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 Trend
Connected TV Advertising Trends
This cluster explores the evolving landscape of connected TV (CTV) advertising, highlighting the shift from experimentation to essential integration in media plans. It discusses the implications of unified measurement and the ongoing value perceived by advertisers in the CTV space, particularly in relation to major eve...
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Shift to Essential CTV
The non-skippable 30 secs: Are brands ready to pay the premium?
Key Insights
5 Insights
Shift to Essential CTV
Connected TV is transitioning from a testing phase to a critical component of advertising strategies, indicating a significant market evolution.
Premium Advertising Costs
Brands are increasingly willing to pay a premium for non-skippable ads, reflecting a shift in value perception in the advertising landscape.
Unified Measurement Impact
The push for unified measurement is reshaping control dynamics in India's advertising market, enhancing accountability and effectiveness.
Advertiser Value in CTV
Despite challenges, advertisers continue to find value in CTV, particularly during high-profile events like IPL 2026.
CTV's Role in Brand Attention
CTV is becoming a focal point for brands seeking to capture consumer attention on larger screens, driving innovation in ad formats.
Frequently Asked Questions
5 Q&A
Connected TV is becoming essential for advertisers as it allows for targeted reach and engagement with audiences on larger screens.
Brands are increasingly integrating CTV into their media plans, recognizing its potential for delivering impactful advertising experiences.
Unified measurement provides a comprehensive view of advertising performance across platforms, enhancing accountability and strategy effectiveness.
Advertisers believe non-skippable ads ensure higher engagement and visibility, justifying the premium costs associated with them.
IPL 2026 serves as a significant event that drives advertiser interest and investment in CTV, showcasing its value during peak viewership.
Latest Articles in This Topic
5 Articles
The non-skippable 30 secs: Are brands ready to pay the premium?
Connected TV is moving from experiment to essential in media plans: Nishit Kanchan
At the Pitch CMO Summit 2026, Samsung Ads India’s Nishit Kanchan outlines why the big screen is becoming a key platform for focused attention, measurable reach...
CTV takes centre stage as brands chase attention on the biggest screen
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 adver...
Unified measurement push: How does it shift controls in India’s advertising market?
As cross-screen metrics promise clarity, the real impact may lie in how budgets are justified, priced and redistributed, say industry players
IPL 2026 - CTV’s premium reset: Why are advertisers still finding value
Platforms operating within CTV ecosystem say the format stands for a convergence between traditional storytelling and digital advertising; brands driving full-f...
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AI-assisted summary, reviewed by our newsroom
This cluster explores the evolving landscape of connected TV (CTV) advertising, highlighting the shift from experimentation to essential integration in media plans. It discusses the implications of unified measurement and the ongoing value perceived by advertisers in the CTV space, particularly in relation to major events like IPL 2026.
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