CTV’s New Metrics: Measuring what matters in the Digital Age

The DIGIXX Summit and Awards 2025, under the theme ‘The Code to Tomorrow: Shaping the New Digital DNA’, explored the latest trends in digital marketing. Among the engaging sessions, a panel discussion on ‘Beyond Impressions: Measuring Engagement and ROI in CTV Advertising’ sparked insightful conversations about the evolving landscape of Connected TV (CTV) in India.

Panelists:

Session Chair: Naresh Gupta, Managing Partner, Bang in the Middle

Abhishek Ranjan, Digital Head, DS Spiceco, DS Group

Akhil Nair, Founder & CEO, Big Trunk Communications

Arun Kumar Raghav, Founder & CEO, BEglobal

Ashish Tewari, Chief Marketing Officer, Home Credit

Ganapathy Subramaniam, Chief Marketing Officer, LT Foods

Neha Rao, Vice President, Marketing, Bikaji Foods International

Commencing the discussions, Naresh Gupta noted, “We all consume television extensively, and traditionally, TV has been about reach, OTS (opportunity to see), and awareness. But today, we are discussing a shift. Has a new wave emerged in the CTV world? How does it impact brand marketers, and what new metrics are we measuring? Let’s hear from our panelists.”

Speaking about the growth of CTV, Abhishek Ranjan said, “CTV is absolutely growing, and from our perspective at Catch Masalas, we have been upscaling CTV campaigns over the last two years. It serves as an alternative to traditional TV because of its larger real estate and detailed metrics. Unlike conventional TV, where engagement levels remain unknown, CTV allows us to analyze viewer behavior at a granular level – such as how many people watched 60% or 100% of an ad. Moreover, interactive features like QR codes enable direct consumer actions, such as purchases or app installs. Today, 30% of our budget is allocated to CTV, and we aim to push it to 40-45% soon.”

Akhil Nair added here, “The connected TV ecosystem in India has grown significantly, with around 48-50 million users as of early 2025, compared to 230 million traditional TV households. We are witnessing a transition where non-smart TVs are becoming obsolete.”

Comparing CTV with traditional TV, Nair said, “CTV offers unparalleled advantages in personalized advertising. Unlike traditional TV, where the same ad reaches everyone, CTV allows targeted placements—showing a travel ad to one viewer, a fitness ad to another, and a food ad to someone else. With data-driven insights, brands can track consumer behavior across multiple touchpoints, making CTV an integrated and intelligent medium.”

Ashish Tewari noted, “Marketing principles remain consistent despite technological advancements. In finance, success is driven by measurable ROI and data analytics, positioning marketers as strategic drivers rather than mere spenders. Using CTV, finance brands can leverage targeted advertising for collections and demand generation. We can influence consumer behavior by strategically placing ads that create social pressure.”

At the same time, he said that it is crucial to balance data-driven marketing with long-term brand-building strategies, avoiding excessive reliance on short-term measurement.

From a food marketing perspective, Neha Rao said, “CTV enables us to build immersive brand experiences. Consumers no longer passively watch ads; they engage with them. Features like shoppable ads and real-time engagement tracking help brands like ours convert awareness into action seamlessly. For example, during festive seasons, we can drive product trials and sales with QR codes linked to e-commerce platforms, making CTV an essential part of our digital marketing mix.”

According to K Ganapathy Subramaniam, “There is a fundamental shift in how consumers engage with advertising. The interactive nature of CTV helps marketers measure ROI more effectively. Unlike linear TV, which relies on broad demographics, CTV provides first-party data that helps brands optimize their strategies. For instance, we can track a consumer’s journey from ad exposure to final purchase, refining our targeting and messaging accordingly.”

Arun Kumar Raghav said that CTV is changing the game by making advertising more accountable. “Traditional TV ads were a ‘spray and pray’ approach, but with CTV, we have precise data. The ability to measure completion rates, engagement levels, and conversions ensures that brands get better ROI. Moreover, the synergy between ad tech players, OTT platforms, and telecom providers enhances the targeting capabilities of CTV, making it an indispensable tool for digital marketers,” he added.

Summing up the discussions, Naresh Gupta noted, “CTV is not just an alternative to traditional TV – it is an evolution. The ability to personalize, measure, and optimize advertising is what makes it the future of digital engagement. As the ecosystem continues to grow, marketers must embrace data-driven strategies to maximize their ROI. The question is no longer whether brands should invest in CTV, but rather, how quickly they can adapt to leverage its full potential.”

The discussion provided a compelling look at how CTV is redefining the advertising landscape, proving that beyond impressions, engagement and ROI measurement are the new currencies of success in digital marketing.