ctv
The study found that celebrity-endorsed advertisements accounted for 61% of total advertising volumes on Linear TV, compared with 49% on Connected TV
e4m Staff Jun 29, 2026 1:55 PM
As Connected TV scales beyond premium reach, advertisers are asking harder questions on frequency, transparency and business outcomes
Kanchan Srivastava Jun 29, 2026 8:48 AM
The launch highlights the general availability of Teads CTV Performance, bringing AI-driven, lower-funnel outcomes directly to the living room
e4m Staff Jun 23, 2026 3:41 PM
At the e4m CTV Conference 2026, Samsung Ads India’s Nishit Kanchan said CTV’s future extends beyond scale, driven by immersive viewing, first-party data, FAST platforms and changing consumer habits
e4m Staff Jun 23, 2026 3:02 PM
Introduced during IPL 2026, CTV Ad Pulse combines TAM's advertising monitoring capabilities with VTION's Connected TV audience measurement
e4m Staff Jun 23, 2026 7:59 AM
At e4m CTV Conference, Russhabh R. Thakkar, Founder and CEO of Frodoh, spoke on the growing disconnect between audience consumption patterns and advertising investments
e4m Staff Jun 18, 2026 7:04 PM
At e4m Connected TV Conference 2026, Huella Co-Founder Mayura Nayak outlined how changing viewing habits, second-screen behaviour and interactive formats are pushing CTV towards measurable engagement
e4m Staff Jun 15, 2026 1:39 PM
CTV is a strong attention driver, but marketers question its ability to deliver measurable business outcomes as gaps in attribution and execution persist, leaving it between promise and proof
e4m Staff Jun 15, 2026 11:27 AM
At e4m CTV Conference 2026, marketers argued that CTV's true value lies not in reach numbers, but in its ability to command attention, build trust, and translate into measurable business outcomes
e4m Staff Jun 13, 2026 8:34 AM
FIFA 2026, Zee5, and the moment India's CTV story stops being a conversation and starts being history
e4m Staff Jun 12, 2026 5:45 PM
At the e4m CTV Conference 2026 in Mumbai, Ashwin Padmanabhan, COO, WPP Media, delved into the evolution of connected television, how we need to approach CTV differently and more
e4m Staff Jun 12, 2026 9:41 AM
At e4m Connected TV Conference, Publicis Media’s South Asia CEO Lalatendu Das said CTV’s real opportunity lies in combining data, commerce and AI
e4m Staff Jun 12, 2026 9:20 AM
At the e4m CTV Conference 2026, Kedar Ravangave, Head of Marketing at Kotak Mahindra Bank, noted that although algorithms influence what audiences watch, content continues to drive engagement
e4m Staff Jun 12, 2026 9:12 AM
At e4m Connected TV Conference 2026, the Senior VP and Business Head of Reliance Retail, made a compelling case for treating CTV not as a media novelty, but as a strategic brand-building engine
e4m Staff Jun 11, 2026 6:25 PM
From gaming hubs and retail media to IoT homes and creator studios, EY-Parthenon's Raghav Anand laid out why the television screen is rapidly becoming the most powerful commercial real estate in India
e4m Staff Jun 11, 2026 4:15 PM
During a fireside chat, Lalatendu Panda, Senior VP and Business Head, Quick Commerce, Reliance Retail will share latest trends, growing convergence of CTV & quick commerce and more
At the fourth edition of the conference, the panellists will share key insights on the topic ‘From Impressions to Impact: The CMO’s CTV Playbook'
Kedar Ravangave, Head of Marketing, Kotak Mahindra Bank, will share insights on the topic 'The Algorithm Owns the Screen: How AI is Rewriting the Rules of Television and Streaming'
A new study finds that the market's content intelligence gap actively suppresses budget confidence at every stage of the planning and trading cycle
Anuja Jain May 29, 2026 8:02 AM
Puneet Avasthi, Director, Kantar, speaks with Shripad Kulkarni on Media Compass — India’s first unified currency across traditional and digital media — and what it reveals about Indian media landscape
Shripad Kulkarni May 26, 2026 7:57 AM
The CNBC-TV18 report claimed a proposal for a tax or cess on international travel was being discussed at the ‘highest levels’ of government
e4m Staff May 16, 2026 11:21 AM
With 49% of households co-viewing daily and brand recall rising 74% in shared contexts, marketers can no longer afford to plan for the solo viewer
Anuja Jain May 4, 2026 8:12 AM
As Connected TV scales rapidly, marketers are shifting from chasing reach to rebuilding control in a fragmented, data-rich ecosystem, note industry observers
Anuja Jain Apr 24, 2026 9:09 AM
