Topic: How to Leverage The Power of Screen

The evolving advertising landscape has revolutionized the way we consume media considering the big shifts in TV viewing habits. In the highly competitive marketplace, it is a challenge for advertisers to understand how to maximize TV budgets and prepare for a larger addressable CTV universe. Marketers now have to think beyond cable and consider how incremental reach can help capture viewers across both cable, OTT, and CTV campaigns.

The media landscape is also set to be disrupted as CTV becomes a proven way to achieve results. Advertisers have started leveraging CTV across their daily plans to reach a wider section of the audience. Driven by Smart TV adoption, data penetration, and 5G rollout, Indians are now embracing streaming. AVOD and FAST services have gained prominence over the years, offering scheduled programming and on-demand content to viewers. With the rise of CTV, advertisers are gradually transitioning from piloting to utilizing CTV in holistic TV and digital strategies.

At the roundtable, experts will discuss the challenges that agencies and media owners are facing in their business, industry, and market. We will explore the evolving TV landscape, discuss the rise of ad-supported services, and provide use cases of how brands are leaning into the power of the screen to create deeper engagement with audiences.