{"id":39199,"date":"2025-08-06T15:58:25","date_gmt":"2025-08-06T10:28:25","guid":{"rendered":"https:\/\/www.themediaant.com\/blog\/?p=39199"},"modified":"2026-01-06T14:18:15","modified_gmt":"2026-01-06T08:48:15","slug":"what-is-ctv-advertising-india-guide","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/","title":{"rendered":"What Is CTV Advertising? Discover How It Works [2025]"},"content":{"rendered":"\n<p><strong>What this Blog Covers?<br><\/strong>This comprehensive guide explains <a href=\"https:\/\/www.themediaant.com\/ctv\">Connected TV (CTV) advertising in India<\/a> &#8211; from understanding what CTV actually is (Smart TVs + streaming apps) to planning successful campaigns on platforms like YouTube CTV, JioCinema, and Samsung TV+.<\/p>\n\n\n\n<ul>\n<li>Market Reality: 80M+ Indian households will have Smart TVs by 2025<\/li>\n\n\n\n<li>Platform Mix: YouTube CTV leads with 60M+ viewers, followed by JioHotstar<\/li>\n\n\n\n<li>Ad Formats: Interactive QR codes, shoppable videos, and masthead placements drive results<\/li>\n\n\n\n<li>Proven ROI: Brands achieve 2-10x performance lifts (Samsung, L&#8217;Or\u00e9al case studies)<\/li>\n\n\n\n<li>Strategic Shift: CTV combines TV&#8217;s storytelling with digital&#8217;s precision targeting<\/li>\n<\/ul>\n\n\n\n<p><strong>Perfect For:<\/strong> Marketers planning 2025 media strategies, D2C brands exploring big-screen advertising, and agencies transitioning from linear TV to measurable CTV campaigns.<\/p>\n\n\n\n<p>Here\u2019s a quick video overview of CTV advertising in India to get you started:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Connected TV (CTV) Advertising in India | What You Need to Know [2025]\" width=\"740\" height=\"416\" src=\"https:\/\/www.youtube.com\/embed\/wr_hMw9tLSQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>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\u2014bigger and smarter\u2014but what we watch and how we watch it has completely changed. Enter: <strong>Connected TV (CTV)<\/strong>.<\/p>\n\n\n\n<p>With more than <strong>80 million Indian households expected to own a Smart TV by 2025<\/strong>, CTV is quickly becoming the new media playground for brands. But if you\u2019re a marketer trying to figure out how this fits into your advertising plan, it\u2019s easy to feel lost in a jargon jungle\u2014AVODs, FAST, ACR, attribution models\u2026 huh?<\/p>\n\n\n\n<p>That\u2019s why we\u2019ve created this comprehensive (but friendly!) guide. Whether you&#8217;re a seasoned media planner or just dipping your toes into digital, this article breaks down:<\/p>\n\n\n\n<ul>\n<li>What Connected TV really means (and how it\u2019s different from OTT or Linear TV)<\/li>\n\n\n\n<li>Why it\u2019s exploding in India right now<\/li>\n\n\n\n<li>Who watches it\u2014and what they want<\/li>\n\n\n\n<li>Which platforms and formats are best for your brand<\/li>\n\n\n\n<li>How to plan, run, and measure a high-performing CTV campaign<\/li>\n\n\n\n<li>Latest trends, tools, and Indian case studies<\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s begin where all great campaigns do: with understanding the medium.<\/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-69fb65dda73a2\" ><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-69fb65dda73a2\"  type=\"checkbox\" id=\"item-69fb65dda73a2\"><\/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\/what-is-ctv-advertising-india-guide\/#CTV_Examples_What_is_Connected_TV_CTV_Really\" title=\"CTV Examples: What is Connected TV (CTV), Really?\">CTV Examples: What is Connected TV (CTV), Really?<\/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\/what-is-ctv-advertising-india-guide\/#CTV_vs_OTT_vs_Linear_TV_De-mystified\" title=\"CTV vs. OTT vs. Linear TV: De-mystified\">CTV vs. OTT vs. Linear TV: De-mystified<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#How_Does_CTV_Advertising_Work\" title=\"How Does CTV Advertising Work?\">How Does CTV Advertising Work?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#Linear_Television_LTV_Advertising_vs_Connected_Television_CTV_Advertising\" title=\"Linear Television (LTV) Advertising vs Connected Television (CTV) Advertising\">Linear Television (LTV) Advertising vs Connected Television (CTV) Advertising<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#Why_This_Comparison_Matters\" title=\"Why This Comparison Matters:\">Why This Comparison Matters:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#Why_Is_CTV_Booming_in_India\" title=\"Why Is CTV Booming in India?\">Why Is CTV Booming in India?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#Advantages_of_Connected_TV_CTV_Advertising\" title=\"Advantages of Connected TV (CTV) Advertising\">Advantages of Connected TV (CTV) Advertising<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#One-to-one_Targeting\" title=\"One-to-one Targeting\">One-to-one Targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#CTV_Advertising_is_measurable\" title=\"CTV Advertising is measurable\">CTV Advertising is measurable<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#Connected_TV_Audiences_Targeted\" title=\"Connected TV Audiences Targeted\">Connected TV Audiences Targeted<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#CTV_Audience_Persona_Who%E2%80%99s_Watching_A_Snapshot_of_India%E2%80%99s_CTV_Audience\" title=\"CTV Audience Persona: Who\u2019s Watching? A Snapshot of India\u2019s CTV Audience\">CTV Audience Persona: Who\u2019s Watching? A Snapshot of India\u2019s CTV Audience<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#%F0%9F%93%BA_1_Urban_Power_Watchers\" title=\"\ud83d\udcfa 1. Urban Power Watchers\">\ud83d\udcfa 1. Urban Power Watchers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#%F0%9F%93%BA_2_Family-Led_Bharat_Viewers\" title=\"\ud83d\udcfa 2. Family-Led Bharat Viewers\">\ud83d\udcfa 2. Family-Led Bharat Viewers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#%F0%9F%93%BA_3_Gen_Z_Kids_on_TV\" title=\"\ud83d\udcfa 3. Gen Z &amp; Kids on TV\">\ud83d\udcfa 3. Gen Z &amp; Kids on TV<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#Top_CTV_Advertising_Platforms_Dominating_India%E2%80%99s_CTV_Space\" title=\"Top CTV Advertising Platforms Dominating India\u2019s CTV Space\">Top CTV Advertising Platforms Dominating India\u2019s CTV Space<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#FAST_Channels\" title=\"FAST Channels\">FAST Channels<\/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\/what-is-ctv-advertising-india-guide\/#Ad_Formats_on_Connected_TV_Explained_for_Indian_Marketers\" title=\"Ad Formats on Connected TV: Explained for Indian Marketers\">Ad