 Welcome guys. I hope the enthusiasm is up and this is the first panel. So hopefully the interest levels are high and The reputation quotient is very low. So let's be fortunate to give these guys a great Interesting insightful session. So today. We are here to celebrate the power of connection making CTV advertising work for brands as The world evolves with entwined ecosystem of internet connected devices. It's imperative for advertisers and marketers to stay ahead of the curve and Get future ready with connected TV. We stand today as the highest populated country in the world So passing China we are the second highest app downloading country in the world as well And now we are catching up on the connected TV for a The reports say we're gonna be 40 million But clearly now geo entering the for it may not be the same number that were predicted set of couple of years back How brands can leverage the power of this innovative technology and reach the target audience with decision Optimize their full funnel strategy and overcome challenges and I'd be ahead of these emerging trends to create engaging ads that resonate with veers Is what we'll be discussing today. So Let's dive deep in. I have a very diverse panel and I'm gonna start with a very generic and very common question to everyone Connected TV has been touted as the future of television For a while now and as more consumers shift to streaming devices and services and connected TV How do you see advertising landscape? Changing over the next decade with new formats and technologies What do you think will emerge and how can brands stay ahead? So I know funded will start with you and you've had a very diverse experience. What are your thoughts? Okay, thanks Nikhil I think CTV is for sure here to exist right and the numbers I think we're all seeing a lot of numbers on CTV right or around CTV, right? Nine out of ten devices which are being bought our CTV devices There is a CA the growth of CTV at spins, right is growing by 47 percent year-on-year And it's touted to become 395 million dollars by to 2027, right? And it's not just a metro phenomenon, right? We're seeing it happening even in non-metro now when we look at all these numbers and It's surely that CTV devices the audiences the watch time, right? It has gone up around what around four minutes or so four hours or so. Yeah, so I think If the consumers are present on these devices, right media dollars or add dollars have to follow I think that's that's important starts with the consumer. It should end with the consumer being targeted in the right way perfect Yeah, Nish. What are your thoughts future of television and how do you see the landscape changing from having a bird's eye view of Your media mix and things that you've been seeing or meeting your advertising fraternity. I Think there is a never been the time before when you have so much content to watch and There's so many ways to reach to the audience so I think this kind of the new CTV trends are going to stay and Especially the challenger brand of the hard marketing category like us We are not the brand where you have to just watch and then you can take the click and action For us always the awareness is the inconsideration and we have to make for the large reach So this kind of the new emerging media is always help us to build the region to the other audience because that's we are Not just only working on to the lower of the funnel We always work on to the inconsideration set and for us the CTV kind of the media is going to work Thanks, I think Sid Let's have a long one on this Yeah, maybe you know a question to the audience if you can raise hands who are paying the cable TV Per month subscription right now. How many of you are paying cable TV subscription or got it recharged That's also one way of doing it. That's one hand amidst the entire room Yeah, so Yeah, maybe someone in your house may be paying for it. Is that the case? But in all likelihood because I can see you know even my mom You know for my mom from on my mom's TV, you know, we have her cable subscription as well But she's like almost like last month She told me that probably we should stop being on this because most of the stuff I'm watching on my You know on streaming because I can watch it anytime, right? I can watch my cereals also anytime because most of the content is also now shifted Because consumers are shifting and it's very clearly evident from here as well and just to add one more data point here So at MIQ we we operate in 30 plus countries and we have a global view as well about this phenomenon We have a like a TV intelligence panel for all the countries we operate in and for you know, it's a it's like a brand-specific Intelligence hub as well. So most of the brands when we look at Where their audience is in the last three years we have seen the shift that you know earlier It was like 30% on Connected TV and 70% on linear TV in three years time in most of the markets It is now reverse 70% on connected TV and 30% on linear TV. So audiences in all markets are shifting And it's a basic human behavior probably because of the convenience because of the plethora of content coming there and Yeah, meaning the whole whole digital ecosystem obviously has evolved and in India in particular because our data rates are very low TVs smart TVs are very very affordable as well. So the whole ecosystem is in place and hence the numbers are quite big and day for yesterday we were in an event in Bangalore related to connected TV and Some of the numbers which are there are in the range of now about 25 to 35 million households