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 r...
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.
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
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 and targeted advertising
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
As cross-screen metrics promise clarity, the real impact may lie in how budgets are justified, priced and redistributed, say industry players
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