Formats on Connected TV: Explained for Indian Marketers<\/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\/what-is-ctv-advertising-india-guide\/#Common_Ad_Formats_on_CTV\" title=\"Common Ad Formats on CTV\">Common Ad Formats on CTV<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#Format_Availability_by_CTV_Type\" title=\"Format Availability by CTV Type\">Format Availability by CTV Type<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#Choosing_the_Right_Format\" title=\"Choosing the Right Format\">Choosing the Right Format<\/a><\/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\/what-is-ctv-advertising-india-guide\/#CTV_Advertising_Strategy\" title=\"CTV Advertising Strategy&nbsp;\">CTV Advertising Strategy&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#How_To_Buy_CTV_Ads_3_Easy_Options_for_Marketers\" title=\"How To Buy CTV Ads: 3 Easy Options for Marketers\">How To Buy CTV Ads: 3 Easy Options for Marketers<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#1_Programmatic_Buying\" title=\"1. Programmatic Buying\">1. Programmatic Buying<\/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\/what-is-ctv-advertising-india-guide\/#2_Direct_Buying_from_Platforms\" title=\"2. Direct Buying from Platforms\">2. Direct Buying from Platforms<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#3_Self-Serve_Platforms\" title=\"3. Self-Serve Platforms\">3. Self-Serve Platforms<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#How_to_Plan_a_CTV_Campaign_From_Budget_to_Broadcast\" title=\"How to Plan a CTV Campaign: From Budget to Broadcast\">How to Plan a CTV Campaign: From Budget to Broadcast<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#1_Set_Clear_Campaign_Goals\" title=\"1. Set Clear Campaign Goals\">1. Set Clear Campaign Goals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#2_Define_Your_Audience\" title=\"2. Define Your Audience\">2. Define Your Audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#3_Choose_the_Right_Platform_Mix\" title=\"3. Choose the Right Platform Mix\">3. Choose the Right Platform Mix<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#_4_Pick_the_Ad_Format_That_Fits\" title=\"&nbsp;4. Pick the Ad Format That Fits\">&nbsp;4. Pick the Ad Format That Fits<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#5_Decide_on_Frequency_Budget\" title=\"5. Decide on Frequency &amp; Budget\">5. Decide on Frequency &amp; Budget<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#CTV_Metrics_and_Measurement\" title=\"CTV Metrics and Measurement\">CTV Metrics and Measurement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#2025_CTV_Trends_Every_Marketer_Should_Know\" title=\"2025 CTV Trends Every Marketer Should Know\">2025 CTV Trends Every Marketer Should Know<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/#CTV_Campaigns_CTV_Advertising_Case_Studies\" title=\"CTV Campaigns: CTV Advertising Case Studies\">CTV Campaigns: CTV Advertising Case Studies<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_Examples_What_is_Connected_TV_CTV_Really\"><\/span><strong>CTV Examples: What is Connected TV (CTV), Really?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>When we talk about <strong>CTV examples<\/strong>, we refer to any television set that is capable of accessing the internet and streaming digital content. The most common example is a <strong>Smart TV<\/strong>\u2014like those from Samsung, Mi, Sony, and LG\u2014that comes with built-in internet connectivity and supports OTT platforms such as <a href=\"https:\/\/www.themediaant.com\/blog\/types-of-youtube-ads-for-business\/\"><strong>YouTube<\/strong><\/a><strong>, JioCinema, SonyLIV, Disney+ Hotstar, and Netflix<\/strong>. These TVs typically offer app-based user interfaces and remote control access, making them ideal for on-demand content consumption.<\/p>\n\n\n\n<p>Another popular category includes <strong>non-smart TVs that are made \u201csmart\u201d<\/strong> by plugging in external internet-connected devices such as <strong>Amazon Fire TV Stick, Mi Box, Chromecast, or gaming consoles like PlayStation and Xbox<\/strong>. These devices bridge the connectivity gap, allowing regular TVs to stream content via OTT apps.<\/p>\n\n\n\n<p>Finally, many <strong>CTV platforms and OEMs like Samsung TV Plus or Xiaomi PatchWall<\/strong> offer curated user interfaces with access to <strong>FAST (Free Ad-Supported TV) channels<\/strong>, enhancing the digital experience on CTVs.<\/p>\n\n\n\n<p>In essence, if it\u2019s a <strong>television screen connected to the internet<\/strong>, either natively or through a device, and is used to stream video content\u2014it qualifies as a <strong>Connected TV (CTV)<\/strong>. Understanding these examples helps marketers identify the ad inventory available across various devices and target audiences effectively.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_vs_OTT_vs_Linear_TV_De-mystified\"><\/span><strong>CTV vs. OTT vs. Linear TV: De-mystified<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Feature<\/strong><\/td><td><strong>Connected TV (CTV)<\/strong><\/td><td><strong>OTT (Over-The-Top)<\/strong><\/td><td><strong>Linear TV (Traditional)<\/strong><\/td><\/tr><tr><td>Screen<\/td><td>Big (Smart TV, Fire Stick, etc.)<\/td><td>Any (Mobile, Tablet, Laptop, etc.)<\/td><td>Big (Cable\/DTH-connected TV)<\/td><\/tr><tr><td>Content Source<\/td><td>Internet-streamed via apps<\/td><td>Internet-streamed via apps<\/td><td>Cable or satellite<\/td><\/tr><tr><td>Interactivity<\/td><td>High (QR codes, clickable elements)<\/td><td>High (mainly mobile-focused)<\/td><td>Low<\/td><\/tr><tr><td>Targeting<\/td><td>Digital (location, age, interest)<\/td><td>Digital<\/td><td>Broad demographic<\/td><\/tr><tr><td>Ad Measurement<\/td><td>Precise (views, completions, lift)<\/td><td>Precise<\/td><td>TRP-based, sample-based<\/td><\/tr><tr><td>Cost<\/td><td>Mid to High (depends on format\/platform)<\/td><td>Wide range<\/td><td>High upfront<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>To summarize, All CTV is OTT, but not all OTT is CTV.<\/p>\n\n\n\n<p><strong>Want a deeper dive?<\/strong> Read our detailed comparison of<a href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/\"> <strong>Linear TV vs. CTV Advertising: Key Differences<\/strong><\/a> to understand how each medium stacks up in reach, targeting, formats, and ROI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Does_CTV_Advertising_Work\"><\/span><strong>How Does CTV Advertising Work?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>At its core, CTV advertising delivers digital video ads on internet-connected televisions- through apps like YouTube, JioCinema, <a href=\"https:\/\/www.themediaant.com\/digital\/hotstar-advertising\">Disney+ Hotstar<\/a>, and FAST channels.