in India and every household is Three and a half person watching that TV. So it's a big number, right? So it's coming closer to 80 to 100 million So it's a quite a big number and of course the audience who is watching is also premium audience Affordability is high. So, yeah, meaning in all respect probably Meaning dollars will add dollars will also follow which you have seen in all of the markets as well I think great. I'll sort of add a couple of points for more to current. I think fundamentally, you're absolutely right I think first for your mom, I think she must have read seen some of your interviews and she said, you know Good things start from home. So let's cut the cord. I think apart from that I think on the pricing part, you're absolutely right as well I mean if you compare the linear TV pricing and if you look at an average subscription per month that a user pays and multiply that by 12 and Then you look at the top six store eight OTT's which are a sword or a ward and the kind of content they provide to you for free You do the comments. I'm telling you it's it's not expensive Okay, and what's interesting for connected TVs? I think two things one I think over the last two years, we were talking about it earlier when we were having a coffee that you know What has happened is we are always going to be a post pandemic and pre-pandemic era I mean two years of regimentalization of watching content. There was nothing to watch How much of couple Sharma could you watch and repeat? Right? There is nothing to watch. There is no content getting shot you had to switch off the TV because It was a very pessimistic environment in terms of the news that was coming in the only similar kind of reports We're getting shared and people wanted a freshness of things and which is where they realized Oh, could I watch sacred games? What with my family or not with my family depends on how cool the family is and then they moved on to more content and more Content and more content and so many things which were not even popular at a point of time They've got released in 2013 an epic flop, you know, probably for Hulu or Netflix came back resurfaced was the biggest hit right and realize content the way people wanted to see it also changed because today as a user and The lives we lead is not about, you know, I want to watch big boss at 830 If you don't watch at 830 you will miss half of it. He'll say okay now I will watch it on OTT. I'll switch I will watch it when I want to watch it So you don't tell me how to do it So I think Fundamentally these these shifts have happened and happy to hear your thoughts, you know I mean, how do you look at it from your perspective as everybody talking about obviously I know that we are in a connected TV panel and we can't diss it But how big is it? I mean do you really feel it's it's in a space that it requires this amount of media Conversations or discussions? So I think Jenny does, you know, there's a serious threat here that we see As far as time spent and consumption patterns are concerned. So let's just which is point-by-point Firstly, I think connected TV affordability wise. There's no challenge. It's just very similar to a mobile phone Also right now in some of the brands which we have that's one advantage Second in terms of picture quality you have got 4k, which is you know far superior as compared to the normal TV that you Would have and you look at platform side as well geo cinema started IP around 4k I think more and more content will start coming on 4k. So for changing superior quality of content also people will transition to connected TV But there are two three caveats here, you know risk rather. I feel you know in terms of connected TV scaling up in a country like India One big challenge is around data, right? So wire broadband is something the penetration numbers are very low in a country like India, of course geo fiber You know has done a phenomenal job. They have a 40% market share as far as fiber is concerned They've made it affordable. They've cut the pricing as well, but can we actually watch seamless content? I'm not talking about the urban households. I know people staying in some part of the metro city Can we actually watch seamless content on a pan India basis? Can the audience actually watch that? I think that's a multiple So I think you'd have to mirror the broadband penetration numbers and then take that to the smart TV growth numbers Because that's one very big caveat Second thing from advertising standpoint, I believe definitely there's a huge opportunity, you know for connected TV to gain share within the TV advertising universe But you have to really get good measurement systems in place because if you look at TV right now They are kind of on the verge of struggling. We've got bark I mean, you know, but that's more led to sampling about 40,000 50,000 boxes that we have So we can actually generate a very good measurement system of connected TV as compared to what we have on box That's the second risk which I see Third risk is of course, you know, if you speak about the proposition of angry TV, it is expensive in nature So if you look at TV as a medium, I think you have to pay a few to four rupees in terms of our pool You get 800 channels You can use variety of content to watch in the case of angry TV You have to pay the data bills which could range anywhere close to six hundred seven rupees on a monthly basis Then comes a sufficient services which could be bundle or you know every OTT platform So connected TV that way is a very expensive proposition and we are talking of you know Almost three to