cable/DTH | Internet-delivered via smart TVs, OTT apps, set-top boxes |
| Audience Targeting | Broad demographic (region, genre) | Granular (age, income, language, location, interest, device) |
| Interactivity | ❌ Not available | ✅ QR codes, pause ads, shoppable formats, surveys |
| Measurement Metrics | TRP (Television Rating Point) | Brand lift, view-through rates, search lift, engagement |
| Ad Formats | 10–30 sec video ads, mostly interruptive | Diverse: skippable, non-skippable, CPH masthead, overlays |
| Real-Time Optimization | ❌ Not possible | ✅ Can optimize mid-campaign via digital dashboards |
| Attribution & Retargeting | ❌ Very limited | ✅ Full-funnel with cross-device tracking and retargeting |
| Cost Efficiency (CPM) | High for national reach | More efficient for segmented targeting and regional campaigns |
| Platform Reach | ~190M HHs (2024) | ~250M users / 80M+ HHs (2025) |
| Best Suited For | Mass awareness campaigns | Awareness + engagement + conversions |
| Key Players | Star, Zee, Sony, Colors | YouTube CTV, JioCinema, Disney+ Hotstar, Samsung Ads |
Why This Comparison Matters:
While Linear TV remains dominant in rural and older demographics, CTV is rapidly gaining traction among urban, affluent, and digitally savvy households. With better measurability and interactive capabilities, CTV is no longer just a digital upgrade—it’s a strategic necessity.
Tip: For brands looking to balance broad reach with precision, a CTV + LTV hybrid approach can offer the best of both worlds.
Why Is CTV Booming in India?
CTV is the fastest-growing screen in India—not a trend, but a media evolution. Let’s understand why:
- Smart TV Explosion: India had 45M Smart TV households in 2023, growing at 29% YoY (EY report). By 2025, this number is expected to touch 80M+ households since most new TVs today are internet-enabled by default.
- Cord-Cutting & Content Freedom: Viewers are ditching cable/DTH for on-demand apps since it gives them freedom of choice and better value for money.
- Tier 2-3 Cities Are Driving Growth: OTT and CTV content in regional languages is exploding. Platforms like JioCinema, MX Player, Zee5, and YouTube are leading reach in non-metros.
- YouTube CTV is the Game-Changer:In May 2023, 60M+ Indians watched YouTube on their connected TV (source: YouTube Spotlight Report) with viewers spending 2.5 hours/day on average. What is most interesting is that even on YouTube CTV, the peak usage mirrors primetime TV, ie. 7–10 PM.
- Affordable Data + Devices: With affordable broadband plans and smartphones doubling as remotes, even cost-sensitive households are CTV-ready.
Advantages of Connected TV (CTV) Advertising
Connected TV (CTV) advertising leverages the power of immersive storytelling of television and precise targeting of digital. For advertisers, this means unlocking the best of both worlds—impactful, full-screen creative formats delivered directly to audiences who are more engaged, addressable, and measurable than ever before.
One-to-one Targeting
Unlike traditional linear TV, which casts a wide but untargeted net, CTV enables one-to-one targeting based on viewer demographics, geography, interests, language preferences, and even device usage. Whether it’s a pause ad during a family binge session or a QR-enabled masthead during IPL on YouTube CTV, the ad experience is seamless, lean-back, and high-impact.
CTV Advertising is measurable
One of the biggest advantages is measurability. Brands can track impressions, view-through rates, brand lift, and even cross-device conversions—something linear TV can’t match in real-time. CTV also supports interactive formats like clickable ads, QR codes, and content overlays, making brand engagement measurable and actionable.
Moreover, the rise of AVOD (advertising video on demand) and FAST (free ad-supported TV) channels in India has made premium content more accessible to the masses, expanding the reach of CTV beyond affluent metros to Tier 2 and Tier 3 cities. With over 80 million CTV households and counting, advertisers can no longer afford to treat it as niche—it’s now a must-have in any media mix aiming for reach, relevance, and results.