&nbsp;<\/p>\n\n\n\n<p>Unlike linear TV, where ads are broadcast to all viewers at once, CTV uses <a href=\"https:\/\/www.themediaant.com\/blog\/programmatic-advertising\/\">programmatic technology to serve ads<\/a> 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.&nbsp;<\/p>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXf7bb0WtybCbaU1Vq5jvWGzzzuuxoz4JNP75iiqicmr-0n7IVHT0IrTvrkNPseihySp_A8x6KzjUvmHk0eYh7o3v21h9a8EFRmfa7iAnVZNna-HFvj3PTpW-WfAFVPlUQ3oVa365A?key=NVpzR3PFziMSMjCfLDH8xg\" style=\"\" alt=\"\" title=\"\"><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Linear_Television_LTV_Advertising_vs_Connected_Television_CTV_Advertising\"><\/span>L<strong>inear Television (LTV) Advertising vs Connected Television (CTV) Advertising<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As India transitions from traditional TV habits to digital-first consumption, advertisers are increasingly evaluating <strong>CTV vs LTV<\/strong> in terms of reach, targeting, interactivity, and ROI. Here&#8217;s how they compare:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Feature \/ Parameter<\/strong><\/td><td><strong>Linear TV (LTV)<\/strong><\/td><td><strong>Connected TV (CTV)<\/strong><\/td><\/tr><tr><td><strong>Delivery Mode<\/strong><\/td><td>Broadcast via cable\/DTH<\/td><td>Internet-delivered via smart TVs, OTT apps, set-top boxes<\/td><\/tr><tr><td><strong>Audience Targeting<\/strong><\/td><td>Broad demographic (region, genre)<\/td><td>Granular (age, income, language, location, interest, device)<\/td><\/tr><tr><td><strong>Interactivity<\/strong><\/td><td>\u274c Not available<\/td><td>\u2705 QR codes, pause ads, shoppable formats, surveys<\/td><\/tr><tr><td><strong>Measurement Metrics<\/strong><\/td><td>TRP (Television Rating Point)<\/td><td>Brand lift, view-through rates, search lift, engagement<\/td><\/tr><tr><td><strong>Ad Formats<\/strong><\/td><td>10\u201330 sec video ads, mostly interruptive<\/td><td>Diverse: skippable, non-skippable, CPH masthead, overlays<\/td><\/tr><tr><td><strong>Real-Time Optimization<\/strong><\/td><td>\u274c Not possible<\/td><td>\u2705 Can optimize mid-campaign via digital dashboards<\/td><\/tr><tr><td><strong>Attribution &amp; Retargeting<\/strong><\/td><td>\u274c Very limited<\/td><td>\u2705 Full-funnel with cross-device tracking and retargeting<\/td><\/tr><tr><td><strong>Cost Efficiency (CPM)<\/strong><\/td><td>High for national reach<\/td><td>More efficient for segmented targeting and regional campaigns<\/td><\/tr><tr><td><strong>Platform Reach<\/strong><\/td><td>~190M HHs (2024)<\/td><td>~250M users \/ 80M+ HHs (2025)<\/td><\/tr><tr><td><strong>Best Suited For<\/strong><\/td><td>Mass awareness campaigns<\/td><td>Awareness + engagement + conversions<\/td><\/tr><tr><td><strong>Key Players<\/strong><\/td><td>Star, Zee, Sony, Colors<\/td><td>YouTube CTV, JioCinema, Disney+ Hotstar, Samsung Ads<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_This_Comparison_Matters\"><\/span><strong>Why This Comparison Matters:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>While <strong>Linear TV<\/strong> remains dominant in rural and older demographics, <strong>CTV is rapidly gaining traction<\/strong> among urban, affluent, and digitally savvy households. With better measurability and interactive capabilities, CTV is no longer just a digital upgrade\u2014it&#8217;s a strategic necessity.<\/p>\n\n\n\n<p><strong>Tip<\/strong>: For brands looking to balance broad reach with precision, a <strong>CTV + LTV hybrid approach<\/strong> can offer the best of both worlds.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Is_CTV_Booming_in_India\"><\/span><strong>Why Is CTV Booming in India?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>CTV is the <strong>fastest-growing screen in India<\/strong>\u2014not a trend, but a media evolution. Let\u2019s understand why:<\/p>\n\n\n\n<ol>\n<li><strong>Smart TV Explosion: <\/strong>India had <strong>45M Smart TV households in 2023<\/strong>, growing at <strong>29% YoY<\/strong> (EY report). By 2025, this number is expected to touch <strong>80M+ households <\/strong>since most new TVs today are internet-enabled by default.<\/li>\n\n\n\n<li><strong>Cord-Cutting &amp; Content Freedom: <\/strong>Viewers are ditching cable\/DTH for on-demand apps since it gives them freedom of choice and better value for money.<\/li>\n\n\n\n<li><strong>Tier 2-3 Cities Are Driving Growth: <\/strong>OTT and CTV content in regional languages is exploding. Platforms like JioCinema, MX Player, Zee5, and YouTube are leading reach in non-metros.<\/li>\n\n\n\n<li><strong>YouTube CTV is the Game-Changer<\/strong>:In May 2023, <strong>60M+ Indians<\/strong> watched YouTube on their connected TV (source: YouTube Spotlight Report) with viewers spending <strong>2.5 hours\/day<\/strong> on average. What is most interesting is that even on YouTube CTV, the peak usage mirrors primetime TV, ie. <strong>7\u201310 PM.&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>Affordable Data + Devices<\/strong>: With affordable broadband plans and smartphones doubling as remotes, even cost-sensitive households are CTV-ready.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"740\" height=\"444\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-12.png?resize=740%2C444&#038;ssl=1\" alt=\"\" class=\"wp-image-39214\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-12.png?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-12.png?resize=300%2C180&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-12.png?resize=1024%2C614&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-12.png?resize=768%2C461&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-12.png?resize=1536%2C922&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-12.png?resize=150%2C90&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-12.png?w=1480&amp;ssl=1 1480w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<p>Want to see how India\u2019s growing Smart TV base is shaping CTV audiences? Explore our latest insights in <a href=\"https:\/\/www.themediaant.com\/blog\/smart-tv-buyers-ctv-viewers-india-2025\/\"><strong>Smart TV Buyers = CTV Viewers in India: What Advertisers Must Know<\/strong><\/a>, including persona breakdowns, platform strategies, and campaign blueprints.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Advantages_of_Connected_TV_CTV_Advertising\"><\/span><strong>Advantages of Connected TV (CTV) Advertising<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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\u2014impactful, full-screen creative formats delivered directly to audiences who are more engaged, addressable, and measurable than ever before.