four X has compared to linear TV in terms of pricing So can connected TV actually scale up on a mass level being so expensive in nature That's that's the fourth risk in my view and last but not the least I think you know if you look at the digital medium the kind of content that we are having It's more private nature. I mean the kind of content people want to watch it's more on mobile phone So on connected TV, I believe that you know, there could be content like you know Family wing content or maybe catch up TV shows, which you would actually want But can connected TV cater to all ends of audience and you know people wanting to watch all forms of audience with the family That's again a question mark. So definitely connected TV is the future But these are risks, you know, which need to be addressed over a period of time if we were to reach that scale of 7,800 million households connected TV Fantastic man I think really really interesting. It's good that somebody brings perspective because I think All positives never add up, right? I mean And I think we do a lot of panels and it's always good to have another perspective And I think some of them very valid points. So Jay you come from from What's the marketers view on this? You know, I Agree to all of these points, right? We're all I don't think anyone denies the fact that CTV is the future for all of us but imagine a situation for You know marketers like us who kind of want to drive our messaging to say the affluent audience Okay, we want to kind of reach out to a certain targeted audience. This is like the In fact, a lot of people say that the Golden Era was when you put everything on the television And then you kind of wait and watch whether it's kind of working for you or not In fact, I feel the Golden Era is now because what happens is now I can actually Reach the relevant audience because my my product is for a certain affluent audience and therefore for me Television was always a challenge, right? Getting on to television is always a question mark It must be legit. Why do you have to do it? All of that was always a question But with you know the ability of reaching out to the relevant audience Measurability coming in, you know content getting, you know, better and better. I mean for us as marketers I don't think there is a better time to kind of look at content connected TVs in in the future And that this is for the way that I mean depending upon who you are, right? So there are not every brand is a unilever not every brand is a not every brand is a good rich, right? There are so many other products that actually sell in the market and therefore Depending upon what your brand is and what your objectives are CTV is going to be a lot of more useful for people like us and I don't think that it's going to kind of replace I think again, I like we were having this discussion of the coffee, right? I mean, it's going to be a Situation where both will exist, right? And depending upon the objective even at my level The objective is awareness pure reach of course linear TV makes a lot of sense for me But beyond awareness and reach I'll have to look at, you know places where I can be more relevant and more targeted That's where CTV actually doubles up and helps me, you know reach the right audience Yeah, great I think Somewhere someone decided and I think what you're saying is quite right such a because I think markets like us actually operate in a Similar way there is absolutely no hundred percent of anything because technically they all coexist and then you look at Advertising or your ad format as a medium. So let's say if you have a video ad format What are the various screens it can go to right and then TV is a TV? So if TV is your medium of reach it could be a linear TV or it could be a connected TV It's both has a share of audiences and very relevant point. I think very thoughtful Let me let me go back to another which is on my extreme, right? I mean Public is I mean you represent publicity, right? I mean and and with your own vast experience You're quite a spokesperson on various trends and advertising over the years and you've witnessed the transformation of media, right? You've seen how many consumption trends have come some things have become fad some things haven't I mean You've seen the new digital era. You've seen the post pandemic era It's exciting because we've been in this journey and you know, we've talked so many times before so What are the key changes that you personally have observed as an expert within the digital or programmatic domain and you've been Advocating at least your advertising fraternity or if not your clients, you know, at least neutrally Good question. They kill that takes me my memories back to 2013 14 I remember when we used to present to the clients. There was one slide on programmatic which says we said that Traditional channels are going to foray into programmatic and One of them was of course TV other being DOH and audio and now we're talking about CTV now Programmatic CTV. So I think a lot of a lot of changes have happened a lot of water has gone through the bridge But what I If I recollect and look at what has changed Initially when you used to do say YouTube advertising, right? We used to just say what percentage of that got into say YouTube CTV then we use started having a YouTube line item, right separate a YouTube CTV line item today. We're talking about CTV strategy as a whole, right? I think again, it goes back to the same thing because you must have shifted The way they are consuming content has transformed and it's a sea change, right and hence