CTV Revolution: Russhabh R Thakkar on unleashing engagement in 2024 and beyond

Russhabh R Thakkar, Founder and CEO of Frodoh World, shares his insights on navigating the dynamic realm of Connected TV (CTV) advertising. With the surge in CTV usage, particularly among Gen Z and Millennials, Thakkar emphasises the need for tailored content and strategic approaches to capture the attention of Indian audiences. As media planners seek to leverage the opportunities presented by this shift, Thakkar delves into the intricacies of CTV advertising strategies, addressing challenges, and highlighting key tactics to ensure campaigns resonate effectively.

With the surge in CTV usage especially among Gen Z and Millennials, what strategies do you believe media planners should prioritise in 2024 to leverage the opportunities presented by this shift? And how can media planners ensure that their campaigns effectively engage with the target audience?

In 2024, media planners in India must prioritise the surge in Connected TV (CTV) usage among Gen Z and Millennials by tailoring content and considering the nuances of the Indian audience. Focusing on context and content relevance when choosing CTV platforms and channels is crucial. Adopting a cross-screen targeting approach enhances ad recall, recognising that CTV isn’t just TV, but a vital part of every digital campaign, deserving equal value. Incorporating longer format videos on CTV for effective communication and subsequently retargeting action-oriented creatives on mobile devices ensures a comprehensive strategy. This approach, combining tailored content, cross-screen targeting, and recognising the unique strengths of CTV, will definitely maximise engagement and impact in their campaigns.

How can advertisers leverage the unique advantages offered by CTV, such as addressable media and immersive ad experiences, compared to traditional TV advertising?

With the shift from individual to family viewing, CTV engages to households rather than just devices. Longer video formats, seamlessly integrated into on-demand viewing habits, offer a relaxed and non-intrusive way to present ads. Addressable media takes this a step further, allowing advertisers to tailor the content for different viewers within a small geographic area, resulting in sharper targeting. Considering device value and size in targeting adds an extra layer of precision.

Moreover, the immersive nature of CTV ads is a game-changer. Smart TVs provide top-notch audio and video, creating a richer experience in the comfort of homes. This, combined with the relaxed setting, enhances the impact and recall of ads. The combination of addressable media and immersive experiences in CTV not only embraces the shift to communal viewing but also elevates engagement, making it a standout choice in the evolving Indian advertising landscape.

How do advancements in CTV analytics and measurement tools, including Attention measurement, influence media planners' decisions to invest in CTV advertising?

In India, the challenge in CTV advertising lies in the nascent state of measurement tools. However, there’s optimism as both Indian and global companies are expected to contribute to developing robust measurement systems. The dream of a unified measurement standard, shared by advertisers, agencies, and CTV platforms, is within reach. Once achieved, this unified approach will instill confidence and drive increased investments in CTV, unlocking its full potential in the Indian market.

Globally, CTV has witnessed significant growth, with advanced analytics, measurement tools, and attention metrics validating it as a prominent medium in digital advertising. As the industry matures, these tools have become essential. This global trajectory sets the stage for India to follow suit, showcasing the potential for CTV to become a strategic, data-driven choice for advertisers and agencies. The evolution of CTV measurement globally serves as an encouraging precedent, signaling a promising future for the medium in India.

Measurement and fragmentation are potential challenges in CTV placements. How do you suggest advertisers/ media planners address these challenges while ensuring effective ROI on their ad campaigns in the CTV space?

To address the fragmentation challenge in CTV advertising, a strategic approach is crucial. Collaborating with CTV platforms offering broad reach and diverse audience segments is foundational. However, the distinguishing factor lies in strategic decision-making. Utilising data-driven insights enables advertisers to understand viewer demographics better, optimising campaign strategies with precision. The key, though, is the careful selection of relevant content and context that resonates with specific target audiences, making the ad placement not just widespread but contextually meaningful. Strategic partnerships with content creators and CTV platforms further streamline ad placements. By collaborating closely with those who understand the pulse of their audience, advertisers can ensure that their brand message is not just present, but also impactful within the fragmented viewing experiences.

Now, addressing ROI becomes vital. While traditional measurement tools are evolving, proxy metrics such as a surge in brand searches, increased product movement off shelves, organic traffic spikes, or a rise in store walk-ins can serve as indicators of campaign success. These metrics, especially for offline impact, provide valuable insights until online measurement unification progresses.

Furthermore, CTV to mobile campaigns offers a tangible way to gauge effectiveness. Observing any shift in relevant audiences visiting the brand page, spending time, or transacting after exposure on CTV allows for constant optimizations. This iterative approach ensures that CTV campaigns are not just reaching diverse audiences but also making a measurable impact on brand engagement and, ultimately, ROI.

While we await unified measurement, think of TV as the storyteller, crafting brand tales that linger. Just like any masterpiece, the evolution of CTV measurement will take its time, shaping a future where performance aligns seamlessly with precision.