In recent times, the landscape of home entertainment has undergone a transformative shift, propelled by the rise of Connected TVs (CTVs). This revolution, well-established in the West, is now gaining momentum in India, boasting 12-14 million monthly active CTV users. Projections indicate a substantial surge to 40 million users by 2025, signifying a remarkable adoption of CTVs in India.

Various factors contribute to this shift, including the affordability of entry-level CTVs. TV manufacturers now offer 32-inch Smart TVs starting at just Rs 9,500. If this trend persists, traditional television sets may soon be replaced by Smart TVs.

Improved infrastructure and cost-effective data services have led to widespread adoption of high-speed internet in India, making it one of the world’s most economical markets with internet costs as low as $0.09 (Rs 6.7) per GB. Additionally, digital content accessibility has increased, with Over-The-Top (OTT) platforms providing free ad-supported plans to cater to price-sensitive Indian consumers.

For premium audiences on CTVs, major OTT players like Disney+ Hotstar are enhancing engagement with innovative advertising solutions and precise targeting options. This includes long-form ad support for mid-rolls (up to 60 seconds), complemented by robust measurement solutions for continuous tracking of CTV campaigns.

While CTV advertising is on the rise, advertisers face challenges in accurately determining a campaign’s unique reach, especially on shared viewing platforms. Unlike mobile devices, CTV devices are often shared among household members, making native measurement solutions less accurate in reaching the intended target audience.

To address these challenges, Disney+ Hotstar has partnered with Kantar to develop a meticulous CTV measurement solution. By leveraging the Disney+ Hotstar and Kantar’s CTV Measurement Framework, advertisers can optimize campaign frequencies to maximize brand impact. The framework utilizes advanced modeling on Kantar’s 1 million+ panel to precisely measure the effectiveness and return on investment (ROI) of a CTV campaign.

Disney+ Hotstar stands out as the only OTT platform currently offering a CTV campaign measurement solution that accurately gauges campaign impact within the intended audiences.

Soumya Mohanty, Managing Director & Chief Client Officer- South Asia, Insights Division Kantar, emphasizes the significance of measuring campaign performance, especially in the context of the shift from mobile to connected TV. Kantar’s unique CTV Brand Lift approach provides insights into campaign performance and effective frequencies to enhance brand outcomes.

Mama Earth, in one of the first campaigns tested using this framework, witnessed outstanding results. Targeting premium audiences on Disney+ Hotstar, the campaign achieved a 9% increase in brand awareness and favorability and a 19% increase in purchase intent, reflecting positively in brand sales.

This growing confidence in CTV as a medium is evident in marketeers’ actions. Max Life Insurance, for instance, has launched an exclusive campaign featuring Boman Irani on Disney+ Hotstar CTV, setting new standards in the realm of digital advertising. Rahul Talwar, Chief Marketing Officer at Max Life Insurance, acknowledges the growing preference for OTT platforms, particularly CTV, as a dynamic medium for marketers to build awareness-to-engagement funnels. The exclusive association with Disney+ Hotstar CTV provides a platform to creatively engage with a wider, gender-balanced audience, conveying a positive and empowering message about financial empowerment for women.