Marketers have to take notice of that as well. Then there was a question. Of course when it came into programmatic There was a lot of fragmentation. There is a lot of fragmentation even today, right? That needs to be addressed for sure to a certain extent that has been addressed by programmatic But a lot needs to be covered up still, right? IAB came up with IFAs, right? Identifier for advertisers. That was crucial because from the privacy point of view now Well, that has come into being that that is also an instrument in helping Consolidate a lot of these CTV buying that is happening programmatically, right? so a lot of changes have happened a lot of changes are due to happen and If you actually look at what is happening in us, right? The TV up fronts that has happened this year CTV is a very very important portion of that, right? So I'm just reading some data. So the linear seat The linear TV up fronts, right have remained almost stagnant since 2019 in us while the CTV up fronts have increased by 195 percent, right since 2019 So while it's of use this this data is of us But it does ring a bill of what is that what will come here in India as well So definitely we are the at the agencies the advertisers that we have the advertisers that we have we are working with them very closely and One mantra to all of them is of course Try it do pilots Fail fast learn fast. You know what will work for you. What doesn't work for you? You need to have your own art and science of using CTV strategy as I was saying earlier and What may work for you now may not work for you say six six months down the line Or what may work for you may not work for the other brand as as Sujay was saying that it has to be very specific You need to see your audience your strategy whether it works for you or not Some of these things can become fired really fast, right? And I mean we were sitting me over yesterday and another CTV panel with somebody just called out I'll not name it, but I think virtual reality is something which never took off You know, I mean it's been around for almost six seven years and people have been talking about it And it's just not taken off. Do you think? Probably connected TV so small in the schematics of reach. I mean technically if you are fundamentally a large Conglomerate which does TV advertising You're saying okay, man. Hang on when it gets there. We'll talk about it You think we are in that stage or I think the page is already turned with you and bring the 4a and I feel fundamentally really Getting everybody to clearly distinguish between star sports or connected TV or mobile penetration via IPL G you what is what is your thought? Are we here now or I think is it is it three years down the line the pages yet to turn in terms of scale and reach and Importance, I think there is a lot of question on scale, right? I would relate it to that there is scale the scale will go up But the most important thing is how do as brands and advertisers? they are able to consolidate this right and Programmatic is the only way if you look at consolidating all the inventory, right? In a more efficient way that is the only way out Otherwise, you will have pockets of these CTV inventory lying across, right? But it needs to be brought together And that is why again, I'll take the example of U.S. Again where with this current up front 72% of the advertisers have brought bought into Programmatic CTV, right? That's that's the way that they want to move forward, too So but definitely scale is an issue as of now But I think with all the numbers that we are saying that's going to go up drastically, right? That fish I think Just to add what Anil said so, you know like for us from a global revenue perspective three years back CTV was less than 5% Now it is, you know close to 40-50% right? So we are already seen the scale coming in so for us it is very very real and We definitely see it's just a question of You know, it's not even a question of time. It's here and now it's about you know Consumers have already leaned in advertisers will also You know are leaning in or increasingly will lean in It's It's here and now I think it's one bit of IPL as well So, you know if you look at IPL they started offering on Geo cinema free of cost One would have thought that you know, they really take over the TV aspect in a very big way But even if you really look at the numbers, I think TV numbers are almost, you know 70 to 80 percent higher as compared to what digital would be I mean, I'm not saying the fact the point I'm trying to make is that I think the connected TV ad spends are Going to come more from the digital domain than from TV Because until unless connected TV does not move Masi in nature in terms of their reach You will not see a threat on TV because TV is more Masi So you have to really move to that reach of whatever 180 200 million households if that were to come then TV Set a threat otherwise I think the more of the chunk of the connected TV ad spend will come from a digital advertising pie I think also a very interesting part in this also run is that so who is capturing this data, right? I mean we were talking about this that you know fundamentally We are saying cod cutters are on the rise because we know the decline of DTS those numbers are getting reported and we believe Oh, so DTS is declining hence connected TV is rising, but fundamentally there is a huge chunk of cod never's Which is based on the number of TV sold straight away when connected to a Wi-Fi went to the whole connected TV stream And fundamentally they probably don't even know they're called connected TV users