Connected TV Audiences Targeted
The true power of CTV advertising lies in its ability to target highly specific audience segments. Advertisers can go beyond age and gender to focus on behaviors, geographies, language preferences, income groups, and even content genres.
For example, a skincare brand can target urban women aged 25–45 watching beauty content on YouTube CTV, while a regional food brand can advertise on Zee5 or JioCinema in vernacular languages.
Platforms also enable audience layering—combining device type (smart TV, dongle, gaming console) with location, interest clusters, and purchase intent. This makes connected TV audiences targeted with remarkable accuracy, especially in comparison to traditional broadcast.
Brands can also run retargeting campaigns that connect CTV exposure to mobile actions—creating a full-funnel experience across screens. Whether it’s affluent streamers in metro cities or co-viewing families in Tier 2 towns, CTV ensures every impression counts.
CTV Audience Persona: Who’s Watching? A Snapshot of India’s CTV Audience
Let’s break down Indian CTV audiences based on The Media Ant’s persona research + industry data.
📺 1. Urban Power Watchers
- Lives in: Metro & Tier 1 cities
- Age: 25–44
- Devices: Smart TVs, Fire TV, premium broadband
- Content: YouTube, Netflix, Disney+ Hotstar, IPL, global web series
- Brands they love: Samsung, L’Oréal, Swiggy, CRED
- Why advertise to them: High spending power, digital-native, media-multi-taskers
📺 2. Family-Led Bharat Viewers
- Lives in: Tier 2/3 cities, small towns
- Age: 30–55
- Devices: Smart TVs gifted or bundled with D2H
- Content: Daily soaps, cricket, reality shows, YouTube regional channels
- Brands: Dabur, Patanjali, LIC, local retailers
- Why advertise to them: Mass reach, influence family buying
📺 3. Gen Z & Kids on TV
- Lives in: Mixed
- Age: 8–24
- Devices: CTV + YouTube
- Content: Animation, influencers, live gaming, DIY shorts
- Brands: Oreo, FirstCry, Amazon, Byju’s, mobile games
- Why advertise: Future buyers, trendsetters, very high screen engagement
Disclaimer: The audience personas presented above are illustrative in nature and have been developed using publicly available industry data combined with The Media Ant’s internal insights. While they reflect broad trends in Connected TV (CTV) viewership in India, they are not intended for direct use in media planning. For precise audience segmentation and campaign planning, please refer to The Media Ant’s proprietary Connected TV Planning Tool, which provides accurate and granular data tailored to your brand’s needs.
Top CTV Advertising Platforms Dominating India’s CTV Space
There are 20+ platforms enabling CTV ads in India, but the big players dominate the eyeballs. Here’s who’s who:
| Platform | CTV Viewership (Est.) | Key Ad Formats on CTV | CTV Reach Focus | Unique Features on Connected TV |
| YouTube CTV | 60M+ viewers | Skippable & Non-skippable ads, Masthead, Shorts | Urban + Tier 2 | Cross-device sync, search lift, high brand recall |
| JioHotstar (Merged) | 55M+ viewers (est.) | In-stream, QR overlays, sports ad breaks, FAST banners | Mass + Youth + Sports fans | IPL/ICC rights, FAST channels, freemium access |
| Zee5 (CTV) | 20M+ viewers (est.) | Carousel, In-stream, Sponsored Originals | Regional + Tier 2 | Rich vernacular content, bundled with smart TV OEMs |
| MX Player (CTV) | 15M+ viewers (est.) | Pre-roll, Mid-roll, Rewarded Ads | Bharat-centric, Rural/Urban | Data-light content, Hindi & regional FAST, ad-heavy model |
| Samsung TV+ | 10–12M viewers | Pause Ads, Overlay Banners, FAST Channel Native Ads | Premium, metro digital homes | 100+ free channels via FAST, no app download needed |
| Amazon miniTV (CTV) | ~5M viewers (Fire TV only) | Display Ads, Sponsored Episodes, Branded Content Placements | Metro youth & OTT audiences | Native Fire TV placement, integrated with Amazon ecosystem |
FAST Channels
Free Ad-Supported Streaming Television (FAST) channels are linear-style digital TV channels delivered over the internet, offering curated content without subscription fees. Think of them as the OTT equivalent of Free-to-Air (FTA) TV—where viewers can watch 24/7 programming on platforms like Samsung TV+, JioCinema, and Zee5 without signing up or paying. For advertisers, FAST channels combine the mass reach of traditional TV with digital targeting, making them a powerful addition to the CTV mix.