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"One-to-one_Targeting\"><\/span><strong>One-to-one Targeting<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>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\u2019s 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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_Advertising_is_measurable\"><\/span><strong>CTV Advertising is measurable<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>One of the biggest advantages is measurability. Brands can track impressions, view-through rates, brand lift, and even cross-device conversions\u2014something linear TV can\u2019t match in real-time. CTV also supports interactive formats like clickable ads, QR codes, and content overlays, making brand engagement measurable and actionable.<\/p>\n\n\n\n<p>Moreover, <a href=\"https:\/\/www.themediaant.com\/blog\/glossary\/advertising-video-on-demand-avod\/\">the rise of AVOD<\/a> (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\u2014it\u2019s now a must-have in any media mix aiming for reach, relevance, and results.<\/p>\n\n\n\n<p>Want to explore AVOD in detail? Read our complete guide<a href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/\"> <strong>AVOD in India: How the Freemium Model Is Reshaping Advertising<\/strong><\/a> for top platforms, monetization models, and brand ROI strategies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Connected_TV_Audiences_Targeted\"><\/span><strong>Connected TV Audiences Targeted<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<p>For example, a skincare brand can target urban women aged 25\u201345 watching beauty content on YouTube CTV, while a regional food brand can advertise on Zee5 or JioCinema in vernacular languages.&nbsp;<\/p>\n\n\n\n<p>Platforms also enable audience layering\u2014combining device type (smart TV, dongle, gaming console) with location, interest clusters, and purchase intent. This makes <strong>connected TV audiences targeted<\/strong> with remarkable accuracy, especially in comparison to traditional broadcast.&nbsp;<\/p>\n\n\n\n<p>Brands can also run retargeting campaigns that connect CTV exposure to mobile actions\u2014creating a full-funnel experience across screens. Whether it\u2019s affluent streamers in metro cities or co-viewing families in Tier 2 towns, CTV ensures every impression counts.<\/p>\n\n\n\n<p><strong><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeGA7yJsSVqQQpoV_rrd5hLiVB3BpwLw7YsUXLJxYIliKcLF9mHhAesfo04wCqJ9ZJBvsWg_y9SYjFQtPvCKrSsXBVeESQs0yZu1h15uNmH6EN_dx2iiP1m8lpgCe94mUY1iTr-gQ?key=NVpzR3PFziMSMjCfLDH8xg\" width=\"624\" height=\"416\" alt=\"\" title=\"\"><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_Audience_Persona_Who%E2%80%99s_Watching_A_Snapshot_of_India%E2%80%99s_CTV_Audience\"><\/span><strong>CTV Audience Persona: Who\u2019s Watching? A Snapshot of India\u2019s CTV Audience<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Let\u2019s break down Indian CTV audiences based on The Media Ant\u2019s persona research + industry data.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%93%BA_1_Urban_Power_Watchers\"><\/span><strong>\ud83d\udcfa 1. Urban Power Watchers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Lives in: Metro &amp; Tier 1 cities<\/li>\n\n\n\n<li>Age: 25\u201344<\/li>\n\n\n\n<li>Devices: Smart TVs, Fire TV, premium broadband<\/li>\n\n\n\n<li>Content: YouTube, Netflix, Disney+ Hotstar, IPL, global web series<\/li>\n\n\n\n<li>Brands they love: Samsung, L\u2019Or\u00e9al, Swiggy, CRED<\/li>\n\n\n\n<li>Why advertise to them: High spending power, digital-native, media-multi-taskers<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%93%BA_2_Family-Led_Bharat_Viewers\"><\/span><strong>\ud83d\udcfa 2. Family-Led Bharat Viewers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Lives in: Tier 2\/3 cities, small towns<\/li>\n\n\n\n<li>Age: 30\u201355<\/li>\n\n\n\n<li>Devices: Smart TVs gifted or bundled with D2H<\/li>\n\n\n\n<li>Content: Daily soaps, cricket, reality shows, YouTube regional channels<\/li>\n\n\n\n<li>Brands: Dabur, Patanjali, LIC, local retailers<\/li>\n\n\n\n<li>Why advertise to them: Mass reach, influence family buying<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%93%BA_3_Gen_Z_Kids_on_TV\"><\/span><strong>\ud83d\udcfa 3. Gen Z &amp; Kids on TV<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Lives in: Mixed<\/li>\n\n\n\n<li>Age: 8\u201324<\/li>\n\n\n\n<li>Devices: CTV + YouTube&nbsp;<\/li>\n\n\n\n<li>Content: Animation, influencers, live gaming, DIY shorts<\/li>\n\n\n\n<li>Brands: Oreo, FirstCry, Amazon, Byju\u2019s, mobile games<\/li>\n\n\n\n<li>Why advertise: Future buyers, trendsetters, very high screen engagement<\/li>\n<\/ul>\n\n\n\n<p><strong>Disclaimer:<\/strong> The audience personas presented above are illustrative in nature and have been developed using publicly available industry data combined with The Media Ant\u2019s 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\u2019s proprietary <a href=\"https:\/\/www.themediaant.com\/ctv-advertising-tool\">Connected TV Planning Tool<\/a>, which provides accurate and granular data tailored to your brand\u2019s needs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Top_CTV_Advertising_Platforms_Dominating_India%E2%80%99s_CTV_Space\"><\/span><strong>Top CTV Advertising Platforms Dominating India\u2019s CTV Space<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There are 20+ platforms enabling CTV ads in India, but the big players dominate the eyeballs. Here\u2019s who\u2019s who:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Platform<\/strong><\/td><td><strong>CTV Viewership (Est.)<\/strong><\/td><td><strong>Key Ad Formats on CTV<\/strong><\/td><td><strong>CTV Reach Focus<\/strong><\/td><td><strong>Unique Features on Connected TV<\/strong><\/td><\/tr><tr><td><strong>YouTube CTV<\/strong><\/td><td>60M+ viewers<\/td><td>Skippable &amp; Non-skippable ads, Masthead, Shorts<\/td><td>Urban + Tier 2<\/td><td>Cross-device sync, search lift, high brand recall<\/td><\/tr><tr><td><strong>JioHotstar (Merged)<\/strong><\/td><td>55M+ viewers (est.)<\/td><td>In-stream, QR overlays, sports ad breaks, FAST banners<\/td><td>Mass + Youth + Sports fans<\/td><td>IPL\/ICC rights, FAST channels, freemium access<\/td><\/tr><tr><td><strong>Zee5 (CTV)<\/strong><\/td><td>20M+ viewers (est.)