And nobody's done actually an exercise to capture the kind of data Obviously the smart TV sales are on the rise. I think last year reported the highest amount of smart TV sold There was a 92% dip I think some of the top OEMs have stopped even producing a 32 inch right? I think they just say that experience is on the rise and we just we're seeing the rise of 40 inches and above TV being consumed They have enough data points on pure connection to You know a Wi-Fi router and straight away consuming the content because I think This number will be very exciting I think next year when we talk about this panel and I think while it was on a steady rise I think with IPL a phenomena like IPL for inching into that space I think I love it very different perspective also I think you know to get this point of connected TV scaling up in terms of numbers We also have to monitor in terms of where the India market is moving is India market moving towards a water SWAT because if it's moving towards SWAT Then there's a low likelihood of this becoming Masi as I said because it's expensive in nature But is it moving purely a word? You never know. I mean Geo cinema offering the most expensive content free of cost Can this move forever free then? I think country TV is definitely scalable, but then again are the economic sustainable like if you keep offering this content free Of course, is it sustainable for you know what the other OTT apps? That's a big question mark So a word SWAT is also a big answer in terms of how the country TV base will actually scale up So I think a word SWAT the definition itself for us Indians is also skewed Okay, so we pay money for an SWAT, but that is for watching a movie But then you can have to see are the ads on the other part of it. So it's technically a sword So there's one very You know a difference angle to this, right? I mean we're all talking about the platform We're all you're all talking about media currently. We're all talking about serving the ads to the cut humours From a marketer lens, you know if if us is the way that we were to go and we were able to kind of start being able to you know Mark out the addressable audience for that matter and serve different copies on the same content That people are watching okay the pressure that actually gets on to I'm not it's not pressure But I'm just saying that as a marketer then you will have to also start looking at messaging very differently Right you will have to create so many copies and the ability that this platform gives you to serve different copies to the same Two different audiences watching the same content. It's phenomenal, right? But then it's also in some way puts pressure on what your messaging Overall is going to be and to kind of bring it all together under one umbrella That's a different side of the story and as a marketer we are also aware of that And I guess maybe that's something that we might have to kind of consider I mean how many copies will you start making right and if you serve the same copy and if you serve a substandard product To an audience that is affluent. You are actually also hurting a brand so multiple dynamics actually coming into play and We don't know currently how it's going to move but yeah looking forward. Yeah Good I'll move to yet. Nisha. I think over the years green play has delivered some Fantastic hit ad campaigns. We are big fans. Thank you for that. And I think they've been funny They have been engaging. They have been impactful these ads have always struck a chord with the audience and I think It's always been very entertaining to see those ads now. We're talking about these evolved audiences, which is hyper-digital era multi-screen It is a constant chase of finding your audiences. I mean for a category like yours How do you manage and how do you look at multi-screen journeys or? Choice of a particular medium when it comes to a category like yours because it's indeed quite an exciting category, right? It's it's a niche category. How does it evolve in your media mix? So category like us where the consumer journey happens not only from just seeing the content or any communication of the brand But they plan it so it's very plant category and though it is a high ticket size But it's a very low involvement category. So far is a big challenge like what he was mentioning about the how many content We have to create it. So umbrella content is always something which is very enjoyable fun content But same time we always in the search of the medium where we can engage with them And for that engaging we need to look for this kind of the medium and within the other category also There is a categorization. So if there is a lifestyle products are there where I can communicate with them Then you need to have at this kind of the category where you can do the more targeting wicked You can do the emphasizing of the targeting audience and then you can communicate you can serve to them So the one side is the creating the communication other side is the chasing the audience with the slice of their requirement And it's serving to this content. So that's the end We don't have the just the challenge from the internal category competition nowadays We have the challenge from the all sort of there is the online furniture brands are there There is the life deco brands are there There is a pain brands are there and then within that to make our communication giving the impact and making these effective Communication is the challenge. So very interesting point with me because I was about to get to that that, you know for a category like yours Connected TV does