As digital media consumption continues to explode, brands are moving beyond traditional formats and tapping into smarter, sharper ad experiences. Connected TV (CTV) and Over-The-Top (OTT) advertising are at the forefront of this evolution, offering marketers the chance to reach viewers in a more targeted and measurable way. Here’s why it matters now more than ever.
What Are CTV & OTT Advertising?
Connected TV (CTV) refers to televisions that are connected to the internet, allowing viewers to stream content from apps instead of traditional cable or DTH services. OTT (Over-the-Top) advertising refers to video content streamed over the internet, bypassing legacy distribution.
Popular OTT platforms in India include JioHotstar, SonyLIV, Zee5 and MX Player, all offering premium ad inventory with rich targeting potential.
Unlike traditional TV, CTV and OTT allow brands to serve ads to specific audience segments based on interests, location, device type and real-time behavior.
Why More Brands Are Switching to OTT & CTV
India’s OTT audience is projected to surpass 500 million by 2025. This massive shift in attention has made OTT a prime space for brands that want high visibility without broad, wasted impressions.
Key benefits include:
- – Smarter Targeting: Target audiences by demographics, viewing habits, interests and even device type.
- – Interactive Formats: Ads can be skippable, clickable or dynamically customized.
- – Better ROI Tracking: Real-time insights on impressions, views, completion rates and conversions.
Where Programmatic Comes In
With programmatic advertising, your OTT and CTV campaigns become even more efficient. Using data and automation, programmatic tools optimize where and when your ads appear, across multiple platforms, in real-time.
Trzy Next provides direct access to top-tier inventory on platforms like JioHotstar, SonyLIV, Zee5 and MX Player, ensuring seamless execution and maximum reach.
Crafting an Effective OTT/CTV Strategy
To get the most out of CTV and OTT campaigns:
- 1. Segment Your Audience: Don’t treat all viewers the same. Break down by region, interest, time of day or content preference.
- 2. Use Platform-Specific Creatives: A 6-second bumper ad on JioHotstar might perform differently than a 15-second interactive spot on SonyLIV.
- 3. Track & Optimize: Use performance data to refine targeting, creative and budget allocation.
- 4. Focus on Premium Placements: Quality over quantity. Ads on highly watched shows or sports events drive stronger recall and conversions.
Success Snapshot: How Brands Are Winning
Many FMCG, edtech and D2C brands in India are already seeing strong returns from programmatic OTT. For example, campaigns on JioHotstar during major cricket tournaments have delivered double-digit increases in brand recall and direct traffic.
The Future of Advertising Is Here
With consumer attention migrating to digital screens, CTV and OTT aren’t just emerging trends, they’re essential parts of a future-ready advertising strategy.
If you’re looking to elevate your brand’s digital footprint and connect with India’s growing online audience, Trzy Next offers the expertise, technology and direct access to help you lead in this space.
Let’s talk results. Get in touch today to plan your next high-impact OTT campaign.
1. What is CTV advertising?
Answer: CTV (Connected TV) advertising refers to delivering video ads to viewers who stream content through internet-connected TVs. This includes smart TVs and devices like Amazon Fire Stick, Apple TV and gaming consoles. CTV advertising allows brands to reach highly engaged, targeted audiences through premium streaming platforms.
2. What is the difference between CTV and OTT advertising?
Answer: OTT (Over-The-Top) advertising refers to ads served via internet-based video streaming services like JioHotstar, Zee5, SonyLIV or MX Player, on any device (mobile, desktop, tablet or TV).
CTV is a subset of OTT, specifically focused on ads delivered through internet-connected televisions.
In short:
- OTT = All devices (TV + mobile + desktop)
- CTV = Only connected TVs
3. Why is CTV and OTT advertising important for brands today?
Answer: With millions of viewers shifting from traditional TV to digital streaming, OTT and CTV advertising provide better audience targeting, real-time performance tracking and higher ROI. Brands can now reach viewers where they are most engaged, on-demand and on-screen.
4. Which OTT platforms does Trzy Next support for advertising?
Answer: Trzy Next provides direct access to premium OTT platforms including JioHotstar, SonyLIV, Zee5 and MX Player. We enable advertisers to run targeted, programmatic campaigns across these platforms with real-time analytics and performance insights.
5. What are the benefits of CTV advertising over traditional TV ads?
Answer: CTV ads offer several advantages over traditional TV commercials:\n- Precise audience targeting (age, location, interest)
- – Measurable results (views, clicks, conversions)
- – Lower ad wastage
- – Flexible budgets and formats
- – Premium inventory without needing high national TV spends
6. How does programmatic advertising work with OTT and CTV?
Answer: Programmatic advertising uses automated technology and data to buy and place OTT/CTV ads in real time. With Trzy Next, brands can access programmatic DSP tools that optimize ad delivery based on audience behavior, time and platform, maximizing both reach and relevance.
7. Is CTV advertising effective for Indian audiences?
Answer: Yes. India has over 500 million OTT viewers and a rapidly growing base of smart TV users. CTV advertising offers a direct path to reach affluent, urban audiences who consume content via connected TVs, especially during live sports, web series and reality shows.
8. What type of businesses can benefit from OTT and CTV ads?
Answer: Brands across industries can benefit, including:\n- FMCG & Consumer Goods
- – EdTech & E-learning Platforms
- – Automotive
- – E-commerce & D2C Brands
- – Real Estate & Finance
- – Events & Entertainment
Whether your goal is brand awareness or performance marketing, CTV and OTT campaigns can be tailored to fit.
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