The festivities are back with a bang and with movement restrictions of the last two years eased out people are looking forward to celebrating together with families. Festive season and Connected TV (CTV) present interesting opportunities for brands to maximize engagement and brand impact. We know that as more eyeballs turn to CTV, it translates into an effective advertising channel for brands.

CTV, which was until recently seen as an alternative to linear TV, has now emerged from the shadows and cemented its place as a device of choice for Indian audiences to consume content.

We follow the trail of CTV viewership further into the country with our CTV 2.0 report that digs deeper into consumption habits across metros and non-metros in India. We evaluate and analyze the interactions with content formats on CTV as well as the impact of CTV advertising on purchase decisions.

Download our latest report where we unravel:

• Changing CTV consumption habits in India.
• CTV’s viewers in India and how they consume content.
• CTV’s impact on ad recall and purchase decisions.
• How leading brands in India leverage the CTV advertising opportunity.