it hold relevance? I mean there are two ways of looking at it Technically that's not where we want our carpenters and people to use the right kind of but then there is also the consumer And I think most great ads come from great consumer insights, right? Yes, I mean if the attract and pull of green flies so strong that it's being advocated by the consumer to any of the Whether it's the online commerce interior decorators. It just becomes imperative and then it even while somebody says oh Why would they do connected TV? You'd say no. I mean technically consumer is the boss, right? I mean isn't that the thought process and are you guys looking at connected TV? Eventually that's where we need to be irrespective of the competitions is going to help us like in terms of the targeting if we can say Now whatever the data is there we can make them and then we can target them accordingly. That's the only help I think we can get it and we are not going to use it I'm going to park the test budget for this connected TV so far. We had not used it the first time We are going to plan it but I think we are going to use it more for the brand campaign Not for this thing because it is not going to make the transactional medium for it is going more for the brand campaign So for me is going to deliver the incremental reach On this point actually, you know the fact that You know the usual way of deploying a full funnel strategy on whether it's imagery awareness and then Conversion and then sorry at consideration and then conversion. Yeah I mean you still feel that maybe on CTV. We're not going to be able to do this To kind of finally take the consumer towards conversion Because our product is not for the direct purchase kind of thing. It is always there are the applicators intermediaries are there So generally the consumer take the brand into consideration and then he takes the help from the other So we are like a Intel inside so generally the people don't go and they call the Intel laptop They call the Microsoft Dell whatever the brand and they say there is a Intel chip. That's a seal is there So we have to create that consideration. That's a valid point Cool, I think I'll move on and I think said I think you've had first-hand experience You know, I mean on the sole growth of that's connected TV ecosystem in Asia and India and across actually with the diverse portfolio You've been witnessing the growth within India IPL being led by Gio How do you see advertisers media mix getting affected in the next couple of years from linear to CTV and Also does CTV hold relevance in the whole Bharat story, which most Indian brands want to strive to reach. What are your take? Yeah, so I think there are three reasons why CTV we have seen growing across right so one is you know as You are saying in terms of the incremental reach I think that number is is going to keep increasing because in India and even in Bharat also caught us will keep increasing and You know, there is a lot of data coming from the ACR You know technology automatic content recognition, which is very very valuable because it is very deterministic data And it gives you a lot of insights in terms of okay. These are the households. This is the make of their TV These are the generous which they are watching. These are the ads. They are washed Then, you know, also even location Etc. And games they are playing on connected TV So there are a lot of signals which are coming which are very very deterministic and that gives you a very Very good view on the incremental reach which you can drive which is very very valuable. The second is that you can also You know, definitely it's a TV. So it's a branding medium But there is also the capability of Connected TV retargeting where you can sync the mobile devices in that household and then After you're done your brand campaign you can reach out to them on mobile and get them to you know action have an actionable Strategy around that. So like we have a case study with carrot Lane where They wanted to talk about you know dedicate your first salary to your mom By you know buying a gift and the value proposition which they wanted to talk about was within 24 hour They will deliver and then they so did did that brand awareness and that messaging and then And obviously it was all done with data in terms of planning. Who is the right household where we should be doing it also online signals? Who is you know Browsing for online jewelry. Those are the households where we will do this campaign and then retarget them on their mobile devices to Take advantage and actionable this thing where CTR's where 20% higher than the average CTR So you can bring the consumer in the funnel as well, which is very very important and it's all digital as a medium And I think the third reason why it will be it will keep growing even in Bharat is because of the fact that India is a volumes market, right and there will there are many volume players already in the OEM space Who are bringing in affordable TV and It's just a matter of time because you know digital content has reached everywhere in Bharat as well and You know the next TV which I will buy when I'm in a small village or town It will be you know a connected TV It will be connected on internet and by default I will start on that as well because I've already been watching YouTube and OTT's on a while. So I'm very familiar with that ecosystem any which ways I would like to add here during one of our consumer survey what we found the Ruler market or either the tier three or tier four market They are more going to take it this connected to be faster