Channelizing the power of Connected TV

Unlocking value from CTV advertising in India

TV commands over 40% share of India’s $10bn advertising market and is projected to grow at over 11% CAGR over the next 5 years. Changing TV viewing habits, increasing internet & smart TV penetration and access to a wide variety of content have brought Connected TV (CTV) to the forefront, bringing new capabilities for brands to target and reach TV audiences effectively.

Modern marketers are coupling the power of programmatic with data analytics to drive incremental reach and tailored messaging on TV while preserving privacy. We’ve put together this playbook to help brands and advertisers better understand and unlock value from CTV advertising in India. It includes insights from some of the pioneers of the Indian media and advertising industry. 


India is set to be the third largest TV advertising market in the world by 2024. CTV provides advertisers with an array of integration opportunities across the TV and digital ecosystems, allowing brands to connect with their audiences in a personalized way to drive impactful media outcomes.

Prasanth Kumar
, CEO - South Asia at GroupM


CTV households are expected to double over the next two years. CTV's success is based on three key factors: the seismic rise of digital brands, low data costs, and increasing smart TV penetration. CTV is uniquely positioned between large-format dominance and the power of digital measurement.

Rana Barua
, Group CEO - Havas Media Group, India

Here’s a quick look at what’s inside:

  • CTV ecosystem and opportunity for brands in India

  • Guide to plan, pilot and pivot your CTV advertising strategy
  • Success stories of brands driving big impact with CTV