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Connected TV is changing the way consumers interact with TV ads’, say industry leaders, ET BrandEquity
CTV is bringing together fragmented OTT ecosystems and linear TV ecosystems on one platform, offering an unparalleled breadth of content. CTV also serves as a bridge between linear TV and digital advertising, providing innovative targeting capabilities, deeper insights into viewer behaviour, and new opportunities for brands to engage with audiences.
ETBrandEquity, in association with Samsung Ads, set out to learn more on how ‘Immersive CTV Environments Powering the Next Era of TV Advertising’.
The discussion featured industry leaders, including Dhruval Doshi, Head of Digital Marketing, Tata.ev; Showmik Choudhury, Vice President, IDFC Bank; Yatnesh Pandey, Vice President of Marketing, Greenply; Sandeep Walunj, Executive Director & Group Chief Marketing Officer, Motilal Oswal; Amruta Pawar, General Manager of Digital & Marketing Strategy, Hafele India; Paras Mehta, Business Head, IPG; Tanvi Amladi, Digital Precision Marketing Manager, Nivea; Tanushree Jain, Head of Digital Marketing, Polycab; Bhavin Desai, Deputy General Manager of Marketing, Volkswagen India; Ketaki Rampurkar, Senior Manager of Digital Marketing, Torrent Pharmaceuticals; and Prabhvir Sahmey, Senior Director of Ad Sales, Samsung Ads. The session was moderated by Anirban Roy Choudhury, Senior Associate Editor, ETBrandEquity.com.
Today, audiences are accustomed to seamlessly switching between streaming apps and linear TV. Marketers need the ability to target audiences in a way that is agnostic to the platform on which they consume content.
Amladi observed, “We view CTV as an extension of TV. The consumer is not looking at making choices but is fragmented across devices and platforms. The consumption is fluid.”
Walunj remarked, “CTV provides me with measurability and allows me to target specific audiences, making it an essential part of our marketing mix.”
While linear TV only allowed marketers to target audiences based on demographics and programs, CTV advertising considers viewing habits, demographics, and psychographics, empowering marketers to create contextual ads.
Mehta noted, “We created multiple audience cohorts, each requiring a specific communication strategy. This nuanced approach allows us to capture audience attention and foster engagement, as a generic message often fails to resonate with target audiences.”
Once the audience’s attention has been captured, the customer journey doesn’t end there. Unique ad formats on CTV enable marketers to funnel customers to a brand’s website or app, enabling them to continue their journey seamlessly.
For some brands, the targeting capabilities of CTV are crucial for passing regulatory scrutiny.
Rampurkar highlighted, “In the pharma industry, there are many regulatory boundaries. CTV plays a very important role in reaching specific audiences without overstepping these boundaries with tailored campaigns.”
Many CTV audiences are more aspirational in their lifestyle choices, as they are exposed to global content.
Doshi shared, “We’re positioning electric vehicles as a lifestyle choice, and CTV fits perfectly into this narrative. The alignment with consumer lifestyles enhances the effectiveness of our marketing efforts.”
CTV devices also provide rich data insights into audience consumption behaviour on the big screen that were previously unavailable.
Sahmey stated, “We are unlocking new data sets that reveal which type of shows people are watching on TV and which OTT platforms they prefer. Advertisers need to become more adept at leveraging these insights to refine their marketing strategies and enhance campaign effectiveness.”
This wealth of data on CTV devices allows marketers to make real-time adjustments to campaigns, optimising media performance and ensuring that messages reach the intended audiences. This dynamic approach sharply contrasts with linear TV advertising, where adjustments can be a time-consuming process that often comes too late to make a significant impact.
Pawar observed, “Through CTV devices, we discovered that decision-makers were watching content during unexpected hours. This insight allowed us to optimise our media plan for maximum impact.”
CTV allows brands to gauge peak viewing times for specific audience segments, significantly enhancing visibility and engagement for ads.
The flexibility of CTV enables brands to test various hypotheses, including different ad formats, creative messaging, and targeting strategies. This iterative process not only enhances campaign performance but also fosters innovation in marketing.
Pandey noted, “In discretionary categories, CTV provides a platform for brands to deliver informative content during key consumption moments. The focus has shifted to audience engagement, as CTV’s data-driven insights, combined with audience viewing habits, allow marketers to craft compelling narratives.”
Jain said, “As CTV becomes more mainstream in the next five years, marketers must leverage its unique targeting capabilities to ensure that CTV retains its advantage over linear TV.”
CTV fosters harmony between content consumption and advertising, leading to better engagement and brand perception. Ads delivered via CTV may create more value for audiences, as they are relevant and timely, enhancing the overall viewing experience.
Choudhury said, “Hyper-personalisation is crucial in financial services marketing. Reaching consumers with tailored financial advice at the right moment can significantly enhance ROI.”
Marketers must meet audiences where they are. By merging the impact of TV screens with the versatility of digital ad formats, CTV emerges as a powerful platform for both brand building and performance marketing, ensuring optimal marketing effectiveness.
- Published On Dec 2, 2024 at 07:21 PM IST
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