Connected TV advertising places video ads within streaming services watched on internet-connected televisions — OTT platforms and free ad-supported channels. It delivers the impact of television advertising with digital audience targeting, frequency capping and measurable exposure.
Reach with a measurement problem worth solving
Streaming has become a serious reach channel in India as OTT viewing has grown and ad-supported tiers have expanded. The creative impact is closer to television than to a social feed — full screen, sound on, largely unskippable.
The honest caveat is measurement. Nobody clicks a television, so attribution is indirect: brand lift studies, incrementality testing, and correlation with search and direct traffic. Advertisers expecting last-click attribution will conclude it does nothing, which is a measurement failure rather than a channel failure.
Process
How we deliver it
Process flow for Streaming
01
Define the reach goal
Audience, geography and frequency target.
02
Select inventory
OTT platforms and audio, matched to the audience.
03
Adapt the creative
Full-screen, sound-on formats built for the medium.
04
Control frequency
Across platforms, so viewers are not saturated.
05
Measure lift
Brand studies and incrementality, not last-click.
Deliverables
What you receive
Platform and inventory plan with reach forecast
Creative specification and adaptation
Frequency management across platforms
Brand lift or incrementality measurement design
Reporting on reach, completion and measured lift
Engagement shape
Campaign-based with a meaningful minimum spend — below a certain scale, reach is too thin to measure lift reliably.
Stack decisions follow the problem. This is where we usually start, not a fixed menu.
Frequently asked
Questions we get about this
How do we know streaming ads worked?
Through brand lift studies, geographic holdout tests and correlation with branded search and direct traffic. It is genuinely less precise than search attribution. If a channel must prove itself on last-click, streaming is the wrong choice.
Is it affordable for a mid-sized business?
More than it once was, particularly with regional targeting on ad-supported tiers. It is still an awareness investment requiring patience, and we would not recommend it to a business that has not yet exhausted cheaper high-intent channels.
Talk it through before you commit
A discovery call is a working session on your constraint, not a sales pitch.