Ad Formats on Connected TV: Explained for Indian Marketers
CTV offers a variety of ad formats—and they vary depending on the type of platform or device. Understanding which formats are available helps you build effective, screen-first creatives.
Let’s break it down by format and then by CTV type.
Common Ad Formats on CTV
| Format Name | Description | Best For | Devices/Platforms |
| Skippable Video Ads | Ads that can be skipped after 5 seconds. Typically 15–30 seconds long. | Broad awareness, storytelling | YouTube CTV, OTT apps |
| Non-skippable Ads | Forced-view ads (6–15 seconds). Viewer must watch the full ad. | Short impactful messaging | YouTube, JioCinema, Hotstar |
| Masthead Ads | Premium YouTube format: 30-second autoplay ad on TV home page. | High-impact brand visibility | YouTube CTV only |
| Overlay/Display Ads | Static or semi-transparent banners during video playback. | Subtle reinforcement, recall | FAST channels, Fire Stick |
| Shoppable QR Ads | Video ad with QR overlay—viewer can scan to visit brand/store on phone. | Performance + brand synergy | YouTube, Fire TV, OTT apps |
| Branded Content | Brand embedded within shows, cricket coverage, or OTT storylines. | Native storytelling, category fit | Hotstar, SonyLIV, JioCinema |
| Pause Ads | Ad appears when viewer hits pause (image or short video). | High dwell time, mid-funnel | FAST, Samsung Ads, Roku |
| Interactive Ads | Choose-your-own-adventure style with remote-based selections. | Engagement, gamified formats | Fire TV, PlayStation, Xbox |
Format Availability by CTV Type
1. YouTube on CTV
- Skippable & non-skippable video ads: Standard ad formats that appear before, during, or after videos on the YouTube app via Smart TVs.
- Masthead (Cost-per-hour): Prime placement on the YouTube homepage for CTV, charged hourly, ideal for high-impact branding.
- Target frequency buys: Allows advertisers to control how often a user sees their ad within a specific time frame.
- QR overlays: Interactive QR codes on-screen that let users take action via mobile while watching on TV.
- Shorts on CTV: Vertical, snackable content being adapted for TV screens to appeal to younger, mobile-first audiences.
2. OTT Platforms (Disney+ Hotstar, JioCinema, SonyLIV, Zee5)
- Pre-roll + mid-roll video ads: Ads placed before or during content, similar to traditional TV commercial breaks.
- Full-screen takeovers during marquee events: Complete visual dominance during big-ticket moments like IPL or series premiers.
- Branded content integrations: Custom content where the brand is woven directly into the show or series storyline.
- Contextual overlays: Dynamic ad creatives triggered by in-content context, like showing food delivery ads when a cricket match hits a timeout.
3. FAST Channels (Samsung TV+, Xiaomi PatchWall)
- Pause ads: Static or motion creatives that appear when a viewer pauses content.
- Static overlays: Persistent brand visuals on the screen during content playback, without interrupting the viewing experience.
- Non-skippable slot-based video ads: Scheduled ad placements similar to traditional TV commercials that cannot be skipped.
- ACR-powered contextual targeting: Ads triggered based on what’s being watched, using Automatic Content Recognition technology.
4. Streaming Devices (Fire TV, Chromecast, Mi Box)
- Interface banner ads: Display creatives placed on the device’s home screen or navigation menus.
- Sponsored app placements: Promoting a brand’s app or content by highlighting it in featured rows or categories.
