CTV lets us reach the right audience - Samsung Ads e4m Roundtable

The exchange4media Group, in collaboration with Samsung Ads, hosted an industry roundtable titled ‘e4m Beyond Awareness: How CTV is Driving Deeper Brand Impact’. The discussion brought together senior marketing leaders from across categories to discuss how Connected TV (CTV) is enabling sharper targeting, richer storytelling, and measurable outcomes beyond traditional awareness metrics.

The session was moderated by Aditi Gupta, Assistant Editor, exchange4media, and Nishit Kanchan, Head of Sales, Samsung Ads.

The speakers included Arti Saxena, Brand Director, World Gold Council; Girish Ahuja, Chief Marketing Officer, H&R Johnson India; Paras Sanghvi, Head - Marketing, The LEGO Group; Permendra Singh, CBO, Cello; Ripal Chopda, CMO, The Sleep Company; Shweta Rangra, VP - Marketing, Häfele; Khadija Attarwala, Director - Brand Building & Digital Marketing, Natural Diamond Council; Sujala Martis, Director - Consumer Marketing, Platinum Guild India; Aatika Ansari, Media & Digital Head, Pernod Ricard India; and Aninda Gupta, Head of Marketing, Gyproc.

Opening the conversation, Aatika Ansari of Pernod Ricard India reflected on how the diversity of platforms allows the company to tailor brand placement. “The more platforms, the easier it is to make sure we are reaching the right kind of consumers that our brands would appeal to.” She noted that 15 years ago, luxury marketing meant a few hoardings, print ads, and occasional digital work, but today’s multiple platforms enable sharper audience segmentation and faster, more impactful storytelling.

Sujala Martis of Platinum Guild India stressed the importance of an interconnected, cross-device strategy. “You have to plan for a holistic consumer journey and not look at a particular device,” she said. “Larger screens definitely hold attention better for categories like ours, which is platinum, its jewellery, it’s emotionally resonant. Larger formats drive effective brand awareness as well as mental availability better.” Nishit Kanchan of Samsung Ads added that data points such as TV size and content consumption patterns enable refinement for advertisers seeking niche audience. Khadija Attarwala of the Natural Diamond Council highlighted the value of contextual storytelling, explaining, “With the multiplicity of platforms you can tap onto micro moments, multiple messaging that resonate with each of the platforms and the cohort you are targeting.”

Paras Sanghvi of The LEGO Group said CTV plays a vital role in discovery for brands with low awareness in India. “For LEGO, awareness is fairly low in the Indian market. We want to reach households where kids as well as the parents need to see our product,” he said. “Since CTV as a medium is also premium, it really helps us reach the right set of users.” He pointed out that LEGO’s target audience spans from children to adults in their 40s and 50s, and CTV helps define and reach these diverse households.

Martis explained that for Platinum Guild India, the big screen is not only a top-funnel awareness play. “Equally critical is driving familiarity and access to the last mile… with QR codes, last-mile access, and measurability, you can optimise for all outcomes,” she said. Shweta Rangra of Häfele added that linear TV had long been a dilemma for premium brands: “Media has to represent the premiumness of the brand. Connected TV allows us to target potential customers without spreading ourselves too thin. I have been wanting to be on a big device for 14 years. With CTV, that strategy was realised.”

Speakers further noted that CTV enables regional testing and sharper, geo-targeted outreach in Tier 2 and Tier 3 cities, lets premium brands show up on the big screen without overspending, and supports contextual, cross-device storytelling that avoids content fatigue.

They also pointed to the growing role of free ad-supported TV (FAST) for discovery and recall, and to measurement signals such as brand lift, view-through rates, click-through rates and awareness-to-consideration shifts that demonstrate impact across categories.