<\/td><td>Carousel, In-stream, Sponsored Originals<\/td><td>Regional + Tier 2<\/td><td>Rich vernacular content, bundled with smart TV OEMs<\/td><\/tr><tr><td><strong>MX Player (CTV)<\/strong><\/td><td>15M+ viewers (est.)<\/td><td>Pre-roll, Mid-roll, Rewarded Ads<\/td><td>Bharat-centric, Rural\/Urban<\/td><td>Data-light content, Hindi &amp; regional FAST, ad-heavy model<\/td><\/tr><tr><td><strong>Samsung TV+<\/strong><\/td><td>10\u201312M viewers<\/td><td>Pause Ads, Overlay Banners, FAST Channel Native Ads<\/td><td>Premium, metro digital homes<\/td><td>100+ free channels via FAST, no app download needed<\/td><\/tr><tr><td><strong>Amazon miniTV (CTV)<\/strong><\/td><td>~5M viewers (Fire TV only)<\/td><td>Display Ads, Sponsored Episodes, Branded Content Placements<\/td><td>Metro youth &amp; OTT audiences<\/td><td>Native Fire TV placement, integrated with Amazon ecosystem<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"FAST_Channels\"><\/span><strong>FAST Channels<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>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\u2014where 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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXc_Jfhx66VyGP7hJclh-STen0B7E0kJdzlId_dLnrj6H_yUPMhT4Y-Hasj0AfjYCdYFzJjH267ldQJZEJXeiZeXTl5RvV4xBI_2veLF0verF6CBWt1Z53do2g_J9crHc9LC9B_T?key=NVpzR3PFziMSMjCfLDH8xg\" width=\"624\" height=\"624\" alt=\"\" title=\"\"><\/h3>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ad_Formats_on_Connected_TV_Explained_for_Indian_Marketers\"><\/span><strong>Ad Formats on Connected TV: Explained for Indian Marketers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>CTV offers a variety of ad formats\u2014and they vary depending on the type of platform or device. Understanding which formats are available helps you build effective, screen-first creatives.<\/p>\n\n\n\n<p>Let&#8217;s break it down by format and then by CTV type.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Common_Ad_Formats_on_CTV\"><\/span><strong>Common Ad Formats on CTV<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Format Name<\/strong><\/td><td><strong>Description<\/strong><\/td><td><strong>Best For<\/strong><\/td><td><strong>Devices\/Platforms<\/strong><\/td><\/tr><tr><td><strong>Skippable Video Ads<\/strong><\/td><td>Ads that can be skipped after 5 seconds. Typically 15\u201330 seconds long.<\/td><td>Broad awareness, storytelling<\/td><td>YouTube CTV, OTT apps<\/td><\/tr><tr><td><strong>Non-skippable Ads<\/strong><\/td><td>Forced-view ads (6\u201315 seconds). Viewer must watch the full ad.<\/td><td>Short impactful messaging<\/td><td>YouTube, JioCinema, Hotstar<\/td><\/tr><tr><td><strong>Masthead Ads<\/strong><\/td><td>Premium YouTube format: 30-second autoplay ad on TV home page.<\/td><td>High-impact brand visibility<\/td><td>YouTube CTV only<\/td><\/tr><tr><td><strong>Overlay\/Display Ads<\/strong><\/td><td>Static or semi-transparent banners during video playback.<\/td><td>Subtle reinforcement, recall<\/td><td>FAST channels, Fire Stick<\/td><\/tr><tr><td><strong>Shoppable QR Ads<\/strong><\/td><td>Video ad with QR overlay\u2014viewer can scan to visit brand\/store on phone.<\/td><td>Performance + brand synergy<\/td><td>YouTube, Fire TV, OTT apps<\/td><\/tr><tr><td><strong>Branded Content<\/strong><\/td><td>Brand embedded within shows, cricket coverage, or OTT storylines.<\/td><td>Native storytelling, category fit<\/td><td>Hotstar, SonyLIV, JioCinema<\/td><\/tr><tr><td><strong>Pause Ads<\/strong><\/td><td>Ad appears when viewer hits pause (image or short video).<\/td><td>High dwell time, mid-funnel<\/td><td>FAST, Samsung Ads, Roku<\/td><\/tr><tr><td><strong>Interactive Ads<\/strong><\/td><td>Choose-your-own-adventure style with remote-based selections.<\/td><td>Engagement, gamified formats<\/td><td>Fire TV, PlayStation, Xbox<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Want to know which CTV ad formats are delivering the best results in India right now? Check out our full analysis in <a href=\"https:\/\/www.themediaant.com\/blog\/ctv-ad-formats-india-2025\/\">CTV Ad Formats 2025 in India: What\u2019s Hot and What Works<\/a>, including platform examples, case studies, and ROI tips.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Format_Availability_by_CTV_Type\"><\/span><strong>Format Availability by CTV Type<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><strong>1. YouTube on CTV<\/strong><\/p>\n\n\n\n<ul>\n<li><strong>Skippable &amp; non-skippable video ads<\/strong>: Standard ad formats that appear before, during, or after videos on the YouTube app via Smart TVs.<\/li>\n\n\n\n<li><strong>Masthead (Cost-per-hour)<\/strong>: Prime placement on the YouTube homepage for CTV, charged hourly, ideal for high-impact branding.<\/li>\n\n\n\n<li><strong>Target frequency buys<\/strong>: Allows advertisers to control how often a user sees their ad within a specific time frame.<\/li>\n\n\n\n<li><strong>QR overlays<\/strong>: Interactive QR codes on-screen that let users take action via mobile while watching on TV.<\/li>\n\n\n\n<li><strong>Shorts on CTV<\/strong>: Vertical, snackable content being adapted for TV screens to appeal to younger, mobile-first audiences.<\/li>\n<\/ul>\n\n\n\n<p><strong>2. OTT Platforms (Disney+ Hotstar, JioCinema, SonyLIV, Zee5)<\/strong><\/p>\n\n\n\n<ul>\n<li><strong>Pre-roll + mid-roll video ads<\/strong>: Ads placed before or during content, similar to traditional TV commercial breaks.<\/li>\n\n\n\n<li><strong>Full-screen takeovers during marquee events<\/strong>: Complete visual dominance during big-ticket moments like IPL or series premiers.<\/li>\n\n\n\n<li><strong>Branded content integrations<\/strong>: Custom content where the brand is woven directly into the show or series storyline.<\/li>\n\n\n\n<li><strong>Contextual overlays<\/strong>: Dynamic ad creatives triggered by in-content context, like showing food delivery ads when a cricket match hits a timeout.<br><\/li>\n<\/ul>\n\n\n\n<p><strong>3. FAST Channels (Samsung TV+, Xiaomi PatchWall)<\/strong><\/p>\n\n\n\n<ul>\n<li><strong>Pause ads<\/strong>: Static or motion creatives that appear when a viewer pauses content.<\/li>\n\n\n\n<li><strong>Static overlays<\/strong>: Persistent brand visuals on the screen during content playback, without interrupting the viewing experience.<\/li>\n\n\n\n<li><strong>Non-skippable slot-based video ads<\/strong>: Scheduled ad placements similar to traditional TV commercials that cannot be skipped.<\/li>\n\n\n\n<li><strong>ACR-powered contextual targeting<\/strong>: Ads triggered based on what\u2019s being watched, using Automatic Content Recognition technology.