- Video ads during OTT/YouTube content: In-stream ads shown via third-party content consumed on these devices.
- Device-level A/B targeting: Delivering different ad experiences based on user behavior and watch history on the device.
5. Gaming Consoles (PlayStation, Xbox)
- Interactive CTV ad formats: Engaging, clickable ad formats that can be explored using the controller.
- In-stream display ads: Banner or video ads shown during free-to-play games or while streaming entertainment content.
- Niche targeting: Effective reach into the 18–35 male demographic, especially tech-savvy and entertainment-focused users.
Choosing the Right Format
Think about where your audience is most likely to watch and what kind of attention they’re giving the screen:
- Passive entertainment? Overlay/pause ads.
- Intent-based lean-in? QR + interactive.
- Brand blitz? Masthead, branded integrations.
CTV Advertising Strategy
A successful CTV advertising strategy combines the creative power of big-screen storytelling with the targeting precision of digital marketing. It starts with identifying high-intent audience personas—based on content preferences, device habits, and regional trends—and selecting platforms that align with those behaviors.
Brands often run CTV-first creatives optimized for longer dwell time and visual impact, then layer on mobile and desktop campaigns for retargeting. Ad formats such as pause ads, QR-enabled videos, and CPH mastheads are selected based on campaign goals—whether it’s awareness, product discovery, or action.
Strategic planning also involves frequency capping, dayparting, and cross-device coordination to avoid ad fatigue and drive recall. Partnering with platforms like YouTube, JioCinema, or Samsung Ads allows for granular measurement and real-time campaign optimization. The key to winning with CTV is treating it not as TV 2.0, but as a full-funnel digital tool on the biggest screen in the house.
How To Buy CTV Ads: 3 Easy Options for Marketers
Connected TV advertising is growing rapidly in India, and the good news is—it’s more accessible than ever. If you’re wondering how to buy CTV ads, there are three primary methods marketers use, depending on the platform and the type of campaign they want to run:
1. Programmatic Buying
This is the most advanced and data-driven way to advertise on CTV. Platforms like YouTube, Samsung Ads, and DV360 allow you to:
- Run ads based on audience segments, genres, or even viewing behavior
- Use automated bidding and real-time optimization
- Access premium inventory while maintaining control over targeting and budget
It’s ideal for brands that want scale, precision, and measurable performance.
2. Direct Buying from Platforms
This is the traditional route—where you contact the sales teams of OTT platforms or smart TV manufacturers directly.
- Platforms like JioCinema, Zee5, Disney+ Hotstar, and Sony LIV offer customized media packages
- You can negotiate rates, placements, and sponsorship integrations
- This method works well for tentpole events (like IPL or Bigg Boss), branded content, or high-visibility launches
3. Self-Serve Platforms
Some platforms (like YouTube Ads or Vplayed) offer self-serve dashboards where brands can:
- Upload creatives, set targeting, and manage budgets independently
- Launch campaigns without a middleman
- Great for SMEs and D2C brands with smaller budgets
Pro Tip:
The best approach depends on your campaign goals. Programmatic buying offers automation and control, direct deals bring visibility and scale, while self-serve tools offer speed and affordability.
How to Plan a CTV Campaign: From Budget to Broadcast
Planning a CTV campaign isn’t as daunting as it sounds. In fact, if you’ve ever run a digital campaign before—on Meta, Google, or programmatic—you’re halfway there. Let’s break it down:
1. Set Clear Campaign Goals
- Brand Awareness: Choose Masthead, Target Frequency buys, high-reach platforms
- Engagement: Use shoppable ads, longer videos, and story formats
- Lead Generation: Use QR code interactivity (e.g. Fancode, CRED)
- Remarketing: Use CTV + mobile/YouTube cross-device combinations
Pro Tip: CTV is not just top-of-the-funnel. With measurement tools, you can plan mid-funnel impact too.
