MUMBAI: Is your ad budget ready for the CTV revolution?

Connected TV (CTV) is not just the future—it’s the now of advertising. With global CTV ad spending reaching a jaw-dropping $1.6 billion, brands are tuning in to the platform’s unparalleled ability to engage audiences. In southeast Asia, where digital adoption often outruns the global pace, CTV is rewriting the advertising rulebook, making ads smarter, sharper, and more effective.

But here’s the question: Are brands leveraging its full potential, or are they still stuck in the ad-tech past?

Let’s be honest—nobody likes juggling multiple dashboards. Unified CTV platforms are solving this age-old problem by offering one dashboard to rule them all. Brands can now manage campaigns across apps, FAST channels, streaming devices, and OEMs in one place. Imagine reaching diverse audiences seamlessly without breaking a sweat.

Isn’t it time advertisers swapped chaos for convenience?

Programmatic CTV integration is the superhero we didn’t know we needed. By targeting audiences based on device type, resolution, geography, and even interests, advertisers can tailor their campaigns to perfection. Real-time adjustments mean your ad isn’t just out there; it’s out there for the right person at the right time. And the cherry on top? You’re focusing your budget on high-performing inventory, maximising reach while keeping costs in check.

Pro tip: Ads don’t need to scream; they need to resonate. Are yours doing that?

In southeast Asia, the demand for premium ad spaces is skyrocketing. Why? High-quality, unskippable ads on trusted platforms elevate a brand’s persona. They’re not just grabbing attention; they’re holding it. Think of it as the difference between shouting into a void and having a meaningful conversation.

Fun fact: Ads in premium spaces make consumers linger longer and trust deeper. Isn’t that what every brand wants?

Short-form videos are no longer a trend; they’re the backbone of modern advertising. With an annual growth rate of 10.04 per cent and a projected market volume of $145.8 billion by 2028, these snackable formats are the ultimate attention grabbers. Perfectly suited for CTV, they allow brands to make a quick, emotional connection.

When was the last time you watched a long-form ad and didn’t hit skip?

Here’s where it gets exciting. Advertisers are moving beyond old-school metrics like viewability and focusing on customer lifetime value (CLTV), purchase intent, and brand loyalty. It’s not just about being seen—it’s about being remembered. By leveraging data insights, brands can craft ads that genuinely resonate, boosting long-term ROI and creating loyal customers.

In a world drowning in ads, would your brand’s message float or sink?

CTV isn’t just another channel; it’s the channel. From programmatic precision to premium ad spaces and evolving metrics, the platform is transforming how brands connect with consumers. And in regions like Southeast Asia, where digital trends accelerate at breakneck speed, CTV advertising is poised to deliver unparalleled ROI and build lasting brand equity.

Inputs by Edo Fernando, Country Head, Indonesia, Xapads Media.