<br><\/li>\n<\/ul>\n\n\n\n<p><strong>4. Streaming Devices (Fire TV, Chromecast, Mi Box)<\/strong><\/p>\n\n\n\n<ul>\n<li><strong>Interface banner ads<\/strong>: Display creatives placed on the device\u2019s home screen or navigation menus.<\/li>\n\n\n\n<li><strong>Sponsored app placements<\/strong>: Promoting a brand\u2019s app or content by highlighting it in featured rows or categories.<\/li>\n\n\n\n<li><strong>Video ads during OTT\/YouTube content<\/strong>: In-stream ads shown via third-party content consumed on these devices.<\/li>\n\n\n\n<li><strong>Device-level A\/B targeting<\/strong>: Delivering different ad experiences based on user behavior and watch history on the device.<br><\/li>\n<\/ul>\n\n\n\n<p><strong>5. Gaming Consoles (PlayStation, Xbox)<\/strong><\/p>\n\n\n\n<ul>\n<li><strong>Interactive CTV ad formats<\/strong>: Engaging, clickable ad formats that can be explored using the controller.<\/li>\n\n\n\n<li><strong>In-stream display ads<\/strong>: Banner or video ads shown during free-to-play games or while streaming entertainment content.<\/li>\n\n\n\n<li><strong>Niche targeting<\/strong>: Effective reach into the 18\u201335 male demographic, especially tech-savvy and entertainment-focused users.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Choosing_the_Right_Format\"><\/span><strong>Choosing the Right Format<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Think about where your audience is most likely to watch and what kind of attention they\u2019re giving the screen:<\/p>\n\n\n\n<ul>\n<li>Passive entertainment? Overlay\/pause ads.<\/li>\n\n\n\n<li>Intent-based lean-in? QR + interactive.<\/li>\n\n\n\n<li>Brand blitz? Masthead, branded integrations.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_Advertising_Strategy\"><\/span><strong>CTV Advertising Strategy&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A successful <a href=\"https:\/\/www.themediaant.com\/ctv-advertising-tool\">CTV advertising<\/a> strategy combines the creative power of big-screen storytelling with the targeting precision of digital marketing. It starts with identifying high-intent audience personas\u2014based on content preferences, device habits, and regional trends\u2014and selecting platforms that align with those behaviors.&nbsp;<\/p>\n\n\n\n<p>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\u2014whether it&#8217;s awareness, product discovery, or action.&nbsp;<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_To_Buy_CTV_Ads_3_Easy_Options_for_Marketers\"><\/span><strong>How To Buy CTV Ads: 3 Easy Options for Marketers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Connected TV advertising is growing rapidly in India, and the good news is\u2014it\u2019s more accessible than ever. If you&#8217;re wondering <strong>how to buy CTV ads<\/strong>, there are three primary methods marketers use, depending on the platform and the type of campaign they want to run:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Programmatic_Buying\"><\/span><strong>1. Programmatic Buying<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This is the most advanced and data-driven way to advertise on CTV. Platforms like YouTube, Samsung Ads, and DV360 allow you to:<\/p>\n\n\n\n<ul>\n<li>Run ads based on <strong>audience segments<\/strong>, <strong>genres<\/strong>, or even <strong>viewing behavior<\/strong><\/li>\n\n\n\n<li>Use <strong>automated bidding<\/strong> and <strong>real-time optimization<\/strong><\/li>\n\n\n\n<li>Access premium inventory while maintaining control over targeting and budget<br>It\u2019s ideal for brands that want scale, precision, and measurable performance.<br><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Direct_Buying_from_Platforms\"><\/span><strong>2. Direct Buying from Platforms<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This is the traditional route\u2014where you contact the sales teams of OTT platforms or smart TV manufacturers directly.<\/p>\n\n\n\n<ul>\n<li>Platforms like JioCinema, Zee5, Disney+ Hotstar, and Sony LIV offer customized media packages<\/li>\n\n\n\n<li>You can negotiate rates, placements, and sponsorship integrations<\/li>\n\n\n\n<li>This method works well for <strong>tentpole events<\/strong> (like IPL or Bigg Boss), <strong>branded content<\/strong>, or <strong>high-visibility launches<br><\/strong><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Self-Serve_Platforms\"><\/span><strong>3. Self-Serve Platforms<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Some platforms (like YouTube Ads or Vplayed) offer <strong>self-serve dashboards<\/strong> where brands can:<\/p>\n\n\n\n<ul>\n<li>Upload creatives, set targeting, and manage budgets independently<\/li>\n\n\n\n<li>Launch campaigns without a middleman<\/li>\n\n\n\n<li>Great for <strong>SMEs and D2C brands<\/strong> with smaller budgets<\/li>\n<\/ul>\n\n\n\n<p><strong>Pro Tip:<\/strong><\/p>\n\n\n\n<p>The best approach depends on your campaign goals. <a href=\"https:\/\/www.themediaant.com\/blog\/what-is-programmatic-media-buying\/\">Programmatic buying<\/a> offers automation and control, direct deals bring visibility and scale, while self-serve tools offer speed and affordability.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Plan_a_CTV_Campaign_From_Budget_to_Broadcast\"><\/span><strong>How to Plan a CTV Campaign: From Budget to Broadcast<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Planning a CTV campaign isn\u2019t as daunting as it sounds. In fact, if you\u2019ve ever run a digital campaign before\u2014on Meta, Google, or programmatic\u2014you\u2019re halfway there. Let\u2019s break it down:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Set_Clear_Campaign_Goals\"><\/span><strong>1. Set Clear Campaign Goals<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>Brand Awareness<\/strong>: Choose Masthead, Target Frequency buys, high-reach platforms<\/li>\n\n\n\n<li><strong>Engagement<\/strong>: Use shoppable ads, longer videos, and story formats<\/li>\n\n\n\n<li><strong>Lead Generation<\/strong>: Use QR code interactivity (e.g. Fancode, CRED)<\/li>\n\n\n\n<li><strong>Remarketing<\/strong>: Use CTV + mobile\/YouTube cross-device combinations<\/li>\n<\/ul>\n\n\n\n<p>&nbsp;<em>Pro Tip:<\/em> CTV is not just top-of-the-funnel. With measurement tools, you can plan mid-funnel impact too.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Define_Your_Audience\"><\/span><strong>2. Define Your Audience<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Demographics: Age, Gender, Language<\/li>\n\n\n\n<li>Location: City, State, ZIP-level<\/li>\n\n\n\n<li>Affinity: Fitness, Beauty, Gaming, Parenting<\/li>\n\n\n\n<li>NCCS \/ Income Class: Very relevant for urban planners<\/li>\n<\/ul>\n\n\n\n<p>YouTube CTV, Hotstar, and DV360 allow deep audience segmentation like this.