Remember when watching TV meant planning your evening around a scheduled program? Those days are long gone. Television has undergone a dramatic transformation, shifting from a one-size-fits-all broadcast model to a personalized, on-demand experience.
Gone are the days when families would gather around a single television set at a fixed time to watch their favorite shows. Today, consumers are increasingly on-demand, interactive, and digital-first. They choose what, when, and where to watch content—whether on mobile phones, laptops, or Connected TV (CTV). With 600 million video users projected in India by 2025, brands can no longer afford to depend solely on traditional TV ads to reach their audience. Instead, they must adapt to CTV advertising, which offers a blend of TV’s storytelling power and digital advertising’s targeting precision. Reports suggest that CTV and OTT now reach 70% of India’s internet users—making it one of the most impactful digital advertising channels.
So, what makes CTV the future of digital advertising? Let’s break it down.
CTV vs Linear TV Advertising: A New Era of Targeting & Measurement
Traditional TV ads have always operated on a broad, generalized model of targeting. Brands purchase ad slots based on estimated viewership data, relying on age-old metrics like TRPs (Television Rating Points). The problem? No real way to track engagement, audience interest, or direct conversions. CTV, on the other hand, is completely redefining the ad experience by incorporating more refined targeting options, programmatic buying, and cross-device integration.
CTV allows advertisers to run smarter, data-driven campaigns that maximize engagement and return on ad spend (ROAS). Instead of placing a generic ad on a prime-time slot hoping that the right people are watching, brands can now target their exact audience based on behavioral data, viewing preferences, and past interactions.
TV Goes Programmatic: How AI is Powering CTV Advertising
Unlike traditional media buying, where advertisers negotiate fixed ad slots, CTV uses AI-driven automation to analyze data and adjust placements dynamically, ensuring that ads are shown to the most relevant users at the right time. In addition to this, the ability to track engagement and personalize ad experiences is what makes AI-driven CTV advertising a game-changer.
According to the Dentsu e4m Digital Report, shoppable CTV ads see 3-4X higher engagement than traditional video ads. This means that brands can:
> Showcase real-time product catalogs within CTV ads using dynamic product feeds.- > Enable instant purchases through QR codes or “Click-to-Buy” overlays.
- > Seamlessly transition viewers from CTV ads to mobile checkout pages to complete transactions.
For instance, imagine a luxury skincare brand running a CTV ad during a beauty tutorial. Instead of passively watching the ad, users can scan a QR code and purchase the featured product directly from their smartphones. This removes friction from the buying journey and drives higher conversions.
Performance-Driven CTV & Cross-Device Conversions
Modern consumers seamlessly switch between devices, making cross-device advertising essential for brands. A user might watch a CTV ad, research the product on mobile, and complete the purchase on desktop or an app. Brands using CTV + Mobile retargeting see 30% higher ROAS, highlighting the need for a unified ad experience. mDSP enables brands to retarget CTV viewers with personalized mobile ads, track multi-screen engagement, and ensure consistent messaging, leading to stronger brand recall and higher conversions.
For example, a travel brand running a CTV ad for flight discounts can later retarget the same viewers on mobile with a limited-time booking offer, driving action. This seamless cross-device strategy ensures brands stay connected with potential customers across multiple touchpoints, ultimately maximizing engagement and ROI.
mDSP CTV App Sync bridges the gap, turning CTV into a performance-driven growth channel by enabling advertisers to drive measurable action from CTV screens.
Start your CTV advertising today and drive growth across screens!
