So far traditional TV was linear TV, but it is now being used for streaming, thus making it connected TV (CTV). Advertising-based video-on-demand (AVoD) platform is poised for growth. In India, OTT services are still testing waters. Just now it is paid AVoD, but soon there will be demand for free AVoD services.

CTV is being traded programmatically. Right now digital media is using programmatic. This will be extended to CTV ad inventory. CTV is the intersection of digital and linear. It allows the targeting of TV audiences with the same granularity as that of digital advertising. There is targeting of precise high value audiences, omnichannel planning and measurement.

The engagement of audience, with mobile screens is intimate. This elevated engagement can extend to TV screens.

Interactive CTV ads are not just for awareness building. They add new layers that support engagement and e-commerce. There could be interactive/actionable ads. There could be innovative and creative formats. This will facilitate conversions. There will be opportunities for sponsorship for the brands.