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Choose_the_Right_Platform_Mix\"><\/span><strong>3. Choose the Right Platform Mix<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Depending on your budget and audience size, you can mix:<\/p>\n\n\n\n<ul>\n<li><strong>YouTube CTV<\/strong> for broad + targeted reach<\/li>\n\n\n\n<li><strong>FAST Channels<\/strong> for cost-effective regional visibility<\/li>\n\n\n\n<li><strong>SVOD + AVOD Blends<\/strong> for festivals and retail bursts<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_4_Pick_the_Ad_Format_That_Fits\"><\/span>&nbsp;<strong>4. Pick the Ad Format That Fits<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Format<\/strong><\/td><td><strong>Best Use<\/strong><\/td><td><strong>Example<\/strong><\/td><\/tr><tr><td>Masthead<\/td><td>High-impact awareness<\/td><td>L\u2019Or\u00e9al IPL launch<\/td><\/tr><tr><td>Non-skippable<\/td><td>Branding, product recall<\/td><td>Mondelez gifting campaign<\/td><\/tr><tr><td>Skippable<\/td><td>Cost-effective<\/td><td>SME retail video<\/td><\/tr><tr><td>Overlay<\/td><td>Shoppable, QR interaction<\/td><td>CRED, Meesho<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Decide_on_Frequency_Budget\"><\/span><strong>5. Decide on Frequency &amp; Budget<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Ideal Frequency: 5\u20137 exposures over 30 days<\/li>\n\n\n\n<li>Budget range: \u20b94\u201320 lakhs\/month for mid-sized brands<\/li>\n<\/ul>\n\n\n\n<p>&nbsp;Tools like The Media Ant CTV Planning Tool will help you plan a robust connected television campaign.&nbsp;<\/p>\n\n\n\n<p><strong><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcEzR5G8zOelODMBfw-j2HEeovrwdFF6MBwGNWKcwuu8HWYLbd_LzAod57o-etOohzQC8IU4Yg1Xvwp24RoAfnZs86vDLXK7Cdg28C-DXDr8_OHxwthyPiQ-swY4x-8OCaASjKqxg?key=NVpzR3PFziMSMjCfLDH8xg\" width=\"624\" height=\"624\" alt=\"\" title=\"\"><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_Metrics_and_Measurement\"><\/span><strong>CTV Metrics and Measurement<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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\u2019s ROI and enables real-time optimizations\u2014something that\u2019s nearly impossible with linear television.<\/p>\n\n\n\n<p>As CTV adoption grows, so does its promise as a measurable, full-funnel advertising platform.<\/p>\n\n\n\n<p><strong>How Do You Measure CTV Success?<\/strong><\/p>\n\n\n\n<p>This is where Connected TV (CTV) pulls ahead of traditional TV \u2014 it\u2019s not just visible, it\u2019s measurable. Advertisers get access to digital-like metrics in a premium, lean-back environment. Here\u2019s what to track:<\/p>\n\n\n\n<p><strong>Impressions<\/strong><\/p>\n\n\n\n<p>The total number of times your ad was served on CTV devices. This tells you how many households or users your message reached \u2014 a fundamental visibility metric.<\/p>\n\n\n\n<p><strong>View Through Rate (VTR)<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Brand Lift<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Search Lift<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Attribution<\/strong><\/p>\n\n\n\n<p>Evaluates whether your ad led to meaningful action \u2014 such as a visit to your website, app install, or any other post-view conversion. Helps connect media exposure to business outcomes<\/p>\n\n\n\n<p>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).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2025_CTV_Trends_Every_Marketer_Should_Know\"><\/span><strong>2025 CTV Trends Every Marketer Should Know<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Key Trends Shaping the Future of CTV in India<\/p>\n\n\n\n<p><strong>1. FAST Channels Will Eat Into Linear TV<\/strong><\/p>\n\n\n\n<p>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 \u2014 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.<\/p>\n\n\n\n<p><strong>2. Regional Creatives Will Rule<\/strong><\/p>\n\n\n\n<p>CTV advertising is going hyperlocal. Brands are no longer sticking to Hindi or English, they&#8217;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.<\/p>\n\n\n\n<p><strong>3. Shoppable Video Ads on CTV<\/strong><\/p>\n\n\n\n<p>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 \u2014 enabling seamless product discovery and instant purchase from the comfort of the couch.<\/p>\n\n\n\n<p><strong>4. AI Will Power Planning<\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/www.themediaant.com\/blog\/what-is-ai-advertising\/\">Artificial intelligence<\/a> 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.<\/p>\n\n\n\n<p><strong>5. Multi Screen Sync<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><span id=\"docs-internal-guid-63f7fda1-7fff-34eb-ac23-0fce1cbbe6a0\"><span style=\"font-size: 11pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-variant-numeric: normal; font-variant-east-asian: normal; font-variant-alternates: normal; font-variant-position: normal; font-variant-emoji: normal; vertical-align: baseline;\">Ready to go beyond the basics? Check out <\/span><a href=\"https:\/\/www.themediaant.com\/blog\/future-trends-ctv-advertising-india-2025\/\"><span style=\"font-size: 11pt; font-family: Arial, sans-serif; color: rgb(17, 85, 204); background-color: transparent; font-weight: 700; font-variant-numeric: normal; font-variant-east-asian: normal; font-variant-alternates: normal; font-variant-position: normal; font-variant-emoji: normal; text-decoration-line: underline; text-decoration-skip-ink: none; vertical-align: baseline;\">Top CTV Advertising Trends to Watch in 2025<\/span><\/a><span style=\"font-size: 11pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-variant-numeric: normal; font-variant-east-asian: normal; font-variant-alternates: normal; font-variant-position: normal; font-variant-emoji: normal; vertical-align: baseline;\"> to discover how AI-powered ads, regional targeting, hybrid monetization, and more are reshaping the CTV ecosystem.<\/span><\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_Campaigns_CTV_Advertising_Case_Studies\"><\/span><strong>CTV Campaigns: CTV Advertising Case Studies<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Connected TV (CTV) is no longer just an emerging medium\u2014it\u2019s a results-driven advertising powerhouse. Let\u2019s look at some impactful <strong>CTV campaigns<\/strong> from Indian and global brands that showcase how advertisers are harnessing big screens to drive awareness, engagement, and even conversions.