Copyright © HT Digital Streams Limit all rights reserved. Advertisers love linked TV, but do it hold them back? Soumya Gupta 7 min read 28 Sept 2025, 05:30 AM IT As the pursuit of eyeballs on social media becomes increasingly expensive and with gradually diminishing returns, advertisers gradually throw advertising money into linked TVs. (Istockphoto) Summary with more households cutting the cord and bringing home a smart TV, streaming apps, TV manufacturers and major technology fighting to get advertisers’ attention. But can a CTV become more than just an instrument of brand awareness? When was the last time your phone picked up to browse videos endlessly? Chances are it was only a few hours (or minutes) before you started reading this story. Advertisers pour more attention and money into vertical video than ever before, all in an effort to achieve the largest possible consumer base, while Indians are stuck to the infinite 30-second-video scroll. As the pursuit of eyeballs on social media becomes increasingly expensive and with gradually diminishing returns, advertisers gradually throw advertising fees into linked TVs. Although the cost of digital advertising stains can vary by an advertiser’s industry, size, reach and how much stock they generally buy, the cost of 10-20 seconds on linked TV can be just as much as the cost of an advertising place on Instagram, and many multiples higher than the ocean of display ads that lighten on the open internet. It is clear that CTV is premium and raises accordingly, but in post-pandemic years the cost of advertising on Instagram and YouTube in India grew by between 15-25% each year, after a surge in e-commerce and direct brands. CTV advertising offers several things that social media does not offer so easily – a chance to show on the big screen, a uniformly more profitable user base, and a greater chance of your advertisement with a little attention. YouTube uses the same set of tools to locate user data on its mobile and TV ads, as are competitive streaming and OTT platforms. But others who sell linked TV advertising – largely TV manufacturers – use a variety of instruments to harvest user data. This includes getting TV buyers to sign up by e -mail during the setup and collection of other data during the purchase of the TV set. In addition, leading advertising platforms such as Samsung ads also use Pixels -a piece of code embedded in their AD platform -which follows user data on the Internet, matches the user data collected from the CTV user and shows relevant ads. There is only one problem: It is difficult to do conversions on CTV advertising. CTV branding campaigns, such as Middel Rol Advertising on YouTube or OTT platforms and increasingly on free advertising support (FAST) TV content, are ideal for building brand awareness. But brand marketing campaigns are considered almost universal as a more amorphous marketing form and more difficult to measure, especially if your outcomes such as clicking on a brand’s website, download an app or watch a piece of content through another publisher. But the leaders in this new but rapidly growing advertising medium take note. Now they create more types of advertising stock designed for the bottom of the funnel. Management action is considering YouTube, which dominates content consumption on linked TVs in India. This month, YouTube introduced new types of stock for linked TV advertisements at its annual Brandcast event for advertisers. This includes shopping mastterbaids – at the top of a page – a lavish mastheads taking over a screen, and other types of purchased advertising places embedded in YouTube videos on CTV. Advertisers can also buy and target urban and rural audiences on CTV, an important addition as the festive season in. “I want to think this as a market creation phase,” Shubha Pai, head of brand solutions at Google India, said in an interview. ‘There is action of OEMs [original equipment manufacturers, or TV set makers] And we all have a long way to go. The total number of smart TVs is still growing largely for more wealthy and urban users, so there is a large hearing base that still needs to be unlocked. “Still, CTV is a tempting medium, as more homes cut and switch the cord. In addition, CTV publishers can have brands and agencies with a little urgent in 2024, linked TV houses, of the TV connection, of 23, the times, the times, the time -tv -Houses. Commerce and Industry (FICCI) and Consultant Firm EY. Linked TV, said in an interview that wealthy families in smaller cities are willing to invest in larger than average TVs of up to 65-75 inches. Channel in one that can drive the outcomes? YouTube also wants to make it easy with linked TVs. Viewers forgiving ads on the TV screen as on their phones. “Compared to Mobile, the look-out tariffs on slide ads are much higher on TV,” Frodoh’s Thakkar said. That behavior is withdrawn in the US as viewers. “In fact, he added, for some premium brands like Jeep and Lenskart, viewers are more willing to click on an advertisement and follow, even on connected TVs. YouTube’s Pai also cited Korean car manufacturer Kia as an example of a successful conversion of the tests on the platform, where viewers clicked on the big screen. If retail media, advertising on fast trade and e-commerce platforms in older forms of digital advertising, youtube is trying to overcome the gap between mobile and TV. Golden era of TV-Films. Buy.
Linked TV: Why advertisers jump – and what they can miss
