Expert Tips
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What should advertisers expect from CTV beyond “Awareness”
Connected TV has long been seen as a brand channel in media plans. A campaign would play on the screen, completion rates would look good, and that wou ...
CTV vs Traditional TV Advertising: What Brands Need to Know?
"CTV is not a departure from television advertising. It's television advertising finally living up to its full potential." Television has always been ...
Common Mistakes Brands Make in CTV Advertising
01 Repurposing TV spots without rethinking the format Dropping a 30-second linear TV commercial onto a CTV platform and calling it done is a trap. CTV ...
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Regional Language Audiences Are India's Fastest-Growing Audience Nobody Is Planning For
Every media plan in India still starts the same way. Hindi general entertainment gets the lion's share of the budget, English content gets the halo po ...
5 Questions to ask your CTV vendor
The fastest way to judge a CTV vendor has nothing to do with the pitch deck. It's how long it takes them to answer a direct question. A vendor who kno ...
Why CTV Measurement Needs to Talk About Outcomes, Not Performance
Every conversation about Connected TV in India ends up at the same question. Did it work? Advertisers ask their agencies. Agencies ask their platforms ...