How CTV is reshaping the modern marketing playbook

On Friday, May 16, 2025, the exchange4media Group, in collaboration with Teads, hosted an exclusive roundtable in Mumbai, bringing together prominent marketing and media leaders to explore the evolving impact of Connected TV (CTV) on the advertising ecosystem.

Themed ‘Navigating the Digital Tide: How CTV is Reshaping Media’, the gathering provided a platform for deep insights, strategic foresight, and meaningful conversations around the growing prominence of CTV in today’s digital-first environment.

This closed-door roundtable brought together senior industry voices who are actively shaping the media and marketing space. Among the speakers were Harish Iyer, EVP-Media & Investments, Interactive Avenues, Sadhana Daswani Head - Brand and Digital JSW Paints, Bharat Tiwari, Marketing Head - Jaguar Land Rover Navnit Motors; Richa Parekh, Digital Marketing Specialist (Ex-Aditya Birla Capital); Bansri Rajadnye, Marketing Manager – Consumer, Galderma; Moupriya Das, AGM – Marketing, Audi India; Shubhi Sharma Ganesh, Executive Director & Head - Marketing, Wealth & Retail Banking, Standard Chartered Bank; Dorab Ghadiali, Media Head, Aditya Birla Grasim - Birla Opus Paints; Priyam Kanchwala, Senior Manager - Integrated Media, Colgate; and Riddhi Pimputkar, Director - Enterprise Solutions, India, Teads.

The session kicked off with an overview of what defines Connected TV today and why it is increasingly significant for brands. As consumers shift from traditional broadcast TV to on-demand streaming platforms, CTV has emerged as a critical channel for marketers looking to engage audiences with scale and precision. The group discussed how CTV offers the best of both worlds—blending the immersive experience of television with the data-driven capabilities of digital platforms.

Creative strategies were a central focus, with discussions around the importance of developing platform-specific content. Participants emphasized that successful CTV campaigns require a thoughtful approach to storytelling—one that resonates with lean-back audiences while remaining visually impactful and brand-aligned.

Maintaining creative consistency across devices—including CTV, mobile, and desktop—was another key discussion point. Speakers explored how content can be adapted to meet the distinct demands of each platform while preserving a cohesive brand identity. This, they noted, is essential for delivering a seamless consumer experience across the media mix.

The roundtable also examined the anatomy of successful CTV campaigns, highlighting how leading brands are using innovative video formats, interactive experiences, and advanced targeting to drive stronger results. These examples underscored the value of creativity, relevance, and clarity in campaign execution.

Data integration was identified as a major advantage of CTV advertising. The ability to apply audience insights, behavioral patterns, and first-party data enables brands to deliver highly personalized campaigns and optimize outcomes in real-time. The group discussed how this data-centric approach enhances targeting accuracy and helps marketers drive more meaningful engagement.

As the lines between social, digital, and television continue to blur, the incorporation of influencers and user-generated content (UGC) into CTV strategies was also explored. Participants discussed the growing impact of blending organic content with premium video inventory to increase authenticity and boost consumer trust.

The conversation further delved into maximizing video creative impact, with actionable strategies around format optimization, audience segmentation, and platform alignment. CTV’s immersive nature makes it a powerful storytelling medium, but it also demands a nuanced approach to content development and delivery.

The session concluded with a forward-looking perspective on personalization and adaptability in CTV. Speakers reflected on the technological innovations that are shaping the future of video advertising and how brands can stay ahead of the curve through agile thinking and collaboration. Building a culture of cross-functional synergy—between creative, strategy, tech, and media teams—was cited as a key enabler of campaign success in the CTV space.

The roundtable underscored that CTV is no longer an emerging trend—it’s a vital part of the modern media strategy. With its blend of reach, personalization, and performance, CTV is redefining how brands connect with their audiences and setting the tone for the next chapter in advertising.