Archive · 12 Jan 2026
CTV Emerges as Advertising’s Prime Real Estate
Televisions have evolved from simple devices to smart, connected screens called Connected TVs (CTV).
In India, more people are using Smart TVs, which has changed how we watch content.
Advertisers are now focusing on CTV because it allows them to show ads in a way that feels natural and doesn't interrupt viewing.
This type of advertising, called OEM advertising, is built into the TV's system and appears when you turn it on.
It includes things like banners, screensavers, and free ad-supported TV channels.
This method helps brands get noticed without being annoying, making it a valuable tool in today's world where people's attention is divided among many devices.
Connected TV (CTV) has become the new norm in India, reshaping content consumption.
CTV advertising is interactive, measurable, and highly personalized compared to traditional TV ads.
OEM advertising is embedded in the Smart TV’s operating system, placing brands at the center of the user’s viewing journey.
First-impact attention is crucial, as users are focused and receptive when they turn on their TV.
CTV offers maximum visibility with minimal intrusion, making it a valuable advertising tool in today's fragmented attention landscape.
- Who
- Abhijeet Rajpurohit, COO and Co-Founder of CloudTV.
- What
- The transformation of televisions into intelligent, connected interfaces and the rise of CTV advertising.
- When
- The shift is ongoing, driven by the rapid adoption of Smart TVs in India.
- Where
- India, where Smart TVs are becoming the norm.
- Why
- To leverage the high-intent moment when users turn on their TVs, providing maximum visibility with minimal intrusion.
- CTV
- Connected TV, a platform for streaming content on internet-connected televisions.
- OEM Advertising
- Advertising embedded in the Smart TV’s operating system.
- FAST Channels
- Free Ad-Supported TV channels that offer free content with advertisements.
- Smart TV Adoption
- Rapid increase in the use of Smart TVs in India.
- First-Impact Attention
- The moment when users turn on their TV and are immediately exposed to advertisements.