As viewers move seamlessly across TV, OTT and digital platforms, advertisers are shifting from screen-based planning to unified audience strategies
Industry Trend
Connected TV Industry Insights
The articles explore the evolving landscape of Connected TV (CTV), highlighting the need for advertisers to adapt their strategies, the significance of measurement, and the industry's shift towards a demand-driven model. Key insights from industry leaders emphasize the importance of memory structures and the rejection...
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39 articles in this topic
Shift in CTV Strategy
Breaking the screen silos: Why advertisers must rethink media planning
Key Insights
5 Insights
Shift in CTV Strategy
Advertisers are rethinking their media planning strategies to adapt to the unique demands of Connected TV.
Importance of Measurement
Measurement remains a critical gap in the integration of CTV into mainstream media plans.
CTV as a Demand Engine
The perception of CTV is shifting from being an extension of linear TV to a standalone demand engine.
Rejection of 'TV is Dead' Narrative
Industry leaders are pushing back against the narrative that traditional television is declining.
Focus on Memory Structures
Building memory structures is becoming a focal point for maximizing the impact of CTV advertising.
Frequently Asked Questions
5 Q&A
Advertisers are increasingly focusing on adapting their strategies to the unique demands of Connected TV.
Measurement is crucial for integrating CTV into mainstream media plans and ensuring effective advertising.
CTV is shifting from being seen as an extension of linear TV to being recognized as a demand engine.
Many industry leaders reject the narrative that traditional television is dead, emphasizing its continued relevance.
Building memory structures is essential for maximizing the effectiveness of CTV advertising campaigns.
Latest Articles in This Topic
39 Articles
Breaking the screen silos: Why advertisers must rethink media planning
Can television ever have a single currency again?
Marketers and brand leaders are unanimous that TV measurement needs to go beyond traditional reach, frequency metrics by combining cross-media audience measurem...
CTV moves into mainstream media plans, but measurement remains the missing link
As Connected TV scales beyond premium reach, advertisers are asking harder questions on frequency, transparency and business outcomes
TV still delivers the most immersive viewing experience: Samsung Ads’ Nishit Kanchan
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 p...
Industry entering a new phase where attention alone is no longer enough: Mayura Nayak
At e4m Connected TV Conference 2026, Huella Co-Founder Mayura Nayak outlined how changing viewing habits, second-screen behaviour and interactive formats are pu...
All eyes, but where’s the impact? CTV faces its test
CTV is a strong attention driver, but marketers question its ability to deliver measurable business outcomes as gaps in attribution and execution persist, leavi...
Why CTV’s real power lies in building memory structures
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 translat...
We should really stop treating CTV like digital media: Ashwin Padmanabhan
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 dif...
CTV is no longer linear TV’s extension. It is a demand engine: Lalatendu Das
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
The living room is the new performance engine: EY’s Raghav Anand on India's CTV horizon
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...
Happening Today! Trends, growth & future of CTV in focus at e4m Connected TV Conference
The fourth edition of the conference is happening today in Mumbai
CTV & Quick Commerce: Lalatendu Panda to share insights at e4m Connected TV Conference
During a fireside chat, Lalatendu Panda, Senior VP and Business Head, Quick Commerce, Reliance Retail will share latest trends, growing convergence of CTV & qui...
WPP Media’s Ashwin Padmanabhan to share key insights at e4m Connected TV Conference
At the fourth edition of the conference, Ashwin Padmanabhan, COO, WPP Media, will share insights on the topic, 'The Budget Is Ready. But Where Do You Bet? A Lea...
AMFI CEO VN Chalasani to be keynote speaker at e4m Connected TV Conference
VN Chalasani will share key insights on the topic ‘The CEO Talk: Winning in Bharat: What It Really Takes to Build for India Beyond the Metros’
Industry leaders to decode the next phase of CTV at e4m Connected TV Conference
The 4th edition of the conference is set to take place in Mumbai on June 11
Television will grow more than ever before: Industry leaders reject ‘TV Is Dead’ narrative
The future of television came under sharp focus at GoaFest during a high-energy panel discussion titled ‘TV Is Dead. Long Live TV. Resetting the Role of Televis...
Branding on the move: Manjari Upadhye on why context is the new currency in automotive OOH
At the e4m OOH Conference 2026, Mahindra and Mahindra's CMO for Auto, Manjari Upadhye, explained why presence without relevance leads to empty impressions
Tata Realty’s Sarthak Seth on how real estate is turning OOH into storytelling
Tata Realty and Infrastructure Limited's Sarthak Seth highlights that integrated OOH allows brands to leverage audience data, map traffic patterns, and retarget...
Infra-led OOH pushes brands beyond visibility to attention & precision
For the OOH advertising industry, India's infrastructure boom spanning metros, airports, and expressways represents a shift in how brands reach, engage, and hol...
OOH buying evolves as brands move beyond language-led localisation
Leaders at the e4m OOH Conference said localisation now goes beyond translation, focusing on consumer behaviour, dwell time and city nuances, with OOH aligning...
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AI-assisted summary, reviewed by our newsroom
The articles explore the evolving landscape of Connected TV (CTV), highlighting the need for advertisers to adapt their strategies, the significance of measurement, and the industry's shift towards a demand-driven model. Key insights from industry leaders emphasize the importance of memory structures and the rejection of the 'TV is dead' narrative.