India is one of the fastest-growing CTV markets within APAC: Vikram Chande, Samsung Ads

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The General Manager and Sales Lead of Samsung Ads India shared different growth aspects of CTV in India, at exchange4media’s Connected TV Conference 2023

by


exchange4media Staff



Published
May 1, 2023 8:23 AM

 | 
4 min read

exchange4media’s Connected TV conference, held on April 28, witnessed industry leaders discuss the opportunities that CTV brings in for advertisers as well as the media enablers. One such invigorating session was by Vikram Chande, General Manager and Sales Lead, Samsung Ads India, who spoke on CTV’s growth in India.

He started the session by sharing how Samsung as a company was helping in bringing in this technology. “Samsung is the world’s largest technology company. What we bring together is the culmination of hardware, software and advertising. This is what we bring on the table as an OEM: varied experiences on a single screen. Referring to measurement, data, viewability, and a lot of things put together, when an OEM comes to the market with such level of insights things are unlocked in a different way.”

Chande also shared some insights and figures to support the growth of CTV and how advertisers could gain due to the changes in viewership pattern. “6.5M CTVs are available for advertising today. One of the fastest-growing CTV markets is India within the APAC and we are leading that charge. We are seeing many use cases of our advertisers when it comes to CTV advertising experiences. Our entire first-party data is powered by ACR (Automated-Content-Recognition). This is the most deterministic signal anyone can provide on viewership data. What we bring today is a new level of measurement, insights, and analysis through ACR. We are the biggest player of ACR in the world. Smart TV viewership in India is growing more than 100%. In India, Samsung TV has more than 100+ channels.”

“We just launched the entire ABP Group and the Zee Group on Samsung TV Plus, so anyone who has Samsung TV in your household gets a free service, which Samsung today promotes as Samsung TV Plus. In India, we started with a bunch of 40 channels a couple of years back. Today we are at 100+ channels and this is going to grow further. Samsung TV Plus is powering one of the biggest growing services.”

The viewership today has shifted from linear to streaming and streaming has become a new normal in some shape or form, he noted. “We consume streaming content knowingly and knowingly and streaming is going to be the new normal. “We are seeing a shift in the TV audience. Data is today showing that streaming is the new normal.”

“11% of the viewers are exclusively linear or TV audience and the rest of the views have switched to streaming – 89% of the viewers have moved to streaming. 62% of the entire universe is on AVOD, which is a phenomenal growth and SVOD is somewhere around 38%. There has been 13% AVOD growth and 6-7% growth in SVOD.”

People are embracing the change, he said. “TV has become a unifier which means that any content that is streaming can be watched on it. TVs have become the medium for streaming content across different formats – be it the internet, be it cord or the set-top box.”

Sharing more growth numbers, Chande explained, “Currently, we are standing at 6% of households, that are either penetrated by CTV but this number is growing. In the next 5 years, the numbers are set to grow phenomenally higher. So, when we look at it from an overall adoption perspective the trend of streaming and the adoption of smart TV, it is going to grow to a level where we are going to see a very big shift,” he added.

Chande further noted that there is going to be a battle of interfaces and easy enabling techniques. “73% of the devices run on native smart TV OS vs the dongle. Once you go smart TV you become less reliant on any external hardware to power your use case. This is predominantly going to be the war of operating systems going forward. With TVs going smart you no longer need a dependent device and 79% of the TV homes are added with discovery and recommendations. Content consumption is also going to change.”

Concluding the session, Chande said, “As advertisers and marketers I think we need data, and data will redefine our strategies, and definitely TV campaigns going forward will be much more data-driven.”


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