Comscore, a leader in media planning and evaluation, has announced a partnership with the Internet and Mobile Association of India (IAMAI) to conduct a detailed study on India’s Connected TV (CTV) landscape. This initiative comes as digital streaming and internet access continue to grow rapidly in India, positioning CTV as a significant player in the media ecosystem.
The upcoming study aims to provide valuable insights for brands, publishers, OTT platforms, agencies, and broadcasters, enabling them to make informed decisions and drive business growth. With IAMAI’s backing, the study is expected to reach a wider audience across India’s digital landscape.
Alejandro Fosk, EVP International at Comscore, remarked, “India is one of the most dynamic media markets globally, and Connected TV is a pivotal platform for content consumption and advertising. Our study will offer actionable insights for stakeholders to better understand the CTV ecosystem.”
Key focus areas of the CTV Study will include:
- Consumer Profile & Behavior: Analysis of how various demographics in India engage with CTV devices, including viewing habits and service preferences.
- Advertising Impact & Opportunities: Examination of consumer perceptions regarding CTV advertising, its influence on brand perception and purchasing decisions, along with insights into monetization strategies.
- Market Trends & Forecasts: Overview of CTV growth projections, emerging technologies, and evolving measurement strategies to enhance audience targeting and personalization.
IAMAI, representing a diverse membership across the media sector, will play a vital role in amplifying the study’s findings to key decision-makers in India’s digital ecosystem.
Vivek Malhotra, Chairman of IAMAI’s Digital Advertising Council said, “I am pleased that IAMAI is supporting Comscore in bringing these valuable insights to the forefront. The CTV landscape in India presents unique opportunities for growth and innovation, and we are proud to be involved in this study to help the industry navigate these opportunities.”
