Industry experts are closely monitoring the battle between mobile and connected TV (CTV) for advertising during this edition of the Indian Premier League (IPL). According to a recent mFilterIt report, CTV has seen a significant increase in advertising volume in the first half of the season compared to mobile platforms across various categories.
Srinivas Rao, chief investment officer at Wavemaker India, notes that advertisers are increasingly favoring CTV over mobile due to its larger screen impact and heightened engagement. This trend is reflected in the allocation of advertising budgets, with premium brands targeting metro and tier-one audiences opting for CTV.
Vaibhav Choudhari, vice president at Carat India, highlights the importance of a mixed advertising strategy, with brands allocating a portion of their budget to mobile for broad reach and the rest to CTV for targeting premium audiences. The choice of medium depends on factors such as product type, target audience, and distribution channels.
The growth of CTV is projected to continue, with GroupM India’s TYNY 2024 report forecasting a significant increase in connected television households. Advertisers are recognizing the potential of CTV to reach specific demographics and are adjusting their strategies accordingly.
While CTV offers advantages such as larger screens and co-viewing experiences, there are still challenges to overcome, such as measurement issues. However, industry experts are optimistic that these issues will be resolved as the medium continues to evolve.
As the IPL progresses, advertisers will continue to assess the effectiveness of both mobile and CTV advertising, adapting their strategies to maximize viewer attention and engagement.