Interactive Avenues & Matterkind launch the “Connected TV Advertising Playbook”

Interactive Avenues and Matterkind launched ‘Decrypting the connected TV ecosystem in India‘ – a distinctive Connected TV (CTV) playbook for brands and agencies. The playbook aims to give marketers a comprehensive understanding of the CTV landscape, audience profile and consumption behaviors and an easy-to-use summary of CTV advertising.

As part of its vision to examine crucial aspects of the ecosystem, the playbook presents interesting findings based on a CTV Indian consumer study of over 2100 respondents across age groups, profiles and locations. The study provides interesting insights into current patterns and future trends:

  1. 37% of urban consumer households do not have a linear TV connection
  2. Co-viewing is becoming a phenomenon in India, with 71% of households having a shared TV
  3. CTV audiences are more likely to spend on discretionary products/services than other Internet users
  4. CTV audiences like to engage with relevant ads: 40% of CTV audiences remember ads seen while streaming

The Playbook can be downloaded from this link.

Amardeep Singh, CEO, Interactive Avenues – a Reprise Network companycontextualized the CTV opportunity, “U.S. streaming viewership surpassed cable TV for the first time in July 2022. If this cord-cutting trend is any indication, then brands and advertisers in India are poised for exciting times in terms of exploring new advertising avenues.Since these sought-after audiences cannot be reached through traditional linear television, CTV becomes an indispensable platform in the media mix to achieve maximum profitability I also believe that CTV has the potential to really democratize television advertising by allowing even low-budget advertisers to connect with television audiences.

The last two years have changed the way people watch television. With the wide choice and growing preference for streaming content, CTV has become a crucial media touchpoint for marketers and agency professionals. For the first time ever, brands have the ability to leverage the immersive, widescreen, multi-user experience of living room television with the high measurability of digital media. This playbook attempts to decode this exciting new opportunity for marketers and provide recommendations on how they can harness the full power of connected TV.

Commenting on the launch of the Playbook, Paras Mehta, Business Leader, Matterkind India said, “CTV’s adoption rate in the country is precisely where the breadth of opportunity for marketers lies. This playbook is a guide to what audiences are consuming and their view of content preferences and consumption. The information is fascinating for the Indian market as the consumer trends are proof that the preference for the platform will intensify in the future.

By 2025, CTV is expected to reach 40 million Indian households. In this rapidly changing landscape, publishers, marketers and media professionals are striving to take advantage of new era technologies to further measure and improve the effectiveness of CTV advertising. This should help make CTV an integral part of media plans going forward.

Read more news on (Internet Advertising India, Internet Advertising, Advertising India, Digital Advertising India, Media Advertising India)

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