{"id":20021,"date":"2022-04-05T13:03:01","date_gmt":"2022-04-05T07:33:01","guid":{"rendered":"https:\/\/blog.themediaant.com\/?p=20021"},"modified":"2025-06-19T14:21:37","modified_gmt":"2025-06-19T08:51:37","slug":"ctv-advertising-for-sme","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/","title":{"rendered":"CTV Advertising for SMEs: A Complete Guide"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#The_Growth_of_the_Indian_OTT_Market\" >The Growth of the Indian OTT Market<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Connected_TV_Advertising_in_India_2025\" >Connected TV Advertising in India (2025)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#CTV_Adoption_Consumer_Behavior\" >CTV Adoption &amp; Consumer Behavior<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#CTV_Advertising_Market_Scale_Spend\" >CTV Advertising Market: Scale &amp; Spend<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Driving_Forces_Behind_CTVs_Momentum\" >Driving Forces Behind CTV\u2019s Momentum<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Why_Brands_Are_Betting_Big_on_CTV\" >Why Brands Are Betting Big on CTV<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Future_Projections\" >Future Projections<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Why_Opt_for_Video_Advertising_with_CTV\" >Why Opt for Video Advertising with CTV?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#1_Booming_market\" >1. Booming market<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#2_Millennial_audience\" >2. Millennial audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#3_CTV_Ads_do_not_bother_the_audience\" >3. CTV Ads do not bother the audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#4_In-depth_targeting\" >4. In-depth targeting<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Benefits_of_Connected_TV_Advertising\" >Benefits of Connected TV Advertising<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Premium_audience\" >Premium audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Reach\" >Reach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Unique_opportunities\" >Unique opportunities<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#SMEs_and_CTV\" >SMEs and CTV<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Whats_stopping_SMEs_from_using_CTV_advertising\" >What\u2019s stopping SMEs from using CTV advertising?<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#1_Misconception_regarding_budget\" >1. Misconception regarding budget<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#2_Cant_decide_between_CTV_versus_linear_TV_advertising\" >2. Can\u2019t decide between CTV versus linear TV advertising<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Why_CTV_Advertising_and_SMEs_are_a_Match_Made_in_Heaven\" >Why CTV Advertising and SMEs are a Match Made in Heaven<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Once_you_go_CTV_you_can_never_go_back\" >Once you go CTV, you can never go back<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#More_video_ads_with_CTV\" >More video ads with CTV<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Drive_more_sales_with_CTV_ads\" >Drive more sales with CTV ads<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-advertising-for-sme\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Growth_of_the_Indian_OTT_Market\"><\/span>The Growth of the Indian OTT Market<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The trajectory of India&#8217;s OTT market continues its meteoric rise, fueled by affordable mobile internet, smart devices, and a surge in regional content consumption.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2025, India is on track to host approximately 100 million paid OTT subscribers, up from 90 million in 2024\u2014showing sustained growth despite rising streaming fatigue among some demographics. More strikingly, the total OTT user base (including free users) has climbed to 600 million, a 10% increase year-over-year .<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the revenue front, the Indian OTT video segment is expected to generate \u20ac4.09 billion (~\u20b936,800 crore) in 2025, growing at a CAGR of 7.1% between 2025 and 2029. This robust performance reflects a well-balanced expansion across subscription (SVoD) and advertising (AvoD) tiers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2023, AvoD led with a 21% growth, while SVoD subscriptions dipped 2%, illustrating a market shift toward free\/ad-supported models. Looking forward, industry forecasts (CII\u2011BCG\/EY) suggest SVoD revenues will rise sharply\u2014projected to account for 60% of OTT revenue by 2030, supported by bundled offerings and tiered pricing .<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Furthermore, Smart TV adoption\u2014now over 90% of new TV sales\u2014is repositioning OTT from mobile-first to living room-first, with over 40 million CTV households and climbing . The merger of JioCinema and Hotstar into JioHotstar in February 2025 further accelerates this trend, creating content synergies across sports, original series, and regional languages.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Industry analysts predict the market will double by 2028, with SVoD constituting 65% of total OTT revenue and advertising revenues growing with AVOD and hybrid models<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Connected_TV_Advertising_in_India_2025\"><\/span>Connected TV Advertising in India (2025)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><br>India is undergoing a rapid transformation from traditional linear TV to Connected TV (CTV)\u2014a shift that offers a dynamic and data-driven avenue for brands and advertisers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_Adoption_Consumer_Behavior\"><\/span>CTV Adoption &amp; Consumer Behavior<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CTV households in India are set to reach 50\u201360\u202fmillion by end-2025, up sharply from around 45\u202fmillion in 2024.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nearly 23% of Indians now consume only digital content, reflecting a broader shift away from conventional television .<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CTV viewers spend on average more time than traditional TV, with up to 25% of users streaming more than linear networks .