The big screen is no longer passive. How to drive engagement on the big screen?

Television is no longer an idiot box. Gone are the days when it was just a passive medium for watching movies or shows — its new avatar, Connected TV, is smarter and sharper than ever. One of the most exciting aspects of CTV is the ability to create immersive storytelling experiences. Viewers are glued to their screens, actively engaging with content on the big screen. The accessibility of streaming on CTV allows viewers to customise their content consumption, making the most of personalised and on-demand viewing experiences. Live sports on CTV come with a larger-than-life experience and the convenience of a timeline feature wherein fans can rewind the live play and watch key moments again. The flexibility empowers viewers to watch the content they love, their way, strengthening the role of CTV devices as the central hub of home entertainment in affluent households. The surge of interest is catching the eye of advertisers, who recognise the immense potential to reach and engage with their target demographics with CTV ads. 

CTV’s interactive nature allows brands to create unique and memorable experiences that resonate with viewers, sparking conversations and driving brand loyalty. It's a far cry from television's ‘idiot box era’, where the lack of interactivity posed a significant challenge to advertisers, who sought to engage viewers and drive impact. Unlike traditional television, CTV is inherently interactive, allowing viewers to engage with content in real time, interact with ads, and even participate in live events.

From immersive storytelling experiences to live streaming high-decibel events and interactive ads, CTV has endless potential to drive engagement. By integrating second-screen interactions and gamification, advertisers can create compelling experiences that encourage active participation from viewers. With the ability to provide personalised content recommendations and collect real-time feedback, CTV offers a unique platform for advertisers to forge deeper connections with their audiences in the comfort of their living rooms.

The Magnite report, 'India Embraces the Streaming Era', reveals a striking trend: 59% of Indians who stream spend an average of 8 hours per week streaming content on CTV devices in their homes. The substantial time commitment offers advertisers a significant window of visibility and engagement to captivate their audiences. An EY-FICCI study adds weight to the importance of CTV advertising by highlighting that 63% of CTV users find CTV ads to be more personalised. The tailored approach resonates deeply with viewers, enhancing the effectiveness of advertising campaigns and fostering a stronger connection with the audience.

The CTV revolution will only go from strength to strength, encouraging advertisers in India to spend more on the medium. The EY-FICCI study projects a robust growth trajectory for the CTV advertising ecosystem, with a staggering 47% CAGR, hitting a substantial $395 million by 2027! The transformational shift towards more targeted and impactful advertising is evident across categories of brands and will be a prominent theme in 2024. 

With 200 Million Indians set to watch the TATA IPL 2024 on CTV, the league will mark the first peak in the growth trajectory of CTV ads this year. It’s the biggest cricket extravaganza on an even bigger screen — and JioCinema has several innovative ad formats to support advertisers in their quest to drive unparalleled success and impact for their brands and clients. The platform will offer brands access to over 100 cohorts, enabling precise targeting that aligns with specific campaign objectives.

Brands can achieve unmatched visibility and lasting recall through strategic ad placements. From pre and mid-roll ads to Branded Segments and tailored content, advertisers have varied options to captivate their desired audience effectively. Brands aiming to drive lower-funnel objectives like boosting sales can leverage features like CTV ads with CTAs, and the Second Screen Carousel Ads can prove highly effective. These ad formats seamlessly engage users and empower brands to drive conversions and increase sales.

The need among advertisers to captivate, engage, and drive meaningful connections with audiences has never been greater. The CTV revolution is here to stay, and brands are willing to embrace its potential and reap the rewards. After all, no one wants to be left behind with an idiot box.