Archive · 28 Sep 2025
Connected TV Ads: A New Frontier for Advertisers?
Imagine TV ads, but on your smart TV!
Advertisers are now putting lots of money into these ads, which are often more expensive than ads on Instagram or YouTube.
People are watching less traditional TV, so companies are trying to reach them on their smart TVs instead.
CTV ads are great for getting people to know a brand.
Right now, it's not easy for people to buy things directly from CTV ads, but companies like YouTube are working on making that happen.
They're adding ways to click on ads, like QR codes, and making ads that look like they belong on the big screen, like YouTube Shorts.
The number of smart TV homes is growing, meaning more people are watching, which could be good news for advertisers.
Advertisers are increasingly investing in connected TV (CTV) ads as traditional TV viewership declines.
CTV ad costs can be higher than social media, offering a premium ad experience.
YouTube is introducing new ad formats for CTV, aiming for better conversion rates.
CTV households in India grew significantly, while traditional TV ad revenue fell.
The challenge for CTV is to transform brand awareness campaigns into direct sales drivers.
- Who
- Advertisers, CTV platforms, and viewers
- What
- The evolution of advertising on connected TVs (CTVs), focusing on brand awareness and conversion.
- When
- Recent developments in 2024 and predictions through 2030
- Where
- India
- Why
- Advertisers are shifting to CTVs due to declining returns on social media and traditional TV viewership decline. The goal is to improve conversion rates on CTV ads.
Advertisers Seeking Engagement
Viewers and Ad Platforms
Conversion vs. Awareness
Advertisers Seeking Engagement
Advertisers aim to transform brand awareness on CTV into actionable outcomes, such as purchases and downloads.
Viewers and Ad Platforms
Consumers may be more receptive to ads on a bigger screen, but it is not always easy to measure conversion
- CTV Household Growth (2024)
- 30 million (up from 23 million the previous year)
- Predicted CTV Households (India, by 2030)
- 70+ million
- Decline in Traditional TV Ad Revenue (2024)
- 20% year-on-year
- GST Cut Impact
- Will likely encourage smart TV sales
- Mobile vs CTV Content Consumption
- Mobile dominates, with ~9% of YouTube time on CTV