Comscore partners with IAMAI for CTV study

The study, set to be launched soon, aims to deliver comprehensive insights that will empower brands, publishers, OTT players, agencies, and broadcasters

by e4m Staff
Published: Oct 22, 2024 11:33 AM | 2 min read

Comscore has announced a partnership with the Internet and Mobile Association of India (IAMAI) to support its upcoming study on India’s Connected TV (CTV) landscape.

The study, set to be launched soon, aims to deliver comprehensive insights that will empower brands, publishers, OTT players, agencies, and broadcasters to make informed decisions and drive business growth. With IAMAI’s support, the reach and visibility of the study will be amplified across India’s digital landscape.

“India is one of the most dynamic and diverse media markets in the world and Connected TV has emerged as a pivotal platform for content consumption and advertising,” said Alejandro Fosk, EVP International, Comscore. “Our upcoming study will provide actionable insights for stakeholders to better understand India’s CTV ecosystem, and IAMAI’s support will help us ensure that the findings have a broad impact across the industry.”

The CTV study will provide an extensive overview of the market, including:

India's CTV Consumer Profile & Behavior: A comprehensive view of how different demographics in India use CTV devices and services, including viewing habits, device preferences, and streaming service consumption across regions.

Advertising Impact & Opportunities: An evaluation of consumer perceptions of CTV advertising, its influence on brand images and purchasing decisions, and expert insights on monetization opportunities for brands and advertisers.

Market Trends, Challenges & Forecasts: Highlights of CTV growth projections in India, emerging technologies, regional trends, and evolving measurement strategies to support accurate audience targeting and personalization.

“I am pleased that IAMAI is supporting Comscore in bringing these valuable insights to the forefront. The CTV landscape in India presents unique opportunities for growth and innovation, and we are proud to be involved in this study to help the industry navigate these opportunities,” said Vivek Malhotra, Chairman of IAMAI’s Digital Advertising Council.