 digital media. While the other mediums were dealt with a heading low on digital, became a big part of the marketing post-COVID. We've seen marketeers push the envelope with invocations on digital, changing their media links to include new page, platform, and platforms. And tell us more about this fast-flowing medium we are now joined with Vishal Chinchankar, the CEO of Madison Media and Madison Chinchankar, who's going to be talking on connected TV, a powerful edition of their stillbox. And it is a huge honor for Vishal. I go at 7 o'clock, I'm the last speaker, and I don't want to come between you and the power. So I'm trying to keep it short this week. But before I start, I want to thank everyone because I think he's got a lot of my connected TV conversations. And I want to thank Nagra because you put my name twice in this presentation. On that note, connected TV, a new kid at the clock must be crossing your minds. Does it have scale? Is it a friend? Is it a fad? Or is it even efficient? Let me try and answer some of these questions today. I strongly believe that this is your mistake and definitely there are certain numbers that are trying to check as to how these scans probably look like. Alright, so let's look at them now and next. 2014, E-commerce was very poor, 54 million. It's now selling at roughly 100,000 per 9 billion. Now, television is about 892, that's today, with 92 million. And mobile cost equals to more than 450 million. Connected TV currently is at a very low base of about 44 million, expected to go to about 120 million by 2025. I mean that's some of our estimations, the various bodies which are trying and doing it. I think the point I'm trying to establish is this is not a fad, this is definitely something which is your mistake. And I'm in a big way. Let's see how the US looks at it. India's not too far from what happens in the US, so we're somewhere very, very close. Two-thirds of the US population are connected TV monthly users, that's a whole lot of the number that we're talking about. Four out of ten US senior citizens use TV. Who made the maximum amount of ad revenues followed by YouTube in US. And a slightly number of 14.44 billion ad revenues have been made on connected TV. 14.44 billion is more than India, all edicts were signed as edicts today. So that's the kind of advertising reviews that connected TV's been made in the US makes how it's connected. But the fact that we're close to maybe close to about 220 billion by 2025. But if you see the story of connected TV in the last five years it's really been written up. It's grown 9x. Now this is the kind of affluent audience which is getting built. And thanks to various different reasons, maybe I'll try and cover most of the reasons. Now what is really fueling the growth of connected TV? Data prices of NASCO got from broadband prices and here it is, 2014. What GT cost was 250 bucks in India. Which came down to 18 bucks, 8,018. And as we speak today it's about 6.5 to 7 rupees per GT. That's that's made more for them. Those smart TV prices. India's smart TV shipment grew at 65% year on year in Q2 of 21. That's that's a very large numbers definitely a big thing that's happening at the back. Chinese manufacturers have played a pivotal role. We all love the Xiaomi's of the world. But they've also introduced smart TVs which are less than 15,000 rupees. And really on year shipping roughly around 10,000 smart TVs a week. That's a smart engine that's moving and it's really feeding in a lot of growth. The original content on OTT is one of the biggest drivers and we all have been tuned down to the catchy content. On one hand the S view is subscription prices are going southwards. Recently we know even Netflix has reduced the price. And on the other hand most of the telecos are doing a great company on all these OTT products. You get Geofiber for about 1,000 bucks a month where you get cable, you get telephony, you get broadband up to 150 Mbps and you also get all the OTT's. Tata Sky which is now Tata Play, it's got a service but it's been offering you 14 OTT services. Now this is making it much much easier and you know getting a lot of growth on this space. And the last but not the least of course it's one of the concos and the fire sticks which are now as affordable as 2005 to 3000 bucks are also one of the biggest developers of these numbers. Let's look at all these audiences. We keep talking about athletes but let's see who these athletes are. When I let them call them God Shivers and God Shivers are the ones who are watching in your TV but at the same time also watching connected TV. And then there are all cutters who are completely migrated on to connected TVs. By the way there is also a terminology called as smart Nevos which are the kids who probably now going would have never seen TV but will only do all connected TV. Actually that's the kind of audience we are talking about. The sum of the research done by media smart 78% of respondents had smart TV which was fairly distributed to the public and 90% of the users access internet based content on their smart TVs. This is an after it elite. He owns a car, he owns smart TV of course. See a kind of subscription statistics and he probably may be paying more than 5000 to 6000 bucks annually to subscribe these 489 forms. It's it's female stream. It's the television viewership. You see a lot more females watching this OTT smart TV platforms. Let's see the kind of time spent. There's close to about anywhere between 1 hour to 4 hours time spent on connected TV. Due to it was about 2 hours and if you look at some of the stats 91% commonly watched recent entertainment. Our part of them which is roughly 50% are into music, gaming or watching news. So to your point of view, I think watching news is also one of the great things that's getting better. And if I'm to compare this with the linear TV to a roughly 3 hours again, this is