As digital advertising continues to evolve, Connected TV (CTV) has emerged as a key driver of modern media strategies. In a market such as India, where viewers spend over 3.5 hours daily watching television and more than 80% engage with both handheld and television screens, CTV is uniquely positioned to deliver scale, precision and interactivity in equal measure.
The medium is already demonstrating its value across industries. Brands in automotive, FMCG, BFSI and entertainment are leveraging CTV not only to build awareness but also to drive measurable outcomes. Whether the objective is to deliver personalized communication based on user behavior or to enable region-specific targeting at scale, CTV is transforming the way audiences experience brand messaging.
What is particularly noteworthy is the shift in perception from viewing CTV as merely a brand awareness channel to recognizing its capability to influence the entire marketing funnel. Campaigns are now delivering high video completion rates, significant uplifts in brand awareness and recall, and clear connections to digital actions and conversions.
To fully harness the potential of CTV, brands should structure their approach around four key pillars:
1. Data-Driven Targeting
CTV allows for refined audience segmentation beyond traditional demographic profiles. By leveraging first-party data, behavioral insights and contextual signals, brands can ensure that the right message reaches the right audience at the most relevant moment.
2. Creative Optimisation for CTV
Traditional television advertisements often underperform when directly adapted for CTV. High-performing creatives are concise, immersive and developed with interactivity in mind. For example, the integration of QR codes enables immediate viewer engagement, bridging the gap between screen exposure and consumer action.
3. Advanced Measurement & Attribution
The adoption of LS Digital’s CoMMeT (Confluence of Media Measurement & Technology) has helped brands to track the true impact of their CTV investments, linking ad exposure to website visits, app installs, or even offline purchases. BFSI brands like ICICI Bank have successfully integrated CTV with their CRM systems to measure how ad exposure influences customer acquisition and engagement.
4. Omnichannel Integration
CTV performs most effectively when it is integrated into a broader digital ecosystem. Campaigns that align CTV with mobile and search channels using strategies such as sequential messaging deliver a more cohesive and compelling brand experience.
As consumer behaviour continues to shift towards streaming and smart devices, Connected TV is set to become a cornerstone of forward-thinking digital media strategies. Brands that invest early and approach the medium with precision, creativity and integration will be best placed to capture attention, drive performance and shape the future of digital engagement.
Ready to integrate CTV into your media strategy?
