Ep. 39: Navigating the Future of CTV in India

in this episode of the AdTech Heroes podcast, our host, Dal Gill, along with guest Vikram Chande, General Manager and Sales Lead for Samsung Ads India, explores the rapidly growing sector of Connected TV (CTV) in India.

Chande, who has a rich background marked by an affinity for numbers and an accidental yet successful entry into marketing, shares his comprehensive insights on the rise of CTV, driven by the pandemic-induced shift to streaming and rapid growth in smart TV sales.

The discussion traverses significant topics like the current trends and anticipated growth in CTV advertising, projecting a substantial increase in smart TV penetration over the next few years, bolstered by advancements in 5G and increased data availability.

Vikram emphasizes the evolving nature of CTV advertising from mainly upper-funnel branding to more performance-based approaches, touching on innovations like interactive, shoppable ads, and the importance of upskilling within the industry.

Key topics with timestamps

00:00 - Embracing Continual Learning

06:19 - India's CTV Revolution: Riding the Wave of Digital Transformation

08:10 - Influence of Content Consumption on TV Purchases

13:09 - The Influence of OTTs on TV Content Consumption

14:44 - CTV Revolution: Upgrading the AdTech Landscape

17:15 - CTV Evolution: Embracing Diversity and Programmatic Advancements

21:18 - Automation and effectiveness in TV advertising

25:06 - The Future of Measurement in CTV

27:57 - CTV Education and Upskilling: Navigating the Shift in Advertising Paradigms

31:43 - Unveiling Contextual CTV: Shaping the Future of Advertising