World Cup 2023: Notable shift in brand strategies towards connected TV for increased ROI. Brands are ready to improve their marketing mix in the run-up to the ICC Men’s Cricket World Cup 2023 with Connected TV (CTV) strategies.
Any TV set with an Internet connection that enables viewers to stream videos and music, as well as browse the Web, is referred to as a CTV. The competition will be held in India from October 5 to November 19.
To improve return on investment (RoI), advertisers are using data-driven precision and tailored messaging to target specific households.
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Industry experts report that brand spending on CTV has increased noticeably by up to 25% since the World Cup 2019 in terms of emphasis.
When it comes to brand adoption of CTV, Kumar distinguishes between two groups: those aiming to reach premium audiences and those looking for less expensive alternatives to traditional television advertising.
With numerous auto launches scheduled during the time, it is noteworthy that the banking and automotive sectors are paying close attention to CTV. On CTV, it is very appealing to be able to interact with viewers and directly engage them.
In India, there were 25 million households with CTV sets as of 2022. By 2025, this number is predicted to nearly double. Estimates from Statista show that between 2021 and 2022, CTV’s viewership increased by more than 30%.