<\/p>\n\n\n\n<p>One of the most cited <strong>CTV campaigns<\/strong> is <strong>Samsung India<\/strong>, 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 <strong>80% reach among CTV households in just 30 days<\/strong>, along with a <strong>2x lift in ad recall<\/strong>.<\/p>\n\n\n\n<p>Another standout example is <strong>L\u2019Or\u00e9al Paris<\/strong>, which promoted its Dream Lengths range via YouTube CTV using pause ads and primetime slots. The campaign led to a <strong>10x lift in product intent<\/strong> and <strong>83% increase in Google search queries<\/strong>. It shows how CTV can be used not just for branding, but to drive actionable search behavior.<\/p>\n\n\n\n<p>These <strong>CTV campaigns<\/strong> highlight how brands across industries\u2014from beauty to electronics to FMCG\u2014are leveraging connected television for full-funnel marketing. Whether it\u2019s QR-enabled interactivity, regional targeting, or premium big-screen storytelling, these campaigns prove that CTV is a high-impact, measurable medium fit for today\u2019s digital-first consumers. Let\u2019s look at the CTV campaigns in detail:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-11.png?w=740&#038;ssl=1\" alt=\"\" class=\"wp-image-39213\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<ol>\n<li><strong>Samsung India \u2013 Making CTV the Launchpad for Galaxy Devices<\/strong><\/li>\n<\/ol>\n\n\n\n<ul>\n<li><strong>Objective<\/strong>: Drive high recall and awareness for Samsung Galaxy smartphones.<\/li>\n\n\n\n<li><strong>Platform<\/strong>: YouTube Connected TV (CTV)<\/li>\n\n\n\n<li><strong>Strategy<\/strong>:\n<ul>\n<li>Used YouTube <strong>CPH Masthead<\/strong> on CTV to dominate living room screens.<\/li>\n\n\n\n<li>Leveraged <strong>first-screen visibility<\/strong> to showcase cinematic storytelling.<\/li>\n\n\n\n<li>Integrated <strong>advanced audience targeting<\/strong> with Samsung Ads to focus on tech-savvy, high-income urban households.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Results<\/strong>:\n<ul>\n<li><strong>80% reach<\/strong> among Indian CTV households in 30 days.<\/li>\n\n\n\n<li><strong>2X ad recall<\/strong>, <strong>5X lift in brand awareness<\/strong>.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"552\" height=\"134\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-10.png?resize=552%2C134&#038;ssl=1\" alt=\"\" class=\"wp-image-39212\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-10.png?w=552&amp;ssl=1 552w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-10.png?resize=300%2C73&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-10.png?resize=150%2C36&amp;ssl=1 150w\" sizes=\"(max-width: 552px) 100vw, 552px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<ol start=\"2\">\n<li><strong>Mondelez \u2013 Driving Festive Gifting with Cross-Screen Storytelling<\/strong><\/li>\n<\/ol>\n\n\n\n<ul>\n<li><strong>Objective<\/strong>: Boost Cadbury Celebrations sales during the Diwali season.<\/li>\n\n\n\n<li><strong>Platform<\/strong>: YouTube CTV + Mobile<\/li>\n\n\n\n<li><strong>Strategy<\/strong>:\n<ul>\n<li>Created <strong>long-form videos tailored for CTV<\/strong> to spark emotional connect.<\/li>\n\n\n\n<li>Used <strong>DV360 for sequential storytelling<\/strong>: started with CTV, followed by mobile ad recall reinforcements.<\/li>\n\n\n\n<li>Focused on <strong>affluent metros and vernacular clusters<\/strong> to personalize messages.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Results<\/strong>:\n<ul>\n<li><strong>+11% incremental reach<\/strong> through CTV.<\/li>\n\n\n\n<li><strong>12% cost savings<\/strong> via efficient cross-device planning.<\/li>\n\n\n\n<li><strong>Spike in branded keyword searches<\/strong> on Google.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/image-9.png?w=740&#038;ssl=1\" alt=\"\" class=\"wp-image-39211\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<ol start=\"3\">\n<li><strong>L\u2019Or\u00e9al Paris \u2013 Beauty Goes Big on the Living Room Screen<\/strong><\/li>\n<\/ol>\n\n\n\n<ul>\n<li><strong>Objective<\/strong>: Launch a new line of haircare products and increase purchase intent.<\/li>\n\n\n\n<li><strong>Platform<\/strong>: YouTube CTV<\/li>\n\n\n\n<li><strong>Strategy<\/strong>:\n<ul>\n<li>Eye-catching <strong>pause ads<\/strong> and <strong>masthead takeovers<\/strong> for CTV viewers.<\/li>\n\n\n\n<li>Focused on <strong>urban female audience (NCCS A1)<\/strong> with interest in self-care.<\/li>\n\n\n\n<li>Combined with <strong>retargeting on mobile<\/strong> to drive conversions.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Results<\/strong>:\n<ul>\n<li><strong>10X lift in product intent<\/strong><\/li>\n\n\n\n<li><strong>83% rise in branded search queries<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p><br><strong>Final Thoughts: Why CTV Should Be on Every Indian Marketer\u2019s Radar<\/strong><\/p>\n\n\n\n<ul>\n<li>CTV is not a trend\u2014it\u2019s India\u2019s new default screen<\/li>\n\n\n\n<li>It combines mass media impact with digital targeting finesse<\/li>\n\n\n\n<li>From Tier 1 to Tier 3, there\u2019s a CTV audience waiting to be wooed<\/li>\n\n\n\n<li>Measurement, formats, platforms, and tools are now fully developed<\/li>\n<\/ul>\n\n\n\n<p>Whether you&#8217;re a D2C brand launching your first IPL campaign or a B2B firm experimenting with branding\u2014CTV deserves a spot in your 2025 media plan.<\/p>\n\n\n\n<p>&nbsp;<em>Next Step:<\/em> Need help planning your CTV media buy? Talk to The Media Ant\u2019s experts.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What this Blog Covers?This comprehensive guide explains Connected TV (CTV) advertising in India &#8211; from understanding what CTV actually is (Smart TVs + streaming apps) to planning successful campaigns on&#8230;<\/p>\n","protected":false},"author":34,"featured_media":39231,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2563],"tags":[4128,4122,4121,4123,4126,1801,4124,4127,1866,4125],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/feature-image-12.jpg?fit=740%2C549&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39199"}],"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\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=39199"}],"version-history":[{"count":19,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39199\/revisions"}],"predecessor-version":[{"id":39849,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39199\/revisions\/39849"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/39231"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=39199"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=39199"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=39199"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}