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At the e4m CTV Conference, industry experts came together for a panel discussion on - Power Of Connection: Making CTV Advertising Work For Brands

by exchange4media Staff Published - May 1, 2023 11:53 AM | 5 min read

The first edition of the e4m CTV Conference kick-started on a high note, with the who's who of the industry in attendance. The first session of the conference delved into the topic of Power Of Connection: Making CTV Advertising Work For Brands. The session, chaired by Nikhil Kumar, Vice President - India, SEA & ME, mediasmart, comprised stalwarts like Anil Pandit, Senior VP - Precision - Digital Marketing, Publicis Media; Yatnesh Pandey, VP Marketing, Greenply; Karan Taurani, Senior VP, Elara Capital; Sujay Rachh, Chief Marketing Officer, Nuvama Group, and Siddharth Dabhade, Managing Director, MIQ.

They shared insights on how brands could leverage the power of this innovative technology and reach their target audience with precision, optimise strategies and overcome challenges, and be ahead of emerging trends to create engaging ads.

Asked how does one see the advertising landscape changing over the next decade, Pandit said, CTV, for sure, is here to exist and we are all seeing a lot of numbers on or around CTV. The growth of CTV ad spends is nearly 47 per cent, year on year, and is touted to become a $395-billion market by 2027. When we look at all these numbers, the watch time has gone up to nearly four hours. I think if the consumers are present on these devices, ad dollars have to follow. That's important. It starts with the consumer and ends with the consumer being targeted in the right way.

Pandey spoke on the future of television and how he sees the landscape changing, Never before has there been a time when you have so much content to watch and so many ways to reach the audience. So, I think, this CTV trend is here to stay. Especially the challenger brand or the hard marketing category like us. We are not the brand where you have to just watch and then you can take the click and action. This kind of new emerging media always helps us to reach our audience.

Dabhade added, At MIQ, we operate in over 30 countries and have a global view as well about this phenomenon. And we have a TV intelligence panel for all the countries we operate in, and its like a brand-specific intelligence hub as well. So, most of the brands when we look at where their audience is, in the last three years, we have seen the shift that earlier it was like 30 per cent on connected TV and 70 per cent on linear TV, and in three years' time, in most of the markets, it is now reversed. So the audience in all markets is changing and it is a basic human behaviour because of the convenience or the plethora of content coming there and the whole digital ecosystem has evolved. And in India, in particular, because our data rates are low, smart TVs are affordable as well. So, the whole ecosystem is in place. And hence, the numbers are quite big.

The way people wanted to see the content has also changed. Taurani opined on whether he feels that CTV is a space that requires media conversations, I think, generally, it does. There is a serious threat here that we see as far as time spent in consumption patterns is concerned. Firstly, I think, connected TV, affordability-wise, is no challenge. Second, in terms of picture quality, you have got 4K, which is far superior as compared to the normal TV that you would have. But there are two-three risks, I feel, in terms of connected TVs scaling up in India. One big challenge is around data. Wire broadband is something the penetration numbers are quite low in a country like India. So, you will have to mirror the broadband penetration numbers and then peg that to the smart TV growth numbers. Secondly, from the advertising standpoint, I believe definitely there is a huge opportunity for connected TV to gain share within the advertising universe but you have to really get good measurement systems in place.

Sharing the marketers view and agreeing with his co-panelists, Rachh said, Imagine a situation for marketers like us who want to drive our messaging to the affluent audience and want to reach out to a certain target audience. In fact, a lot of people say that the golden era was when you put everything on the TV and then you kind of wait and watch whether or not it is working for you. But I feel that the golden era is now because what happens is that now I can actually reach the relevant audience because my product is for a certain affluent audience and, therefore, for me, TV was always a challenge. Getting on to TV was always a question mark. But with the ability to reach out to the relevant audience, measurability coming in and content getting better and better for us as marketers, I don't think there is a better time to look at content-connected TV in the future.

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'The CTV trend is here to stay and ad dollars will follow' - Exchange4Media