than this because they want to buy the TV and after that immediately Want to switch on they don't want to wait for any connection on all this thing So even during the one survey we found he bought the TV and then immediately conducted through the internet and started So my guess is the is going to have the more faster adoption in those markets Compared to the album and all I think real stories real insights. I think nothing defeats if he's that and I think if you look at it I mean statistically look at I was reading 91% of the TV small sold in last year was smart I don't know what the remaining 9% were because I don't remember any of us seeing a box TV the last time I don't think any of the OEMs produce anything but a smart TV or I Don't know. I mean most of them the OS is already in a fire stick sale data is going on to those very deep pin codes It's not going on to the same detail when it had to town that shows how they are ready to adopt this thing actually in Listen to give you a sense of this Bharat thing and we in fact in our office We we kind of talk about this that there is nothing really called as Bharat Bharat anymore You know it's like it's like boss, you know a Bharat divide kumat. You know I'll tell you an interesting data point. The data point is that there are more billionaires in Kochi than in Gujarat Surat alone itself has more billionaires than Rajasthan so it's it's it's crazy this kind of numbers and Us come Bharat both and that's a very, you know wrong way to look at it because I think the money is there Okay, and I think and also like we said right volume games and so the proliferation of CTV or connected TVs for that matter Smart TVs for that matter will be rampant. I don't think it's gonna be a challenge logically I mean you're absolutely right somebody came from outside and told us this jargon of Bharat in India And we said that sounds nice. There's a Bharat story and we'll pick it up I mean we don't know who it was, but let's not name him, but I think fundamentally Look at why connected TV is growing. I mean one internet penetration, right? India is the top 10 fastest speeds by the way, just FYI somebody who's asking me this question Number two we are the we are the second highest app downloaded country in the world technically obviously population is on our side So become second. So I mean number two number three Internet is accessible understandable reachable across markets. We are a fairly well penetrated internet country Number four connected TV is actually nothing I mean first of all we need to understand the difference between what's the connected TV What's a smart TV and what is OTT's because technically they're not all the same sometimes we use it in the same breath and A smart TV is available at less than $150 to be honest I mean and at the click of a button do it on Flipkart Amazon. It'll be delivered by you tomorrow installed It's that accessible, right? So I think fundamentally and if you don't have a connected TV and if you let's say you don't have a smart TV You can buy a dongle and just make it connected So I think the accessibility part of making devices connected whether it's in rural India or or urban India is actually quite the same and I think We see a lot of the larger brands and they're advertising campaigns specifically targeted towards a certain audiences Which is not urban which also shows the masses there the audiences are there cool, I'll move to current I think From from you know an investment advisory firm like Lara capital and can you share your views on how the role of Connected TV advertising in technology space or if you've seen any new startups doing something exciting from a view on global Perspective or you feel you know, this is something that's I think India has yet to cope up with I mean any thoughts from a very different lens Yeah, so I think from an advertising standpoint you had desktop and mobile advertising So I think connected TV is good for the next layer in terms of advertising where desktop has actually become very small and mobile Actually took over so I think Connected TV will actually form a sizable chunk of this overall digital advertising and I think a lot of the new age and start Companies are trying to you know put in money's over there as I said measurement. It's a matter of time You know because this is a digital technology platform Getting measurement or getting some technology around measurement is not going to be a challenge as such because linear TV measurement is like a big lag and Just fundamentally in a country like India. Why did we see mediums like you know print and radio dying down because of measurement? There was no quality measurement which is there so for you know any appetizer or marketer to put in money you need to have the ROI and the measurement and Programmatic advertising has proved the part right? I mean programmatic advertising a country like India today sport 45 percent of the world digital I spent by and that is only growing incrementally Because there's a proper measurement. There's a proper ROI, which is there So I think connected TV that way, you know if some issues are sorted around the measurement part I think there's a very bright future there So Jay, I mean very different feel right. I mean from a wealth management advisory firm How do you look at the media mix nowadays? I mean are you guys specifically? doubling down on Proxies like size of screens the kind of influence on income deterministic data on You know this seems to be my audience versus that and I think obviously you had a very strong point of view when you said You