Infrastructural challenges like massively low penetration of high-speed internet connections and miniscule cord-cutting limits the scale of CTV in India to 0.5 million homes, 5% of India’s TV universe

exchange4media Staff Jan 24, 2023 10:05 AM


Experts say the industry's perspective towards connected TVs is shifting with several players recognising its potential as a media vehicle

Shantanu David Jan 11, 2023 8:27 AM

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Guest Column: Jaiti Hariani, Sales Director, West, DoubleVerify, drives home the importance of third-party verification for advertisers to beat ad frauds and to realise the full potential of CTV

Jaiti Hariani Dec 22, 2022 9:00 AM

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Fiber internet connectivity, which empowers connected TV, is currently severely limited in India, standing at 12-14 million homes

exchange4media Staff Dec 8, 2022 10:10 AM


We bring you a roundup of the news that made headlines this past week

exchange4media Staff Nov 11, 2022 4:23 PM

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A study recently found that CTV ads are being counted even when TV is off. This is resulting in ad waste to the tune of $1 billion

Kanchan Srivastava Nov 8, 2022 9:16 AM

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Media agencies say brands are increasingly showing interest in Connected TV advertising this season, but is it translating into a surge in CTV campaigns? e4m analyses 

Kanchan Srivastava Oct 20, 2022 8:37 AM

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The study revealed that CTV ads create significant brand impact, helping boost awareness by 19%, favorability by 11% and a 10% uplift in purchase intent

exchange4media Staff Jul 14, 2022 6:05 PM


Google believes that the move will help brands to reach the right viewers as they watch top streaming content

exchange4media Staff May 28, 2022 8:35 AM

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In a mobile-first digital market like India, OTT platforms are highly bullish about CTV both from audience engagement and monetisation points of view

Javed Farooqui Apr 15, 2022 8:39 AM

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According to a recent report by FICCI-EY, the number of smart connected TVs will exceed 40 million by 2025

Javed Farooqui Apr 5, 2022 8:29 AM


The report also stated that the growth in Pay TV, Free TV & Connected TV shows that overall TV connections will keep growing at a pace of over 5% per year to cross 67% of Indian households by 2025

exchange4media Staff Mar 22, 2022 8:36 AM

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At the fourth edition of e4m TV First on Thursday, a panel of industry experts discussed connected TV and outlined the challenges and opportunities for marketers

exchange4media Staff Feb 25, 2022 8:44 AM

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Nearly 20 million households representing 80 million users currently have connected TVs at home, as per an industry estimate

Mansi Sharma Jan 19, 2022 9:09 AM

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Affle’s mediasmart India CTV Report 2021 reveals consumer adoption insights about the advertising potential of the CTV medium

exchange4media Staff Sep 6, 2021 12:47 PM

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Surge in CTV viewership is a win-win situation for both platforms and advertisers, say experts

Javed Farooqui Aug 20, 2021 8:49 AM


The brand leveraged Fire TV ads through a full screen experience on the homepage and reached audiences through a one-day 100% Share of Voice video campaign on the ‘Feature Rotator’ slot

exchange4media Staff Aug 13, 2021 2:45 PM