EY-Parthenon to Detail CTV's Shift to Performance-Driven Advertising
Raghav Anand of EY-Parthenon will present at the e4m Connected TV Conference on June 11 in Mumbai. He will discuss how Connected TV (CTV) is transforming television into a performance-driven advertising platform. The session is titled 'The Living Room is Now a Performance Engine: Reinventing TV in the Age of CTV'.
Key Takeaways
- Raghav Anand, MD and Partner at EY-Parthenon, will speak at the e4m Connected TV Conference on June 11 in Mumbai.
- His session title is 'The Living Room is Now a Performance Engine: Reinventing TV in the Age of CTV.'
- The presentation will cover CTV's role in shifting television from a mass-reach medium to a measurable, performance-driven platform.
- Anand will share insights on opportunities, challenges, and future trends in the CTV ecosystem for marketers and advertisers.
Why It Matters
The focus on CTV as a performance engine signals a maturing ad market where TV budgets increasingly flow to measurable digital channels. This shift impacts media buyers and ad tech providers as they adapt to new targeting and attribution models that prioritize outcomes over impressions. What to watch is how quickly these performance-driven CTV strategies yield demonstrable ROI and influence broader advertising spend allocation across traditional and digital video platforms.
Additional Context
India's CTV landscape is rapidly evolving, with ad spending tripling from ₹450 crore in 2022 to ₹1,500 crore in 2024, projected to hit ₹2,300 crore to ₹3,000 crore by the end of 2025 with 40% annual growth (Financial Express, May 2025; Pitch, April 2026). Over 68 million CTV households were active in India in 2025, with 40 million weekly active users, leading to ad revenues of ₹9,900 crore—a 42% increase from the previous year (FICCI-EY Report, March 2026). This growth is driven by increasing smart TV adoption, affordable broadband, and a shift towards digital-only users, with 23% of Indians now consuming internet-delivered content without watching linear TV (MDSP, January 2026). Policybazaar notably shifted a significant portion of its TV budget to CTV, leveraging platforms like Samsung Ads to target specific, high-intent audiences and improve media efficiency (ETBrandEquity, June 2026). While CTV offers benefits like 90%+ video completion rates and 20-30% lower cost per completed view than mobile/desktop, challenges remain in fragmentation and measurement accuracy. Duplication rates can range from 20-40% across platforms, leading to concerns about inefficient frequency management as the same user is often counted multiple times (Pitch, April 2026). However, the market is moving towards optimization, with a focus on audience-first strategies and improved interoperability for better accountability in the fragmented ecosystem (Pitch, April 2026).
Read full article at exchange4media.com