Connected TV Industry Trends
The connected TV (CTV) landscape is evolving, with industry leaders discussing its future, measurement challenges, and the importance of context in advertising. Insights from key figures highlight the shift in consumer engagement and the need for innovative strategies in the CTV space.
CTV Measurement Challenges
Measurement remains a critical issue in the CTV space, impacting how advertisers gauge effectiveness.
Shift in Consumer Engagement
The industry is moving towards understanding consumer behavior beyond mere attention metrics.
Importance of Context
Contextual advertising is becoming essential as brands seek to enhance engagement in CTV.
Evolving CTV Landscape
CTV is transitioning from a linear TV extension to a standalone demand engine.
Industry Conferences Highlight Trends
Conferences like e4m Connected TV Conference are pivotal in shaping discussions around CTV's future.
As Connected TV scales beyond premium reach, advertisers are asking harder questions on frequency, transparency and business outcomes
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
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
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
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
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
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
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
The fourth edition of the conference is happening today in Mumbai
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, Ashwin Padmanabhan, COO, WPP Media, will share insights on the topic, 'The Budget Is Ready. But Where Do You Bet? A Leader's Unfiltered Take on CTV'
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’
The 4th edition of the conference is set to take place in Mumbai on June 11
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 Television in the Age of Fragmentation.’
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 and Infrastructure Limited's Sarthak Seth highlights that integrated OOH allows brands to leverage audience data, map traffic patterns, and retarget potential buyers more effectively
For the OOH advertising industry, India's infrastructure boom spanning metros, airports, and expressways represents a shift in how brands reach, engage, and hold the attention of consumers
Leaders at the e4m OOH Conference said localisation now goes beyond translation, focusing on consumer behaviour, dwell time and city nuances, with OOH aligning more closely with digital and commerce
Here are some special moments from e4m OOH Conference and Awards 2026
The brand won 8 metals with 4 golds and 4 silver metals across categories for its impactful work