Addressing the twin challenges of personalisation and addressable advertising in CTV
Though only in its second edition, DATAMATIXX Summit and Awards has become the ultimate platform for industry leaders, marketers, advertisers, and tech enthusiasts to gather, collaborate, and discover the cutting-edge developments that are shaping the digital ecosystem.
DATAMATIXX 2023, held in Mumbai on July 28, 2023, turned out to be a captivating experience, with an extensive range of topics covered, including data-driven marketing, advertising, digital, Connected TV (CTV), and much more. Distinguished speakers, industry pioneers, and subject matter experts shared their expertise through thought-provoking keynotes, panel discussions, and interactive workshops.
Personalisation and addressable advertising in CTV come with specific challenges that need to be tackled strategically. To understand the scenario, Adgully hosted a panel discussion on ‘Addressing the twin challenges of personalisation and addressable advertising in CTV’ at DATAMATIXX 2023. The session was powered by #ARM Worldwide and chaired by Siddharth Dabhade, Managing Director, MiQ Digital Commercial. The esteemed panelists included:
Ankit Desai, Head - Media, Digital Marketing and Brand PR (India & Global COE), Marico
Karan Anand, SVP - Strategy, Interactive Avenues
Suchi Jain, General Manager, Madison Digital
Sujay Ray, Head Digital & Media - Professional Products Division, Loreal
Siddhartha Dabhade commenced the session by sharing insights about the growing buzz around connected TV. He said, “We already have more than 35 million households who are connected and watch TV on the internet. Many more people on mobile are watching videos and have moved away from linear TV to some extent. The reach is much bigger than what we only see on connected TVs in terms of digital video branding addressable opportunities. Nine out of 10 TVs that are sold in India currently are all smart TV. Moreover, data costs in the country are also low. In a couple of years, we will have 100 million households that are watching their TV on the Internet and that could result in 300 million-plus people in India.”
Dabhade then went to ask the panellists whether CTV came into their planning right or whether the medium was not on their radar.
Ankit Desai responded by saying, “We are where the consumers are. To the extent to which consumers are using CTV, it is very much part of the plan and the opportunity is huge. Today, it operates in a niche area, but tomorrow it will operate in the mass field, and in both the cases, it will open up very interesting possibilities.”
Sujay Ray added here, “If the consumers are watching CTV, brands are very much there. We are in a very exciting phase, where what happened in 2010 with smartphones and in 2016 Jio happened; now, connected TV is happening and with the broadband connectivity in the next couple of years, things are going to be exciting for us as marketers.”
While stating that he was a court cutter and didn’t have any linear cable, Karan Anand said, “If you ask my mom, she’ll just tell you that she is watching one show or channel and that she doesn’t know if it is connected TV or not. For her, it’s just about the content. Marketers need to take note of where their audience is and what they are doing. We need a plan for that and not for the medium and not for the connected or not connected.”
“As agency partners, we would not want bifurcation ever to come because of the classic battle of TV versus Digital. For us, it is more about reaching out to the audience – whether they are sitting and watching through a connected TV, linear TV, or whichever model you can think of. That is more imperative for us to plan for,” remarked Suchi Jain.
These are edited excerpts. For the complete discussion, please watch:
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