Is Your Brand Missing Out on CTV Ad Revolution? Adomantra’s Founder and CEO Reveals What Brands Are Overlooking

More than 85% of households in the U.S. now have at least one Connected TV (CTV) device, yet nearly 50% of advertisers are still underinvesting in this channel. Meanwhile, the number of connected TV households in India reached 32 million in 2023 with projections indicating continued growth through 2025. CTV ad spending is projected to surge from $85M (2023) to $395M (2027), reflecting a 47% compound annual growth rate (CAGR) in the Indian market.

The shift from linear TV to streaming is not coming, it’s already here. Consumers are spending more time on popular CTV platforms but most brands are still stuck in outdated advertising models that fail to capture the attention of modern, on-demand audiences.

So, why are so many businesses missing out? And what does it take to create a high-impact

CTV campaign that delivers real ROI?

In this exclusive conversation, the Founder and CEO of Adomantra, Dr. Vikas Katoch breaks down why CTV is no longer just an option but a necessity, how Adomantra is redefining CTV advertising with its cutting-edge strategies and what the future holds for brands willing to adapt now and dominate tomorrow.

Let’s dive in.

Why CTV Advertising is No Longer Optional

Dr. Vikas Katoch: The advertising industry is undergoing a monumental shift. Traditional TV is on the decline, digital ads are getting overcrowded and brands are looking for a way to reach audiences without ad fatigue. That’s where CTV (Connected TV) advertising steps in, delivering premium, high-impact ad experiences with the precision of digital targeting.

If you’re not leveraging CTV, you’re missing out on the most engaged audiences with the highest conversion potential.

Why is CTV gaining such massive traction?

Dr. Vikas Katoch: The shift to CTV is driven by three major factors:

The Major Decline of Traditional TV: Viewers now prefer on-demand content, streaming platforms and connected devices over cable TV.
Ad Fatigue in Digital Spaces: Social media and web ads are oversaturated, leading to low engagement and high ad blindness.
Precise Audience Targeting: Unlike linear TV, CTV allows brands to target users based on demographics, behaviors and interests, making ad spending more efficient.

What’s Unique About CTV Advertising?

Dr. Vikas Katoch: CTV advertising is revolutionizing the way brands engage with their audiences. Unlike traditional TV’s broad reach with no precision or digital ads lost in clutter. CTV strikes the perfect balance, combining the impact of television with the precision of digital targeting.

But what truly sets CTV apart?

Dr. Vikas Katoch: CTV advertising is more than just a trend, it’s a transformational shift in how brands connect with audiences.

1. CTV allows brands to adjust campaigns in real time, optimizing budgets, creative strategies and targeting based on live performance data. This enables data-driven decision-making that maximizes ROI.

2. Unlike linear TV which broadcasts ads to a general audience, CTV leverages AI-driven audience segmentation to deliver highly relevant ads to the right viewers. This helps in reducing wasted ad spend and improving engagement rates.

3. One of the biggest challenges with traditional digital advertising, especially on platforms like YouTube and social media is that users can skip, scroll past or completely ignore ads. CTV changes the game.

Unskippable ads ensure 100% visibility.
CTV ads appear alongside top-tier streaming content, enhancing brand perception and credibility.
Ads on CTV are viewed on large TV screens rather than mobile devices, creating a more immersive and memorable experience.

4. The power of CTV doesn’t stop at the TV screen. With cross-device retargeting, brands can re-engage viewers on their smartphones, tablets and desktops, creating a cohesive and seamless advertising experience.

For example, a user watching an ad on CTV can later receive a personalized offer on their phone, reinforcing the message and driving action.

5. The future of advertising is interactive and CTV is leading the charge. New formats, such as:

Shoppable ads with QR codes allow viewers to purchase instantly.
Click-to-action overlays direct users to websites or apps.
Voice-activated ads for smart TVs and streaming devices enables direct engagement without a remote.

6. Unlike traditional TV where measuring ROI is challenging, CTV provides clear attribution models. Brands can easily track:

How many users watched the ad fully?
How many engaged or took action?
Post-view conversions, including website visits and purchases.

If I have to summarize, CTV isn’t just another ad channel, it’s a game-changer that combines the best of television and digital marketing. It gives brands an unparalleled opportunity to connect, engage and convert their target audience effectively.

Where is CTV advertising heading in the next 3-5 years?

Dr. Vikas Katoch: Great question! Here are a few predictions on CTV advertising based on current industry insights.

1. CTV will overtake traditional TV and streaming services will dominate ad budgets.

2. AI and predictive targeting is on high demand. No wonder, Ads will be tailored in real-time based on user behavior and preferences.

3. Shopping directly through TV ads will become mainstream giving rise to CTV commerce.

4. Brands will seamlessly track conversions from CTV to mobile or desktop giving new dimension to cross-device tracking.

5. If we think streaming is going Ad-free? Well not! Even paid streaming platforms are embracing ad-supported models, ensuring CTV advertising remains a powerful way to reach audiences.

Busting the Myth: Is CTV expensive? Is it only for large brands?

Dr. Vikas Katoch: Absolutely not! CTV is for everyone. Whether you’re a startup, mid-sized business or a global brand, CTV offers scalable solutions that fit your budget.

Unlike traditional TV where you pay for blanket reach, CTV lets you pay only for targeted impressions which means better efficiency, lower waste and higher conversions.

What Sets Adomantra Apart in the CTV Advertising Space?

Dr. Vikas Katoch: CTV advertising is no longer a ‘nice to have’, it’s a necessity. But simply running ads on CTV isn’t enough. Brands need a partner who can make those ads work smarter, deliver real ROI and cut through the noise. That’s exactly where Adomantra stands apart.

At Adomantra, we don’t follow industry trends, we create them. Unlike many players in the CTV space who rely on standard ad placements, we engineer hyper-personalized, high-impact campaigns that bring results beyond just impressions and clicks.

For example, a leading multi-specialty hospital chain partnered with us to drive patient awareness and appointment bookings through CTV advertising. The challenge? Low patient engagement and ineffective digital ad campaigns that failed to convert.

By leveraging hyper-targeted CTV ads and a multi-screen strategy, we delivered game-changing results:

3x ROI which means every ?1 spent on CTV ads resulted in ?3 in patient revenue. Commendable, right? But here’s more!
52% higher engagement
25% more walk-ins
20% lower CPA

That’s the power of precision-driven CTV advertising, turning awareness into action and maximizing every ad dollar.

But here’s the catch! The success of your CTV campaigns depends entirely on the agency you choose. With the right partner, CTV can be a game-changer. With the wrong one, it’s just another ad spend.

Final Word from Dr. Vikas Katoch: The Window of Opportunity Won’t Stay Open Forever

The advertising landscape is shifting faster than ever. Traditional methods are losing their grip, and brands that fail to adapt will inevitably fall behind. CTV is not just an alternative, it’s the future. It’s where audiences are, where engagement is real and where ROI is undeniable.

But here’s the reality, this golden phase won’t last forever. As more brands enter the CTV space, competition will drive up costs and early adopters will have a massive edge.

The question is, will your brand be ahead of the curve or left struggling to catch up? The time to act is now. Choose wisely, innovate fearlessly and partner with experts who know how to make every ad count.

At Adomantra, we turn potential into performance and opportunities into possibilities.

Don’t hesitate! CALL US FOR FREE CONSULTATION

We will be happy to help you scale your business to the next level!