A panel consisting of Jio Ads CEO Gulshan Verma; Prabhvir Sahmey, Senior Director, Advertising Sales, Samsung Ads India. Dhruv Dhawan, Head of Advertising, Disney + Hotstar, and Rahul Ralhan, VP of Marketing, Housing.Com, discuss the impact of connected TV (CTV) on performance marketing, its impact on major sporting events, and We investigated the possibilities of interactive advertising. IAMAI (Internet Mobile Association of India) India Digital Summit is currently being held in Mumbai.
The session was moderated by Arnab Mitra, CEO and Founder of DigiBoxx and Liqvd Asia.
Leverage CTV for measurement and innovation
Dhawan said his brand's goal is to develop a deep understanding of storytelling, content and consumer behavior over the next few years.
To further strengthen this adoption and appeal to the CTV ecosystem, Dhawan said: “As consumers move from traditional to digital and now CTV, we will closely monitor their changing habits. We are focused on developing a CTV platform for measurement and innovation. We aim to analyze data from millions of households to provide insights into awareness, consideration and purchase intent, uniquely addressing campaign effectiveness. Innovatively, the app When you open the app, it's rolling out powerful billboard assets that take inspiration from successful models like Hulu's pause ads. Even though it's still in its early stages, the influence of CTV is unmistakable. And its influence will continue to grow.”
Adopting interactive ad formats on CTV takes time
Sahmey discussed the historical advancements in digital advertising and highlighted the unique interruption dynamics of television compared to other devices.
“The move to interactive formats, such as shoppable ads and cross-device integration, creates challenges in educating users about these cutting-edge innovations.While younger audiences may be more receptive to interactive ads, It will take time for widespread adoption,” Sami predicted.
CTV is a knockout for marketers during IPL
Sami also reflected on the agency's experience with advertising during major events like the Indian Premier League, highlighting the importance of adapting strategies to take advantage of format diversity and audience engagement metrics. .
Sami advised that “marketers need to embrace innovation and adaptation as advertising strategies continue to evolve as consumer preferences change.”
Mr. Gulshan discussed the great strides made by leveraging platforms such as IPL to expand reach, with the goal of connecting with over 600 million viewers and bringing about pivotal changes in the marketing landscape. I emphasized.
He said, highlighting innovations over the past year, including multilingual support and interactive features like dugout views. Local targeting. We need to envision a future where advertising goes beyond mere promotion and enables seamless user actions and immersive experiences on CTV platforms. Reflecting the evolving media landscape, marketers are exploring the possibility of integrating gaming, shopping, and interactive content into the broadcast TV experience, presenting a multifaceted approach to advertising that goes beyond traditional methods. is needed. ”
Reflecting on the platform's growth trajectory from the previous year to date, Dhawan highlighted the surge in viewership during high-profile events like the ICC World Cup.
He added, “With the growth in viewership, especially among women, and the integration of diverse entertainment products, maintaining user engagement beyond sports has become extremely important. When planning your advertising, the key should be to align your objectives with your target audience and budget considerations.”
Dhawan also emphasized the importance of understanding a brand's purpose and target audience when developing a marketing strategy, noting that cricket remains a strong driver of brand awareness in India. But he cautioned that the high barriers to entry of high-profile events like the World Cup don't necessarily translate into proportional recognition for brands with limited budgets.
“Marketers should advocate for a nuanced approach and consider alternatives such as interactive series and entertainment content, especially on high-engagement CTV platforms. Additionally, conduct thorough research and consider goals and usage. Align available opportunities and consider alternatives within the same platform to maximize visibility and influence,” Dhawan advised.
Is CTV the Ollie of Bollywood in digital marketing?
Sahmey said that just as mobile once dominated the digital realm, today CTV seems to be a trend that all marketers are embracing.
“It's often said that 'revenue solves all problems', but we are currently witnessing a huge shift from TV to digital, with 60,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,0000000000000 type type type type size. “Once it reaches 100%, CTV will truly solidify its place as a cornerstone of digital. Until then, the debate will continue as to whether it is legitimate in digital marketing,” he said.
Drawing the future of experiential marketing in the CTV era
As the panel came to a close, it became clear that the future of marketing extends far beyond digital platforms.
Ralhan highlighted experiential marketing and the importance of creating immersive brand experiences across various touchpoints.
“We are moving away from focusing solely on fundraising and returning to an emphasis on experiential marketing. This includes in-home experiences, radio, and audio advertising. For me, digital is about scalability. It's just a tool that can do two important things: and personalization. It allows you to create assets at scale and customize them to your personal tastes. Whether it's a radio or an outdoor screen. , a digitally-enabled store, what really matters is the experience. As digital platforms evolve, the fundamental principle of providing the right offer at the right time in the right format remains the same.”
“As technology advances, we are seeing expanded opportunities for personalization across a variety of devices, including connected TVs and linear addressable TVs. Importantly, we are leveraging data analytics and customer relationship management to improve marketing efforts. In the end, what matters is not whether it is effective, but the effectiveness of the results, not whether it is digital or not,” Ralhan added.
Sahmey believed that true success comes from creating value for all partners involved, from advertisers to content providers to end users.
“When everyone recognizes and appreciates the value, that’s when our efforts truly gain momentum. Marketing and advertising are just a small part of what today’s CMOs do. We are riding this wave, but the real test will be when our strategy is tested in the real world. I will come when I can,” Sami said.
In conclusion, Verma argued that we have likely crossed a tipping point in the evolution of the connected household. “The number of connected households this year is currently at 30 million to 35 million, and is expected to increase to 100 million by next year. This growth reflects the increasing sophistication of home entertainment systems,” he said. , driven by the expansion of broadband connectivity and set-top box distribution. Interactivity plays a pivotal role in shaping consumer behavior, leading to a vision of television evolving into a smarter medium. Although there are challenges, the groundwork we have put in place now allows us to take advantage of these opportunities more effectively and affordably.”
