Marketers and brand leaders are unanimous that TV measurement needs to go beyond traditional reach, frequency metrics by combining cross-media audience measurem...
Industry Trend
Connected TV Industry Trends
The Connected TV (CTV) landscape is evolving, with industry leaders discussing its future, measurement challenges, and the shift from linear TV. Insights from key figures highlight the importance of memory structures and context in advertising, as well as the growing significance of CTV in mainstream media.
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CTV Measurement Challenges
Can television ever have a single currency again?
Key Insights
5 Insights
CTV Measurement Challenges
The industry is grappling with measurement issues that hinder the full potential of CTV in advertising.
Shift from Linear TV
CTV is increasingly seen as a demand engine, moving away from being merely an extension of linear TV.
Importance of Memory Structures
Building memory structures is crucial for maximizing the impact of CTV advertising.
Context as Currency
Contextual relevance is becoming a key factor in automotive out-of-home advertising strategies.
Industry Leaders Reject 'TV Is Dead'
Prominent figures in the industry assert that television will continue to grow, countering the narrative that it is dying.
Frequently Asked Questions
5 Q&A
Measurement issues and the need for contextual relevance in advertising are significant challenges.
CTV is evolving into a demand engine rather than just an extension of linear TV, focusing on immersive experiences.
Notable speakers include Nishit Kanchan, Mayura Nayak, and VN Chalasani.
Key trends include the importance of memory structures and the shift towards context-driven advertising.
Industry leaders are rejecting the notion that television is dead, asserting its growth potential.
Latest Articles in This Topic
38 Articles
Can television ever have a single currency again?
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...
e4m OOH Conference and Neons OOH Awards 2026: The Day in Pictures
Here are some special moments from e4m OOH Conference and Awards 2026
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AI-assisted summary, reviewed by our newsroom
The Connected TV (CTV) landscape is evolving, with industry leaders discussing its future, measurement challenges, and the shift from linear TV. Insights from key figures highlight the importance of memory structures and context in advertising, as well as the growing significance of CTV in mainstream media.