2. Define Your Audience
- Demographics: Age, Gender, Language
- Location: City, State, ZIP-level
- Affinity: Fitness, Beauty, Gaming, Parenting
- NCCS / Income Class: Very relevant for urban planners
YouTube CTV, Hotstar, and DV360 allow deep audience segmentation like this.
3. Choose the Right Platform Mix
Depending on your budget and audience size, you can mix:
- YouTube CTV for broad + targeted reach
- FAST Channels for cost-effective regional visibility
- SVOD + AVOD Blends for festivals and retail bursts
4. Pick the Ad Format That Fits
| Format | Best Use | Example |
| Masthead | High-impact awareness | L’Oréal IPL launch |
| Non-skippable | Branding, product recall | Mondelez gifting campaign |
| Skippable | Cost-effective | SME retail video |
| Overlay | Shoppable, QR interaction | CRED, Meesho |
5. Decide on Frequency & Budget
- Ideal Frequency: 5–7 exposures over 30 days
- Budget range: ₹4–20 lakhs/month for mid-sized brands
Tools like The Media Ant CTV Planning Tool will help you plan a robust connected television campaign.
CTV Metrics and Measurement
CTV metrics and measurement offer far greater granularity than traditional TV. While linear TV relies on extrapolated metrics like TRPs and BARC ratings, CTV tracks actual viewer interactions.
Core CTV metrics include impressions (how many times your ad is viewed), completion rate (how many viewers watched the ad till the end), view-through rate (VTR), cost-per-thousand impressions (CPM), and lift metrics like Brand Lift and Search Lift.
Additionally, platforms like YouTube CTV and Samsung Ads support advanced attribution tools that link CTV exposure to website visits, app downloads, or purchases. This data-driven approach gives marketers a clear view of their campaign’s ROI and enables real-time optimizations—something that’s nearly impossible with linear television.
As CTV adoption grows, so does its promise as a measurable, full-funnel advertising platform.
How Do You Measure CTV Success?
This is where Connected TV (CTV) pulls ahead of traditional TV — it’s not just visible, it’s measurable. Advertisers get access to digital-like metrics in a premium, lean-back environment. Here’s what to track:
Impressions
The total number of times your ad was served on CTV devices. This tells you how many households or users your message reached — a fundamental visibility metric.
View Through Rate (VTR)
The percentage of viewers who watched your video ad all the way through. High VTR signals strong engagement and creative relevance, especially for longer-form storytelling.
Brand Lift
Measures the impact of your ad on key brand metrics like awareness, recall, favorability, or purchase intent. Usually tracked via surveys or third-party brand studies.
Search Lift
Tracks whether there was a spike in search volume for your brand, product, or related keywords post-campaign. A good indicator of interest and intent triggered by your CTV ad.
Attribution
Evaluates whether your ad led to meaningful action — such as a visit to your website, app install, or any other post-view conversion. Helps connect media exposure to business outcomes
Example: Samsung used YouTube CTV to reach 80% of its audience in 30 days. Result? 2x ad recall and 5x awareness lift (YouTube Case Study).
2025 CTV Trends Every Marketer Should Know
Key Trends Shaping the Future of CTV in India
1. FAST Channels Will Eat Into Linear TV
Free Ad Supported Streaming TV (FAST), like Samsung TV+ and Xiaomi PatchWall, is redefining the TV experience. These platforms offer a familiar linear viewing format but with a modern twist — hyper targeted ads and no subscription fees. As more viewers cut the cord, FAST is expected to pull both audiences and advertisers away from traditional cable.
2. Regional Creatives Will Rule
CTV advertising is going hyperlocal. Brands are no longer sticking to Hindi or English, they’re dubbing ads, using regional creators, and deploying native voiceovers in languages like Kannada, Tamil, Bengali, and Bhojpuri. This approach not only increases relevance but also builds stronger cultural connections with diverse Indian audiences.
3. Shoppable Video Ads on CTV
CTV is turning into a direct response channel. Interactive video formats combined with QR codes allow viewers to scan and shop straight from the big screen. It is merging storytelling with sales — enabling seamless product discovery and instant purchase from the comfort of the couch.
