Episode 39: Navigating the Future of CTV in India
In this episode of the AdTech Heroes podcast, our host Dal Singh Gill alongside guest Vikram Chande, General Manager and Sales Lead for Samsung Ads India, delve into the burgeoning sector of Connected TV (CTV) in India. Chande, with a rich background marked by an affinity for numbers and an accidental yet successful foray 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. Chande 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.
The episode also highlights the role of key partners such as Magnite Publica and Amagi, and the transformation in TV advertising with new technologies enabling more targeted and effective programmatic advertising. The dialogue underscores the critical shift towards contextual advertising in the era of cookie demise, reflecting on how this shift impacts the strategy for CTV campaigns. The podcast provides a rich perspective on the dynamic landscape of CTV in India, reflecting on both the challenges and opportunities that lie ahead for advertisers and consumers alike.
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
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