Mumbai: The second edition of the Indian Brand Summit 2024, held in Mumbai, witnessed insightful discussions on how addressable advertising is transforming personalised marketing, the role of data in driving success, and the evolving landscape of OTT platforms and sports marketing. The event also explored the complexities of CTV and highlighted the rise of local brands to national prominence.
One of the key sessions, titled "Unravelling the CTV Puzzle," explored the rapid transformation of content consumption and the rise of connected TV (CTV). Chaired by Indian Television.com group founder, chairman & editor-in-chief Anil NM Wanvari, the panel featured Sujay Ray, L’Oréal India's head - digital & media professional products division, Ashutosh Sinha, NDTV's VP - distribution, and Nitin Burman, aha's head - revenue and monetisation.
Sujay Ray spoke about the significant technological shift over the last few years, marked by two waves—pre and post Jio, and pre and post COVID. “The first wave saw consumption move from linear and analog formats to digital,” Ray explained. The second wave further emphasized personalized content consumption, starting on smaller screens and gradually moving to larger ones. Ray added that legacy platforms have adapted to these changes, becoming more consumer-centric: “Legacy platforms have pivoted themselves, remaining cognizant of consumers’ evolving choices.”
Nitin Burman highlighted how affordability and accessibility have driven CTV adoption, with smart TVs becoming more affordable, now available for as low as ₹7,000. He noted that this shift has made CTVs more accessible to both urban and rural markets. “People are switching from handheld devices to bigger connected TV screens for a more immersive experience,” Burman said, adding that this has led to higher revenue for platforms as audiences are willing to pay for better content and viewing experiences.
Ashutosh Sinha pointed out how connected TV offers new opportunities to reach audiences and make previously unavailable content accessible. “Connected TV allows us to offer content that wasn’t available in traditional formats, expanding our reach to new audiences,” he remarked.
The session shed light on how CTV is reshaping the media landscape, driven by technological advancements, shifting consumer preferences, and increasing affordability. As content consumption continues to evolve, connected TV is positioned to play a central role in the future of media.