<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_Advertising_Market_Scale_Spend\"><\/span>CTV Advertising Market: Scale &amp; Spend<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CTV ad revenue is projected at \u20b91,500\u202fcrore in 2024, having tripled since 2022<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Forecasts for end-2025 place ad spend between \u20b92,300\u20132,500\u202fcrore, growing at a 45% CAGR from 2023 .<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Advertisers are attributing CTV as approximately 5% of total digital ad spend, expected to reach 7\u20138% soon, and about 12.6% of overall TV ad revenue.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Driving_Forces_Behind_CTVs_Momentum\"><\/span>Driving Forces Behind CTV\u2019s Momentum<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Smart TV penetration now exceeds 90% of TV sales, with affordable broadband fueling adoption.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Expansion into Tier\u20112\/3 cities is significant\u2014non-metro markets constitute much of the new growth.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Advertiser finesse: brands use geo-targeted, cohort-based, and interactive ad formats (pause ads, overlays, click-to-WhatsApp), delivering both branding and performance outcomes.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Brands_Are_Betting_Big_on_CTV\"><\/span>Why Brands Are Betting Big on CTV<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It combines the emotional impact of big-screen TV with digital precision and accountability .<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>High ad-view rates: over 90% completion and 95% viewability, often outperforming mobile or desktop channels<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Becoming core to holistic and programmatic media mixes, including synergistic campaigns across screens and retail activations.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Future_Projections\"><\/span>Future Projections<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">By 2026, CTV households in India are expected to cross 65 million, accounting for nearly 30% of all TV households. In 2025 alone, advertising revenue from CTV is projected to reach between \u20b92,300 and \u20b92,500 crore, growing at an annual rate of approximately 45 percent. CTV is also anticipated to account for 5 to 7 percent of India&#8217;s total digital advertising spend, and around 12.6 percent of overall TV ad revenue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Connected TV in India is no longer an emerging category\u2014it is evolving into a key channel that blends the emotional power of television with the precision of digital. For advertisers and marketers, the opportunity now lies in making the most of this powerful hybrid medium to reach a new generation of screen-first audiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">India\u2019s CTV space is no longer a niche\u2014it\u2019s a full-fledged, performance-and-branding power channel. As streaming content becomes mainstream, smart TV adoption becomes ubiquitous, and ad tech matures, CTV is set to be a central vehicle in India\u2019s future media strategy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Opt_for_Video_Advertising_with_CTV\"><\/span>Why Opt for Video Advertising with CTV?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"740\" height=\"712\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/06\/future-of-OTT-in-India.png?resize=740%2C712&#038;ssl=1\" alt=\"\" class=\"wp-image-39038\" title=\"\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/06\/future-of-OTT-in-India.png?w=800&amp;ssl=1 800w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/06\/future-of-OTT-in-India.png?resize=300%2C289&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/06\/future-of-OTT-in-India.png?resize=768%2C739&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/06\/future-of-OTT-in-India.png?resize=150%2C144&amp;ssl=1 150w\" sizes=\"(max-width: 740px) 100vw, 740px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Booming_market\"><\/span>1. Booming market<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">CTV inventory is currently limited but highly desirable. This scarcity creates a premium advertising environment, offering brands strong visibility.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Millennial_audience\"><\/span>2. Millennial audience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">CTV is the future of video ads, especially for <strong>millennial<\/strong> and <strong>Gen Z<\/strong> audiences. According to <strong>10th Degree<\/strong>, younger viewers are <strong>67% more likely to live in CTV-only households<\/strong>, and <strong>25% say they won\u2019t subscribe to traditional pay-TV<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Platforms like Amazon, Netflix, Disney+Hotstar, and YouTube dominate this space. YouTube alone now captures <strong>\u20b914,300 crore (~38%)<\/strong> of OTT revenues, according to <strong>COTT Report 2025<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_CTV_Ads_do_not_bother_the_audience\"><\/span>3. CTV Ads do not bother the audience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">CTV and traditional TV provide a similar viewing experience, but CTV offers far better targeting. Audiences are generally accepting of CTV ads because they understand that ads help subsidize their content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CTV campaigns typically see <strong>90\u201395% view-through rates (VTR)<\/strong>, indicating high ad engagement. According to <strong>Ormax Media<\/strong>, Indian audiences increasingly consider video ads as an acceptable trade-off for free or affordable streaming services.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_In-depth_targeting\"><\/span>4. In-depth targeting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">CTV allows advertisers to precisely target audiences by <strong>city, PIN code, household profile, and interests<\/strong>. This level of control is not possible with traditional TV.