Ahead of the festive season, connected TV (CTV) looks set to become a major disruptor with advertisers making big bets on the medium, shifting budgets away from linear TV. Industry experts reckon that brands are earmarking between 30% and 50% of their digital ad budgets on CTV, upping their investments by 30-35% over last year’s festive season.As per industry estimates, CTV advertising grew from Rs 450 crore in 2022 to Rs 1,500 crore in 2024. It is expected to reach Rs 3,500 crore in the next couple of years. CTV households have also grown to 50 million this year, up from 10 million around three years ago. With this growth trajectory, it is little wonder then that FMCG major Godrej Consumer allocates around 80-85% of its internet ad investments towards CTV. Parle Products too has reportedly redirected about 15-20% of its HD linear TV ad spends towards the medium. While the growth of CTV is a big reason for brands to spend on it, advertisers are also drawn towards its precision targeting, measurable ROI, and ability to capture younger, affluent, streaming-first audiences. (ICE NEW DELHI)

Fonte notizia: The Finanicial Express