One of the things that is central to the on-going ‘streaming wars’ is the battle of the TV interface. As TV gets smarter, with easier navigation, enhanced capabilities, Indian consumers will not only expect Smart TVs to provide access to great apps and content, but to also make them discoverable. This rapid shift to streaming has created an environment of complexity and fragmentation for advertisers. What once started as a single source of truth with traditional TV, has now become an ever expanding web of services, devices, mergers and ultimately, today’s complex ad ecosystem.
The explosive growth of Connected TV is now blurring the lines between traditional TV and digital video. TV’s core value proposition of connection, entertainment and engagement at scale remains but the advances in technology have opened up greater potential for relevant, targeted advertising by providing more data for audience insights and greater addressability. Couple this with a looming recession, subscription fatigue and the introduction of more ad-supported models and we’re likely to see the appeal for free ad-funded content only grow. In the US, free ad-supported Streaming TV (FAST) services are gaining ground and are likely to play a major role for both viewers and advertisers in the future.
In this session Prabhvir Sahmey, Senior Director Samsung Ads India will decode the CTV landscape, discuss the role of the OEM and provide the latest viewership insights to help you navigate the world of CTV
Speaker: PRABHVIR SAHMEY (Senior Director – Samsung Ads India)