{"id":35598,"date":"2024-07-29T11:25:00","date_gmt":"2024-07-29T05:55:00","guid":{"rendered":"https:\/\/www.themediaant.com\/blog\/?p=35598"},"modified":"2025-06-10T15:45:55","modified_gmt":"2025-06-10T10:15:55","slug":"marketers-embrace-ctv-and-retail-media-for-effective-advertising","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/marketers-embrace-ctv-and-retail-media-for-effective-advertising\/","title":{"rendered":"Marketers Embrace CTV and Retail Media as Emerging Advertising Mediums"},"content":{"rendered":"\n<p>In a recent afaqs panel discussion, experts explored how marketers can leverage connected TV (CTV) and retail media to reach consumers more effectively. As <a href=\"https:\/\/www.themediaant.com\/blog\/traditional-marketing-definition-types-and-examples\/\">traditional advertising<\/a> formats evolve, CTV and retail media are gaining prominence as powerful tools for marketers. <strong>According to the FICCI\u2013EY 2024 report, India boasts around 30\u201335 million CTV households<\/strong>, while <strong>retail media spending for Amazon and Flipkart in FY24 reached approximately \u20b911,621 crore<\/strong>, as per an Economic Times report<\/p>\n\n\n\n<p>The panel, \u2018New Frontiers: Utilizing Retail Media and CTV to Unlock Growth,\u2019 was part of the afaqs! Marketers Excellence Conference. Moderated by Venkata Susmita Biswas, executive editor at afaqs!, the panel included Esha Arora (SVP of Growth and Insights, Info Edge India), Krishna Menon (COO, QYOU Media Inc), Pallavi Barman (Chief Strategy Advisor, HRX), Vaibhav Kapur (Senior Director of Monetisation, Flipkart), Varun Mohan (Head of Growth and Revenue, MiQ India), and Vignesh Narayanan (VP and Business Head of Media, JioAds).<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 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 \" >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\" role=\"button\"><label for=\"item-6a03a6edf0556\" ><span class=\"\"><span 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><\/label><input aria-label=\"Toggle\" aria-label=\"item-6a03a6edf0556\"  type=\"checkbox\" id=\"item-6a03a6edf0556\"><\/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-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/marketers-embrace-ctv-and-retail-media-for-effective-advertising\/#Advertising_on_Retail_Media\" title=\"Advertising on Retail Media\">Advertising on Retail Media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/marketers-embrace-ctv-and-retail-media-for-effective-advertising\/#CTV_Advertising\" title=\"CTV Advertising\">CTV Advertising<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Advertising_on_Retail_Media\"><\/span><strong>Advertising on Retail Media<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Vignesh Narayanan of JioAds highlighted their goal to exceed what Google and Meta offer by driving value for brands and the broader ecosystem, including both advertisers and publishers. With Jio&#8217;s diverse operations spanning retail, e-commerce, telecommunications, and content, the company gains a holistic view of user behavior, enabling precise, activity-based targeted advertising.<\/p>\n\n\n\n<p>\u201cWe offer a complete <a href=\"https:\/\/www.themediaant.com\/blog\/what-is-omnichannel-marketing-benefits-and-examples\/\">omnichannel advertising<\/a> solution through our extensive ecosystem and partnerships with over 40 publishers,\u201d Narayanan said. \u201cEffective advertising involves reaching the right user at the right time with the right content, ensuring ads are delivered in a brand-safe environment.\u201d<\/p>\n\n\n\n<p>Vaibhav Kapur from Flipkart emphasized that modern marketers seek retail media solutions addressing the entire consumer journey, not just the final sale. He cited a campaign with Samsung to promote the Galaxy AI phone, which used an integrated approach across the Flipkart app and beyond, resulting in a threefold increase in search volumes during the campaign.<\/p>\n\n\n\n<p>\u201cOur role has expanded beyond driving conversions to also building awareness,\u201d Kapur explained. \u201cAs consumer behavior evolves, searches and review checks increasingly happen on e-commerce platforms.\u201d<\/p>\n\n\n\n<p>Pallavi Barman of HRX discussed their precision marketing strategy, which starts with homepage placements to build awareness, moves to category pages for consideration, and finally to product pages for conversions. This targeted approach, leveraging first-party data from Myntra, avoids inefficiencies and ensures effective audience targeting.<\/p>\n\n\n\n<p>\u201cRetail marketing now constitutes 60-70% of HRX\u2019s budget because it delivers incremental revenue by targeting users who have already shown purchase intent,\u201d Barman said.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_Advertising\"><\/span><strong>CTV Advertising<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Krishna Menon of QYOU Media noted that CTV advertising budgets are currently sourced from digital spending, but should ideally blend digital and TV broadcast strategies. Despite the industry&#8217;s nascent state, CTV ad breaks still often resemble traditional TV ads.<\/p>\n\n\n\n<p>\u201cWhile we\u2019ve started using pre-rolls and other digital formats, the industry needs to mature in this aspect,\u201d Menon said.<\/p>\n\n\n\n<p>Esha Arora from Info Edge shared that CTV has become mainstream, providing mass reach for brands like Naukri.com, especially during major events like the IPL.<\/p>\n\n\n\n<p>\u201cCTV offers access to a higher NCCS audience and has become a part of our sustained advertising strategy,\u201d Arora explained. \u201cWe can target audiences via platforms like YouTube on TV panels, Jio, and others, covering both live and pre-recorded content.\u201d<\/p>\n\n\n\n<p>Varun Mohan of MiQ India highlighted the evolving market, where CTV fills gaps left by linear TV, offering deterministic targeting based on content, devices, and OEMs.<\/p>\n\n\n\n<p>\u201cMarketers need to view CTV as TV getting smarter, not just mobile screens getting bigger,\u201d Mohan stated. \u201cBudgets are now coming from both TV and digital allocations, recognizing CTV&#8217;s value as a key platform in the overall marketing mix.\u201d<\/p>\n\n\n\n<p>The discussion underscored the growing importance of CTV and retail media in contemporary marketing strategies, emphasizing their ability to deliver targeted, effective advertising to today&#8217;s dynamic consumer base.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a recent afaqs panel discussion, experts explored how marketers can leverage connected TV (CTV) and retail media to reach consumers more effectively. As traditional advertising formats evolve, CTV and&#8230;<\/p>\n","protected":false},"author":34427,"featured_media":35599,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3475],"tags":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2024\/07\/Feature-Image-2-2-1-1.png?fit=1024%2C760&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/35598"}],"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\/34427"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=35598"}],"version-history":[{"count":2,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/35598\/revisions"}],"predecessor-version":[{"id":39043,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/35598\/revisions\/39043"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/35599"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=35598"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=35598"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=35598"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}