 Hello and welcome to what is indeed going to be a very engaging and very educative session about becoming future ready with CTV advertising. I would like to thank the exchange for media for constantly being at the forefront of discussing the latest in the world of advertising and marketing. So when Dr. Bhattra asked me for this keynote address I really agreed and in fact the problem with Mr. Dattra is that he remembers everybody's birthdays and he told he tells me oh you are in Aries and somebody who is a Capricorn and so on and Rohit I think his wife's birthday is also there today. Of course the only birthday I remember today is that it is CTV conference from before and first birthday so for your latest child happy birthday as well and these you know to allow to focus on how important these events and summits are such as these please allow me to lay down some context. As many of you would agree during our day-to-day functioning as large organizations we tend to become very immersed in acting on innovations along our lines of work. However I think it's equally important to step back every once in a while and come to gatherings such as these where we get not only get a chance to voice our experience and endeavors but more importantly get to listen to the leading minds from across the industry about their best practices and their innovations in this vast domain of advertising and marketing. So today's point of discussion precision targeting mantra for a successful television advertising is as we all know an extremely relevant area of discussion considering the very fluid digital landscape that we are operating in. We are now very much in uncharted waters we are referring to such transitions in other parts of the world for context may not work which means that if you look at other parts of the world and feel and think that that's going to pan out in India as well it may not happen because there is a fundamental difference for the Indian demographic. So let us take a deep dive into the powerful transition that is driving a maelstrom in the world of television advertising. India has by the way emerged as one of the fastest growing markets in the world with respect to advertising spends clocking almost 90,000 crore in 2022 that's a growth of almost 21 percent a long-term CAGR is around 8% and the forecast is that this number is going to cross one lakh crore in 2023 the expected growth rate is according to PMAR about 15 16% India has the fifth largest GDP at the moment in this context it is also number nine in terms of ad spends and there is a contrast with UK for example it has the sixth largest GDP but its ad spend is 1.3% whereas India is about 0.3 so it's actually about four times more than India's. This firmly decays that the Indian ad spends have a huge potential to grow exponentially in the future. Let me share some key facts about television's growth in India at the moment. As we all know current reach of television is approximately 800-900 million and it is higher than any medium including digital we have about 450-500 million active users in the digital medium. Television's advertising spends grew in 2022 to approximately 31,000 crore is further expected to grow by 9% this year to around 33,000 crore considering major supporting events like the IPL the women's IPL the cricket World Cup the thrust from FMCGs in on television spends and TV penetration in India is expected to touch 76% and the next three years from the current 70% and there is of course a difference between urban and rural markets about 87% in urban areas about 61% in rural markets this translates to around 260 million households India is set to become the third largest television market globally by 2026 third largest television advertising market by 2024-25 TV as a medium is not cluttered it is thus very impactful with respect to imagery building and you know in in in automobiles I can say imagery building especially at the time of a new brand launch is extremely important it has got that stickiness factor the recall through advertising through television is actually one of the highest across categories so let me come to connected television with the dawn of this internet internet age for the television there is a disruption in the world of advertising not just for television of course but for digital spends generally and here we see the opportunity with the advent of CTV with a growing number of smart TVs 90% of the television soul are now smart TVs up from about 67% a year back 2021 looking ahead almost 5% of the 262 million television households in the next three years will be these called cutters and as per a recent report almost 83% of the smart television owners watch content using internet television penetration in NCCS AB households grew by about 17% from 2019 to 2022 as per a survey within the NCCS S&B respondents the study has established that viewers are caught switchers with multiple connections and on but in two out of three households they prefer connected TV as the primary mode to access television so while the number of CTV households expected to cross 40 million by 2025 what is more important is that the population of CTV is bound to grow in big way so we can probably discuss whether it will be 40 million will be 50 million or 30 million but it's bound to grow that's very clear and these growing number of smart televisions and cord shavers and cord shavers as you know are people who have reduced the spends on cable DTH etc increase their spends on OTT's and these cord cutters they also called never's increase in multiple language OTT content so English Hindi or the vernacular OTT video service market which is VOD and even live in India is likely to post a a cagger of 30% to reach a 5 billion dollar by 2026 and all this is being boosted because of fast broadband speeds and 5G and for our economy actually the scope of growing ad spends could not have come at a better time thanks to the advent of this era of CTVs and STVs smart TVs the new age for television has tremendous potential for not only increasing the ad spends but crucially for also being able to reach a targeted audience even recognizing the continued decline of linear TVs the decline about 11% in 2021 and about 8% in 2022 the fact remains that linear television still provides a very effective very efficient and immediate reach in a premium and brand safe environment that's very important when paired with the rising CTV viewership to some extent CTV can really aid linear TV to deliver a much more targeted audience Dr. Bhattra talked about it during both regularly scheduled television programs and the OTT content and so put it more simply this means that marketers can now deliver specific television ads to specific people based on their interests habits and demographics and by blending this granular data and panel-based research brands can potentially reach more relevant audiences directly in their own living rooms all through professionally produced television content CTV is therefore I feel slowly bridging that gap of digital marketing and it has got many advantages it's got that robust data targeting superior measurement with the benefits that television provides a large screen great imagery and therefore larger stickiness and on top of it marketers can take advantage of large full screens that provide 100% SOV and brand safe environments that's becoming also very important brand safe environments are really for the larger brands really important and co-viewing with the family of course and friends and a proven moid medium for engaging audiences as a cohesive portion of a larger omni-channel campaign with the acceleration of the court cutting CTV advertising provides a way for marketers to reach to such consumers at Marty Suzuki we have been leveraging OTT platforms on CTV and mobile as part of our brand campaigns they but again it's not really the main thrust they we believe it delivers about two to three percent incremental reach over television reach for various campaigns and as part of our association spends we are now specifically leveraging CTV with TV and mobile to specifically target these court cutters these affluent households during key sporting events like the ifa like the ifa FIFA IPL and such big cricketing events CTV advertising in India is expected to grow to from about 450 crore which is it is there today to 3500 crore plus that's the estimate we have made for the next five years and these are of course backed by industry reports as well now it's up to us as marketers to work on integrated plans reach via linear TV addressable and or connected TVs for more targeted communication optimizing the spends between linear television along with other digital platforms so while we have multiple indicators for increased adoption of precision targeting through addressable TVs we need to be very of a few structural challenges which may impact the growth of court cutting in India like the higher cost of OTT versus pay TV monthly renters about three four times higher as you know then there is a matter of fixed broad broadband connections with approximately 31 million fixed broadband connections in India as per that try report which you would have definitely seen last August 22 it was released fixed broadband penetration is at 9% in India that compares very unfavorably with 95% in developed nations so the development scenario for the transition of linear TV to connected TV is indeed going to be very different and with that I now look forward to hearing from my other esteemed industry colleagues about their views views on the agenda for today so thank you once again e4m team for having me here it's indeed going to be a very insightful day full of learning and I look forward to it thank you