As 5G adoption accelerates and AI technologies mature, Connected TV (CTV) is becoming a cornerstone of India’s brand strategy. Marketers are leveraging CTV’s reach, personalization, and data-driven insights to engage audiences more effectively. This shift signals a new era of advertising where digital innovation meets consumer-centric storytelling.
India’s advertising landscape is undergoing a transformation, with Connected TV (CTV) emerging as a central pillar in brand playbooks. The rapid scaling of 5G networks and the growing sophistication of AI-driven analytics are enabling marketers to deliver highly personalized, immersive campaigns directly to households.
CTV offers brands the ability to combine the impact of television with the precision of digital targeting, making it a powerful medium for storytelling. Industry leaders highlight that as consumers increasingly stream content, CTV provides unmatched opportunities for audience segmentation, interactive ads, and measurable outcomes.
Experts believe this evolution will redefine how brands connect with India’s diverse consumer base, ensuring advertising remains both relevant and engaging in a digital-first economy.
Key Highlights / Major Takeaways
5G expansion boosts streaming quality and accessibility
AI maturity enables smarter targeting and personalization
CTV blends TV’s scale with digital precision
Brands gain measurable ROI and interactive engagement tools
CTV poised to be a core channel in India’s brand strategies
Sources: Economic Times Brand Equity, Business Standard, Financial Express