April 26, 2024   |   Friday


In today's advertising arena, Connected TV (CTV) stands out as a game-changer, offering a level of reach and engagement that surpasses traditional television. As viewers increasingly turn to streaming platforms for their entertainment needs, CTV presents a prime opportunity for brands to connect with their target audiences in a more personalized and impactful manner. Creative content lies at the heart of successful CTV campaigns, demanding innovative approaches to captivate viewers and drive brand resonance. Moreover, maintaining consistency across various platforms, including CTV, mobile, and desktop, poses both challenges and benefits for brands striving to ensure cohesive brand representation. By integrating data-driven insights into CTV campaigns, brands can enhance targeting precision and effectiveness, optimizing their advertising strategies for maximum impact. Furthermore, embracing collaborative cultures within organizations facilitates the seamless execution of CTV campaigns, fostering effective communication and cross-functional synergy. In essence, CTV advertising represents not just an evolution but a revolution in how brands engage with audiences, offering unparalleled opportunities for creativity, personalization, and success.

Discussion Points

Defining CTV
  • Introduction to Connected TV (CTV) and its significance in modern advertising.
  • Discuss the expansive reach and engagement potential of CTV compared to traditional TV.
Creative Strategies in CTV
  • Delve into the pivotal role of creative content in driving successful CTV campaigns.
  • Highlight unique considerations and best practices for crafting compelling CTV advertisements.
Consistency Across Platforms
  • Explore the challenges and benefits of maintaining creative consistency across CTV, mobile, and desktop platforms.
  • Strategies for adapting content to each platform's characteristics while ensuring cohesive brand representation.
Successful CTV Campaigns
  • Showcase exemplary brands and their effective utilization of creative content in CTV campaigns.
  • Identify key success factors and learnings from standout CTV advertising endeavors.
Data Integration in CTV
  • Examine the integration of data into CTV campaigns for precise targeting and enhanced effectiveness.
  • Emphasize the role of data-driven insights in optimizing CTV advertising strategies.
Influencers and UGC in CTV
  • Discuss innovative approaches to incorporating social media, influencers, and user-generated content (UGC) in CTV campaigns.
  • Explore the potential impact of leveraging these elements for heightened engagement and brand resonance.
Maximizing Video Creative Impact
  • Highlight actionable strategies for maximizing the impact of video creative within the CTV landscape.
  • Address common challenges faced by brands and provide solutions for optimizing video content in CTV advertising.
Personalization in CTV
  • Explore the concept of personalization in CTV advertising, balancing individual viewer preferences with consistent brand messaging.
  • Discuss technologies and methodologies for tailoring content to enhance viewer engagement and retention.
Adaptability to Technological Changes
  • Analyze the evolving technological landscape of CTV advertising and strategies for brands to remain adaptable and innovative.
  • Discuss proactive measures for staying ahead of industry shifts and leveraging emerging technologies for competitive advantage.
Collaboration for CTV Success
  • Stress the importance of fostering a collaborative culture within organizations to align creative ideas with CTV advertising strategy.
  • Explore effective communication channels and cross-functional collaboration to streamline the execution of CTV campaigns and maximize success.


Aayush Arora

Paid and Owned Media Lead

Amruta Pawar

General manager - Marketing strategy & Digital marketing

Arti Saxena

Director and Head of Marketing, India

Krishal Mehta

DGM Marketing

Natasha Kapoor

Strategic Media Planning Lead APAC


Priyanka Bisen Shah

Head of Digital Marketing

Pedro M

VP, Strategic Accounts-APAC

Riddhi Pimputkar

Director, Enterprise Solutions-India

Sunita Mandal

Assistant VP- Digital Marketing

Sunil Nat

Head of Ecommerce & Digital Strategy

Tishya Relia

Digital and DTC Lead – Kérastase India

Toranj Mehta

Director Marketing