know geographically we're getting it wrong Probably we are also getting it right wrong from an online usage habitat standpoint I think multiple times have gone into conversations with brands who feel a certain Publisher or certain channel of choice is not do you think we're moving into there are where the ad is served is not as important But who the ad is served to and then we have multi-screen journeys that you can obviously target a user anywhere I mean you don't need to be dependent Again, I'll just give you very interesting data point again on this front like the fact of the matter is that Wealth is getting generated and created at a very very early early age in people's lives I mean given the fact that we are at this juncture where To be honest, you know, we are considering where we were actually looking at some data and we were seeing care Who should we actually go out and target and talk to? What is the age bracket in which people should actually consider wealth management as a certain? you know stream or service that they would want to have and Obvious answers in the room were care at least after a certain age in gap Pethi's Charlie's cougar who we can consider that audience as our audience because they have a certain read We went back to data and we realized you know what there are more than there are more than 3000 entrepreneurs in the country who are under 30 and They are companies and their organizations are over 200 crores Okay, these are this is the kind of data that I have right now and these are under 30 Yeah, they have created a certain value for themselves Individually as well as for their organization now. Can I go out and you know? Ignore that audience because they are under 30. No, I can't if I have to kind of go out and talk to them a wealth management Proposition, I'll have to cater to them in a certain media and a certain platform that they are currently on and That's where this comes Extremely handy for me and if they are going to be on platforms where you know, I can serve them relevant content relevant messaging. I Mean, that's how I'll probably look at you know what platforms I need to be on so a lot of actually data points, you know that kind of give us We think you know anecdotally we hear a lot of stuff saying they are you know Maybe wealth is not treated at early age They are very but it's not true It I mean they are the way that they are actually looking at growing their incomes and their wealth and protecting their wealth he's at a different level or together and Therefore, I feel you know, it's very it's very Iopening kind of a data for me to kind of not consider an audience of this size and the platform that they are on Otherwise, I mean that's what is driving our media decisions as to where we are in fact We just lost our campaign and I mean we we kind of gone to Platforms which we ideally wouldn't have gone or thought of earlier But we had to given the data points that came up and we had to actually you know talk to them So that's that's the way we look at, you know, but what platforms are important now? Superb guys, I think that brings us to the end of the conversation. I think we've had a very long and diverse panel I'll leave you guys with when interesting thing. I think which is called a rapid-fire round I'll not do it is as good as the guy who does it really well, but he's off season So I can do it and I don't know if they have hampers check with you for him But these questions I have not asked you before because that's the whole purpose of it I mean it puts you on a spot. Hopefully not a bad one. So The rules of the game are the same. I mean you just answer as soon as you can. So, yeah, let's let's quickly do that and What do we win? Yeah, what do we win? Where's the hamper? You can take that nice speaker over there. I think I don't know check I'll let you guys know. Okay. Let's start with you. I think Are you watching IPL if yes Where did you watch your last match on Star Sports or Gio? Very good statement made well heard It niche Which team do you think has the potential to win the IPL apart from Lucknow Super Giants? Oh, that's very tough call, but yeah, I think last year we lost to the GT So again this year we are thinking even last match we lost to the GT So we are thinking to build it up today is the match with the Punjab Kings 11 So that's why you're giving a message to another team that this Yeah, but I think potential sponsors said Honestly, I mean Who do you think is a player? That really needs to sort of take the sleep in turn challenge of the wake fit this IPL Okay, actually I I like the answer this question. I had heard before and I like that answer. I'll go with that. It's scale round Okay, I think consistency this belongs to Lucknow Super Giants Well, I knew that was coming. I planned I planted that okay current I I Think do you think with this whole shock tank India and The investors becoming celebrities. Do you think there is a scope that one of the celebrity stands out differently for you than the others? Are you a fan of any one of them? Personally, no Nice answer Any rebuttals on that? No, that's pretty much it, right? No jelly. I think I am someone who watches more of web series and movies I'm not a fan of shock tank as such. Oh, man So the last question to you, I think which which clear Sort of asset from IPL or a player from IPL. Do you think needs serious wealth advisory management right now? Super that brings us to the end of this panel. Thank you guys if you have any questions Just raise your hands you can talk to them or you can meet them outside. That's us Thank you guys