4. AI Will Power Planning
Artificial intelligence is making CTV media planning smarter. With tools like audience overlap analysis, predictive segmentation, and multi device behavior mapping, advertisers can now optimize spends, personalize creatives, and target users across platforms with greater accuracy and efficiency.
5. Multi Screen Sync
Modern campaigns are no longer confined to just one screen. Brands are building experiences that span across CTV, mobile, YouTube Shorts, and programmatic display. The idea is to maintain consistent messaging and maximize recall as users move between devices throughout their day.
CTV Campaigns: CTV Advertising Case Studies
Connected TV (CTV) is no longer just an emerging medium—it’s a results-driven advertising powerhouse. Let’s look at some impactful CTV campaigns from Indian and global brands that showcase how advertisers are harnessing big screens to drive awareness, engagement, and even conversions.
One of the most cited CTV campaigns is Samsung India, which launched its Galaxy series smartphones using a CTV-first strategy. Using a Cost-Per-Hour (CPH) YouTube Masthead along with interactive QR codes and ACR targeting, Samsung achieved 80% reach among CTV households in just 30 days, along with a 2x lift in ad recall.
Another standout example is L’Oréal Paris, which promoted its Dream Lengths range via YouTube CTV using pause ads and primetime slots. The campaign led to a 10x lift in product intent and 83% increase in Google search queries. It shows how CTV can be used not just for branding, but to drive actionable search behavior.
These CTV campaigns highlight how brands across industries—from beauty to electronics to FMCG—are leveraging connected television for full-funnel marketing. Whether it’s QR-enabled interactivity, regional targeting, or premium big-screen storytelling, these campaigns prove that CTV is a high-impact, measurable medium fit for today’s digital-first consumers. Let’s look at the CTV campaigns in detail:
- Samsung India – Making CTV the Launchpad for Galaxy Devices
- Objective: Drive high recall and awareness for Samsung Galaxy smartphones.
- Platform: YouTube Connected TV (CTV)
- Strategy:
- Used YouTube CPH Masthead on CTV to dominate living room screens.
- Leveraged first-screen visibility to showcase cinematic storytelling.
- Integrated advanced audience targeting with Samsung Ads to focus on tech-savvy, high-income urban households.
- Results:
- 80% reach among Indian CTV households in 30 days.
- 2X ad recall, 5X lift in brand awareness.
- Mondelez – Driving Festive Gifting with Cross-Screen Storytelling
- Objective: Boost Cadbury Celebrations sales during the Diwali season.
- Platform: YouTube CTV + Mobile
- Strategy:
- Created long-form videos tailored for CTV to spark emotional connect.
- Used DV360 for sequential storytelling: started with CTV, followed by mobile ad recall reinforcements.
- Focused on affluent metros and vernacular clusters to personalize messages.
- Results:
- +11% incremental reach through CTV.
- 12% cost savings via efficient cross-device planning.
- Spike in branded keyword searches on Google.
- L’Oréal Paris – Beauty Goes Big on the Living Room Screen
- Objective: Launch a new line of haircare products and increase purchase intent.
- Platform: YouTube CTV
- Strategy:
- Eye-catching pause ads and masthead takeovers for CTV viewers.
- Focused on urban female audience (NCCS A1) with interest in self-care.
- Combined with retargeting on mobile to drive conversions.
- Results:
- 10X lift in product intent
- 83% rise in branded search queries
Final Thoughts: Why CTV Should Be on Every Indian Marketer’s Radar
- CTV is not a trend—it’s India’s new default screen
- It combines mass media impact with digital targeting finesse
- From Tier 1 to Tier 3, there’s a CTV audience waiting to be wooed
- Measurement, formats, platforms, and tools are now fully developed
Whether you’re a D2C brand launching your first IPL campaign or a B2B firm experimenting with branding—CTV deserves a spot in your 2025 media plan.
Next Step: Need help planning your CTV media buy? Talk to The Media Ant’s experts.
