According to a report by Ernst & Young, CTV is expected to reach more than 40 million households in India by 2025, up from seven million today.
The Trade Desk has collaborated with Samsung Ads, an advanced TV advertising solutions platform to further help Indian marketers reach millions of highly engaged Indian viewers on the open Internet. Through The Trade Desk’s platform, marketers will have access to Connected TV (CTV) inventory on Samsung Smart TV, offered through its free, ad-supported streaming service on demand (AVOD ), Samsung TV Plus. The collaboration will allow marketers to add Samsung CTV inventory to their programmatic media kit.
India is emerging as a leading programmatic market, with 74% of total digital ad sales expected to be programmatic by next year, said Prabhvir Sahmey, senior director India and Southeast Asia, Samsung Ads. “India is the first market where we are launching a first programmatic strategy. Our collaboration with The Trade Desk is essential to facilitate broad access to our inventory, providing brands with the ability to expand their reach in a high-end, brand-safe environment – the largest display in the house, ”said he added.
According to a report by Ernst & Young, CTV is expected to reach more than 40 million households in India by 2025, up from seven million today. For marketers, CTV represents an opportunity to apply data to what is often the most important segment of their advertising investment. Additionally, the collaboration will allow marketers to measure their ad campaigns in ways that are not possible with linear television. By applying the same level of data-driven information as they do with their digital advertising campaigns, marketers can seamlessly compare and measure advertising opportunities across all channels on the open Internet.
For Tejinder Gill, Managing Director of The Trade Desk India, Indian marketers are increasing their spending on digital advertising and are gradually shifting to programmatic advertising, which offers real-time measurement and better control of ad frequency. “CTV, which is rapidly gaining popularity with consumers, is one of the best platforms in India for programmatic advertising. Since CTV advertising does not rely on third-party cookies, marketers can also measure and compare the effectiveness of their CTV advertising with other channels on the open Internet. We will leverage our global expertise to launch CTV advertising on the open Internet in India, starting with our collaboration with Samsung Ads, ”he said.
Read also: Internet is the most consumed medium after television in rural India: report
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