Data from TAM Sports indicate that streaming and broadcast are no longer competing mediums but complementary pillars
Imran Fazal Apr 21, 2026 7:28 PM
While a section of experts say CTV opens up the possibility of granular targeting, others point out that much of the consumption in smaller markets is still skewed towards free, ad-supported platforms
Aditi Gupta Apr 10, 2026 9:12 AM
Ad rates remain largely the same in the ongoing IPL season compared to last, media planners say. The larger revenue play lies in sponsorships, with premium partnerships in the ₹100–260 crore range
Kanchan Srivastava Apr 1, 2026 8:45 AM
Non-skippable formats on CTV allow advertisers to drive brand building through immersive options; combination of reach and digital precision is a big pull, say industry heads
Anuja Jain Mar 31, 2026 8:52 AM
Industry leaders at the Pitch CMO Summit 2026 discuss how connected television is blending the scale of traditional TV with the targeting power of digital advertising
e4m Staff Mar 26, 2026 12:23 PM
Anoop Manohar, Chief Marketing Officer, Axis Bank, shares that digital accounts for over 50% of Axis Bank’s marketing mix and is also working on influencer collabs
Sunidhi Vijay Mar 16, 2026 9:28 AM
Brands now have a larger creative window to deliver complete brand narratives in an environment where viewers are typically watching longer-form content
e4m Staff Mar 12, 2026 3:42 PM
Platforms operating within CTV ecosystem say the format stands for a convergence between traditional storytelling and digital advertising; brands driving full-funnel outcomes on CTV offerings
Shantanu David Mar 12, 2026 8:41 AM
Advertisers and rights holders now require credible intelligence that captures brand presence across the evolving media landscape, said the company
e4m Staff Mar 11, 2026 5:07 PM
Company announces expansion of focus toward first-party data collaboration, CTV ecosystems, premium media supply and proprietary marketing technology
e4m Staff Mar 10, 2026 2:08 PM
Auto marketers debated whether CTV and digital OOH are truly driving growth in Bharat, at the e4m Automotive Marketing Summit
e4m Staff Mar 6, 2026 12:19 PM
With this mandate, Sapphire Media will spearhead brand partnerships, advertiser outreach, and strategic monetisation initiatives for CTV Scale
e4m Staff Feb 17, 2026 5:54 PM
The association builds on Hyundai Motor Company’s global partnership with the International Cricket Council
Although CTV spend has shifted from pilot budgets to recurring line items, internal ownership structures have not always kept pace
Shantanu David Jan 29, 2026 8:45 AM
Most recently, Bill Condon served as Vice President of Enterprise Sales and Partnerships at Xumo
e4m Staff Jan 22, 2026 12:18 PM
India ended 2025 with 35M+ smart TV homes, and CTV ad spend is rising fast, attracting budgets from linear TV and mobile as it’s seen as privacy-safe, measurable, and performance-friendly
Shantanu David Jan 19, 2026 9:08 AM
The appointments reflect a strategy to build a dedicated Connected TV ecosystem spanning product design, editorial experience, distribution & arevenue
e4m Staff Jan 15, 2026 10:39 AM
Prior to this, Sanjeev Choudhary was with Republic World as Chief Revenue Officer – Digital
PrsmX by Mobavenue is designed for today’s reality to help brands plan and execute campaigns that account for how attention flows across screens within a household
NATIVE CONTENT Dec 26, 2025 11:34 AM
Experts highlight a real gap between platform-reported performance and what marketers see on the ground, making it hard to distinguish genuine impact from recycled or low-quality traffic
Shantanu David Dec 17, 2025 9:00 AM
Industry projections suggest India will reach 60 million CTV households by early 2026, with viewers in top 15 cities consuming over 700 mn minutes of streamed content every day
Aditi Gupta Dec 15, 2025 9:10 AM
The association will extend Pinterest’s AI-powered performance advertising from mobile to TV
e4m Staff Dec 13, 2025 9:08 AM
The report reveals advertisers plan to boost CTV investments by 55%, with shoppable ads and retail data shaping the future of outcome-driven campaigns
e4m Staff Dec 11, 2025 1:03 PM
The study spanning five leading brands revealed insights into how audiences engage with ads during live sports across Linear TV (LTV), Connect TV (CTV) and Mobile
e4m Staff Nov 25, 2025 3:34 PM
CTV home screen takeovers range from Rs 12L-Rs 30L for a day; Advertisers get premium front-door visibility along with trackable impressions and actions
Aditi Gupta Nov 24, 2025 8:50 AM