Not long ago, India’s digital ad boom revolved almost entirely around mobile screens. But viewing habits are shifting fast, and the living room is making a powerful comeback. Connected TV (CTV) has emerged as the next big play in programmatic advertising, combining the emotional pull of television with the targeting precision of digital.
At IAMAI’s CLICK 2025 in New Delhi, this shift took centre stage during the panel “CTV: The Next Big Play in India’s Programmatic Ad Boom.” Moderated by Russhabh R Thakkar, Founder and CEO of Frodoh, the discussion featured LV Krishnan– CEO, TAM Media, Rajiv Dubey– VP, Marketing Experience at Dabur India, Rajiv Rajagopal– Business Head, WPP Media and Aakash Gupta– VP, Product Monetization and Creators at JioStar. Together, they unpacked why CTV is booming, how brands can ride the wave, and what challenges need solving.
Thakkar set the tone with an observation that resonated throughout the session: “We’re witnessing a migration of eyeballs from the small screen to the big screen. The question is, are brands moving fast enough to meet consumers where they are?”
Krishnan backed this with hard numbers. “India already has over 50 million connected TV households, and we’re tracking that number to hit 80 million by 2027,” he said. “This is not a niche audience anymore. What makes CTV exciting is that it’s digital with a premium feel. Unlike mobile, where attention is scattered, the living room is a lean-back, shared space. People are watching with intent, and that makes engagement deeper.”
For legacy brands like Dabur, this change is transformative. Dubey explained, “On mobile, you fight for seconds. On smart TVs, you can earn minutes. That lets us tell richer stories. But you can’t just repurpose a vertical video. The living room is a family space, our messaging has to resonate with parents, grandparents and kids sitting together.”
The conversation then turned to measurement and ROI, critical for programmatic adoption. Rajagopal addressed it head-on, “Brands want accountability. They want to track, attribute and optimise. We’re building standardised CTV metrics so advertisers can compare performance across platforms. CTV should be an integral part of omnichannel plans, not a silo.”
Thakkar pressed the panel on monetisation and innovation, asking how platforms are enabling brands to go beyond just impressions. Gupta revealed where the industry is headed: “We’re seeing a surge in interactive and shoppable CTV ads. Imagine watching a cooking show and adding ingredients to your cart with a click on your remote. That’s the future, where entertainment and commerce converge seamlessly.”
But the panellists were candid about the hurdles too. Krishnan pointed out that fragmentation, across devices, OS ecosystems and apps, can make planning complex. Dubey flagged creative limitations: “A 6-second skippable ad designed for a thumb-stopping mobile feed doesn’t have the same impact on a 55-inch TV. Brands need to invest in formats that respect the viewing experience.”
Rajagopal added that budget planning needs rethinking: “For years, TV and digital sat in silos. CTV forces marketers to merge those strategies. It’s not replacing linear TV or mobile, it’s complementing them.”
Throughout the discussion, a common thread emerged, brands need to respect the living-room experience and move early. “Every new medium has teething issues,” Krishnan noted, “but early adopters will build brand recall before the space gets crowded.”
Dubey agreed: “If you respect the context of the living room, your message won’t just be seen, it’ll be remembered.” Gupta added a forward-looking perspective: “The future of advertising is immersive and measurable. CTV is just the beginning, the big screen will soon be where branding and commerce meet.”
As the session closed, Thakkar left the audience with a clear call to action: “Consumers have already shifted. Brands that follow them to the big screen, and design for it, won’t just advertise, they’ll own the living room.”
The consensus was unmistakable. CTV is no longer an experiment, it’s central to India’s programmatic future. Those who invest now, in creative, technology and measurement, will define the next decade of advertising.