getting very close to the linear TV. So what's it for the marketeers? A big question for the marketeers. I'll tell you what is the how to feed you on what are the nuances that all the benefits that it actually adds. But I'll try and also demonstrate in terms of numbers and give you a bit of a simulation as to the fact that when you talk about tweets and CPMs and how does it even stand out. So it's for a highly engaged user thanks to the stickiness of the content. It's highly immersive. The quality of ads is very large. It's probably high-faring back food. You can do your time buying, you can get your time focused and you can get your time reporting and thanks to most of the private marketeers that you can start on this inventory. Of course, O viewership which is again now on in back from me to me thread where it gets in by linear TV. There is a sharp marketing available. Clearly, you can get over the spin. Get over the reduce of a stage as a marketeer. Of course, this measurement is not a common currency. When you have time, it gives you what you have to depend on the console or whichever way you use. But it's measurable. You can really look at the frequency, you can see the attributions, you can see most of the measurable points. And you can reach out to audiences and the part-cutters which is also a decent number. There are huge amount of people who are not watching. They don't have cable at home. They only have internet and they watch connected TV. So I just took this slide from Raj's presentation earlier. You've seen the slide where he spoke about most of the universes and what are the mediums and the numbers of the mediums and I tried to give it some sort of a CPM to most of these mediums. You have television which still operates in the range of 45 to 65 bucks. There is OTT which includes YouTube in the range of 9 to 120 bucks. HTE 3 times of TV I would tell you 1040 to 160 bucks and connected TV is still efficient in the same range because I don't think as we speak there isn't much demand because the base is low it's affordable but that's what the console gives you for it. Absolutely absolutely. Now let me just move this point in form of simulation. I made one of my good assimilation to pick up one of the plans. Stooped in RCB to roughly around 1 to 1 plus media plans a month and 35% of the media plans are below just region specific you may go specific in order to look at these kind of context and all that. And what is it? What the beauty about connected TV is that it gives you a chance in which country your television can't give you. You can't use tape, audio, audio, so that's where the real play comes in from connected TV. And this is a simulation of a plan of all adults, 22, 14 and CCSA and you can see the last column right on the CDM. It's 15% efficient than a linear TV. Look, reaching out to female audiences extremely and you've got to really pay out your nose. This is an animal which can really help you get these audiences. It's easy to and this is the same dashboard where you saw all the previous numbers of 90CBM and each of 10.6, that's on the left-hand side. It's easy to plan. Even if you're from retail partners, you can just get out to the console and get your attention frequency and the forecast can affect you. You can choose whatever channels you want, so where those channels are affiliated with the the BMPs. That makes me move to the last point, which is on API's immediate measurements and of course these are not the common currency measurements, but definitely there's a system which gives you a view through rate and a completed view and most of the hard API that that typical company would perform. All you know, as a system. There are major brand studies of purchase and sale studies or sales studies that can also be done using your partners. And, you know, the beauty is it also impresses the bottom of the funnel. It's not just about future. I'll make that point to one of the case studies which I sort of follow from my partner. I think the point is if you only have some advanced analytical tools like ADH we can also get attributions to the bottom of funnel and it'll tell you what is the kind of sale that this particular medium can help you achieve. Of course, the scale is too small 40 million is a very, very small number but, you know, if I go back to what Nadar has presented on CNP IR cost and incremental teach I think if this is going to give me the best cost for that particular audience I'll probably consume this first the entire audience and then move on to the next medium. Right? I spoke about showing this, right? This is one of the case studies of Max. Not in short, it's as a category. One of the biggest triggers that they look for or the matrix of success that they look for in their campaign is a spike in DSQ brand search queries. Now, this is an example when they use connected TV they source type of 21% pretty evident and so it's definitely working well for most of the clients. This is another interior design company who was very delighted to see about 63% of higher average order value which means that there is tremendous to this audience and it's also impacting the low-farmers. So, I think so, reaching out to this afternoon audience we've got a great platform maybe very small but expected to really grow much faster than anticipated. Well, if we define television advertising today, maybe, maybe not maybe five years on the line probably yes, but as marketers we need to take the first step and stay invested. Thank you. Thank you so much Prashant. We just request to join us on the same stage and to call upon that Siphan who is the MD of MIQ to kindly join us. These are just going to huge huge round of applause and thank you so much. Prashant, we're here to welcome you and we're getting a lead on a mentor co-partner, partner, Siphan Siphan is on the audience and she's my friend I'm the chief photographer right there.