Connected TV

News and analysis on Connected TV advertising, OTT business models, streaming ad formats, and programmatic CTV across India and Southeast Asia.

CTV Advertising Measurement OTT Business
A person in a business suit struggles to push a vintage television set displaying a "DIGITAL" neon sign through a giant tablet screen displaying a modern analytics dashboard. This visual metaphor represents the friction of trying to force traditional TV advertising into a modern digital framework.
The Interactive Paradigm: Redefining Brand Engagement in the Connected TV Era
Connected TV Campaign Drives Strong Engagement for Thoughtworks, Delivering Significant Uplift in Clicks
From Myth to Reality: How 82°E Man is revolutionizing men’s skincare
How Karan Johar’s Tyaani Crafted a Heartfelt Social Media Campaign for Mother’s Day
How Farzi achieved the biggest India opening for a Prime Video original series   
How Gala’s #WhyJustCleanHome campaign encouraged citizens to make strides toward cleaning their surroundings
How MiQ helped MX Player drive better engagement and personalization in 2 weeks
How Supertails’ campaign ‘A rainbow logo won’t change that’ sparked retrospection in an unconventional way
HDFC #BounceBack campaign with Wobb pointers
Mother Dairy Forays Into Gaming With First Ever Augmented Reality Experience
Intel partners with Nukkad By STAGE to highlight the importance of AI Skills for students
How crypto brand Floki used a multi-format DOOH campaign to deliver 70M impressions in a month
SEAOIL leverages live traffic signals to tell drivers the duration to nearest fuel station using Programmatic DOOH
How CEAT’s Mother’s Day campaign #SheGoesTheExtraMile struck the emotional chord with viewers
How BIC Cello and Kavishala encouraged creative expression through the medium of stationery on Poetry Day
How PHD Media harnessed Pixis’ AI Infrastructure to optimize lead generation for Škoda Auto India
How WickedGüd’s #DontFoolForIt campaign garnered 2mn+ eyeballs through collaboration with 20+ brands
How Practically skyrocketed to 1.5mn installs with the ‘Scan Anything’ feature
How Pillsbury’s #ChristmasBakedEasy campaign by Django Digital X Schbang garnered a reach of over 307K eyeballs
How GoKwik’s #CelebrateD2C campaign garnered a reach of 53.6mn
FEATURED POSTS
How a newsroom is building AI-led information retrieval systems
Beyond Pinkwashing: How Brands Can Engage Women Authentically
CTV Is The Centerpiece of India’s TV Revolution in 2026
Celebratory Mobile Wallets & Fintech: Ads That Drive Transactions, Not Installs 
The Invisible Cost of Delayed Feedback in Brand and Digital Agencies (And How to Fix It)
Programmatic Advertising in India 2025: Building brand engagement through Real-Time Bidding
Quiet Influence – Why Visibility Alone Isn’t Enough in Public Relations
Creativity That Converts: Why Strategy-Led Execution Is the New Agency Superpower
Rethinking YouTube Advertising: Strategies for a Fragmented Digital Attention Economy
Connected TV is the new prime time  
Bridging the gender gap in India’s corporate landscape
Programmatic Buying is all about how we use data more efficiently to reach a target audience
Building a competitive edge by adapting to changing consumer preferences
Beyond the Business: Ratan Tata’s PR Influence
Crisis Communication in the digital era: Safeguarding brand reputation
The role of community building in modern marketing strategies
Google’s Decision to Retain Third-Party Cookies and Its Impact on the Industry
Influencer Marketing 2.0: Incorporating Interactive and Immersive Experiences for Enhanced Engagement
How brands acquire and increase user engagement through device-level app recommendation systems
Data Privacy and Marketing: Balancing Personalized Marketing with Consumer Privacy Concerns in the Digital Age