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As per <strong>FICCI-EY &amp; Exchange4Media<\/strong>, CTV households are expected to grow from <strong>~30 million in 2024 to 80 million by 2025<\/strong>. Advertisers can now reach their exact target audience at scale, whether it\u2019s an affluent metro consumer or an emerging Tier 2 viewer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Benefits_of_Connected_TV_Advertising\"><\/span>Benefits of Connected TV Advertising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Premium_audience\"><\/span>Premium audience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">CTV viewers typically belong to <strong>urban, higher-income households<\/strong>. According to <strong>Mediasmart India &amp; VTION<\/strong>, <strong>89% of CTV users are active social media users<\/strong>, <strong>82% use e-commerce platforms<\/strong>, and <strong>44% are gamers<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Reach\"><\/span>Reach<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">India\u2019s CTV audience is growing rapidly, and CTV is on track to surpass traditional TV among younger demographics. <strong>Digital ad spending already overtook traditional TV in 2024<\/strong>, capturing <strong>56% of total ad spend<\/strong>, according to <strong>FICCI-EY 2025 Report<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Unique_opportunities\"><\/span>Unique opportunities<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">CTV offers advertisers robust reporting, including real-time campaign analytics and cross-device attribution. Innovations such as <strong>clickable and shoppable ads<\/strong> are also emerging, enhancing CTV\u2019s performance-driven capabilities.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"SMEs_and_CTV\"><\/span>SMEs and CTV<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Whats_stopping_SMEs_from_using_CTV_advertising\"><\/span>What\u2019s stopping SMEs from using CTV advertising?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Misconception_regarding_budget\"><\/span>1. Misconception regarding budget<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Many SMEs assume CTV advertising is expensive. In reality, CTV campaigns can start at <strong>\u20b94 lakh<\/strong>, making it accessible even to local businesses. Additionally, SMEs can run highly targeted campaigns in specific cities or states \u2014 avoiding wasteful national spends.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Cant_decide_between_CTV_versus_linear_TV_advertising\"><\/span>2. Can\u2019t decide between CTV versus linear TV advertising<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">CTV and linear TV complement each other. Brands can use linear TV for mass reach while leveraging CTV for <strong>precise targeting and frequency control<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, <strong>Apollo 24\/7<\/strong> used CTV ads during IPL cricket to promote doctor consultations, targeting metro viewers. <strong>Minimalist<\/strong> ran CTV campaigns for its personal care range. <strong>Bajaj Finserv<\/strong> used CTV to promote EMI offers in Delhi and Hyderabad \u2014 showing how SMEs and larger brands alike are successfully using this medium.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_CTV_Advertising_and_SMEs_are_a_Match_Made_in_Heaven\"><\/span>Why CTV Advertising and SMEs are a Match Made in Heaven<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Once_you_go_CTV_you_can_never_go_back\"><\/span>Once you go CTV, you can never go back<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">CTV adoption is growing because it caters to <strong>young, tech-savvy audiences<\/strong>. Gen Z and millennials prefer platforms like Amazon, Netflix, Hotstar, and YouTube \u2014 and most no longer see the need for conventional TV subscriptions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"More_video_ads_with_CTV\"><\/span>More video ads with CTV<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">CTV inventory is growing fast, with significant demand from advertisers. Premium formats such as <strong>mid-roll cricket ads<\/strong>, <strong>category-specific sponsorships<\/strong>, and <strong>city-targeted packages<\/strong> are already available.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Drive_more_sales_with_CTV_ads\"><\/span>Drive more sales with CTV ads<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">CTV drives direct response and sales. According to <strong>Magnite Asia CTV Report<\/strong>, <strong>over 60% of Indian CTV viewers use their mobile devices to shop while streaming<\/strong>. With emerging cross-device attribution and shoppable formats, CTV is becoming an effective performance channel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">CTV advertising offers Indian SMEs a rare opportunity: the power of television combined with the targeting of digital \u2014 at an affordable price.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The time is ripe. According to <strong>FICCI-EY and MIQ<\/strong>, India will have <strong>~80 million CTV households by 2025<\/strong>, making it one of the <strong>top 3 digital ad channels<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SMEs can start small \u2014 running video ads in selected cities, tracking campaign performance in real time, and scaling up based on ROI. Whether you\u2019re promoting a regional restaurant, an e-commerce brand, or a financial product, <strong>CTV advertising can deliver high-impact, measurable results<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019ve ever dreamed of advertising on TV, now is your moment. With CTV, television advertising is no longer the privilege of large FMCG brands \u2014 it\u2019s available to every smart marketer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Growth of the Indian OTT Market The trajectory of India&#8217;s OTT market continues its meteoric rise, fueled by affordable mobile internet, smart devices, and a surge in regional content&#8230;<\/p>\n","protected":false},"author":34416,"featured_media":39055,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[2563,2114],"tags":[2844,2659,3094],"class_list":["post-20021","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-connected-tv","category-how-to-advertise","tag-ctv-ads","tag-ctv-advertising","tag-ctv-advertising-for-sme"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/feature-image-3.png?fit=740%2C549&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/20021","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34416"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=20021"}],"version-history":[{"count":19,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/20021\/revisions"}],"predecessor-version":[{"id":39053,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/20021\/revisions\/39053"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/39055"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=20021"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=20021"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=20021"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}