CTV & retail media synergy triggers ad spend boom

In the ever-evolving landscape of Indian advertising, where digital is now indisputably king and kingmaker, the convergence of two relatively new segments, retail media and Connected TV (CTV), is reshaping how brands engage with consumers. This synergy is driving unprecedented growth in CTV adoption and ad spend.

The rise of retail media platforms like Flipkart, Amazon, and Reliance Retail has created a treasure trove of first-party consumer data, boosting India’s retail media market. This wealth of information is now being leveraged to supercharge CTV advertising, enabling brands to deliver highly targeted, personalised campaigns that resonate with viewers on a deeper level.

The latest industry reports underscore the explosive growth of CTV in India. According to the Pitch Madison Advertising Report 2025, CTV ad spends in India are projected to reach up to ?3,000 crore by the end of 2025, representing a 40% year-on-year growth. The report also highlights that CTV now accounts for 18% of total digital video ad spends, up from 12% in 2024.

Nikhil Kumar, Chief Growth Officer at Affle, highlights the unique appeal of CTV in this new ecosystem, saying, “CTV's appeal lies in its ability to combine premium, full-screen storytelling with measurable performance outcomes. Unlike linear TV, CTV lets brands retarget high-intent shoppers who have already engaged with retail media ads, reinforcing messaging and nudging them toward conversion.”

The shift from traditional linear TV to CTV is supported by data from LG Ad Solutions and iSpot, which shows that reallocating just 6.3% of TV impressions from Linear TV to CTV can improve reach, balance frequency, and increase conversion rates. Top-performing brands are already allocating 23.7% of their impressions to CTV, indicating significant room for growth.

This industry sentiment is echoed by Amita Srivastava, Vice President – West at Carat India, who points out the factors driving this shift. “Retail media platforms gather vast amounts of first-party consumer data. Integrating this data with CTV ads enables precise audience segmentation, allowing brands to serve personalised, relevant ads. This approach maximises ad spend efficiency by increasing engagement,” she says.

The Dentsu e4m Advertising Report 2025 reveals that CTV penetration in India has surged to 70 million households, with an average viewing time of 2.5 hours per day. The report predicts that by 2026, 35% of all TV ad budgets in India will be allocated to CTV, driven by its superior targeting capabilities and measurable outcomes.

The integration of commerce and entertainment is a key driver of this trend. Srivastava notes, “With the rise of CTV consumption, retail platforms can merge entertainment with shopping experiences. Personalised ads, powered by retail media insights, reflect users’ shopping interests and purchases, creating a direct link from ad viewership to consideration and sales.”

This seamless integration is evident in collaborations between retail giants and CTV platforms. Amazon's integration with Prime Video and Fire TV allows for shoppable ads and one-click purchasing, while Reliance Retail's partnership with JioTV and JioFiber bridges online retail with CTV viewership through targeted ads directing users to JioMart.

Flipkart's collaboration with OTT platforms like Disney+ Hotstar enables programmatic and interactive ads, allowing viewers to shop directly from personalised advertisements. Tata CliQ has taken a unique approach by partnering with OTT platforms to integrate shoppable content within lifestyle shows, targeting affluent households with luxury products. These partnerships are not just changing how ads are delivered but are fundamentally transforming the consumer journey from discovery to purchase.

According to GroupM's This Year, Next Year report, retail media spending in India is set to cross ?12,000 crore by 2025, growing at 25% CAGR, to an audience that is expected to reach close to, if not over, 60 million CTV households by the end of this calendar year.

Tejas Maha, Group Head - Media at White Rivers Media, emphasises the power of these collaborations, noting, “By integrating retail media data with CTV's reach, brands can create highly relevant campaigns tailored to specific demographics. Successful examples include festive campaigns or premium ad placements on platforms like Disney+Hotstar (now JioStar), which resonate with culturally aligned audiences.”

The ability to measure and attribute sales to CTV advertising is a game-changer for brands. Rupak Ved, Chief Business Officer at LS Digital, explains, "With CTV integrated into retail media platforms, brands can retarget shoppers, track engagement and conversions, and make TV ads more personalised and interactive.”

The technology driving this integration is becoming increasingly sophisticated. Kumar Affle describes their Household Sync technology, saying “Brands can seamlessly extend their retail media campaigns across all household screens, ensuring that a user who browses a product sees a highly relevant ad on their CTV, and later receives a follow-up on their mobile device, driving them toward purchase.”

This cross-device intelligence is not only improving engagement but also solving long-standing attribution challenges. Kumar adds, “When combined with CTV, brands can measure footfall uplift, online-to-offline conversions, and in-store impact with higher accuracy.”

As brands navigate this new landscape, they're finding that CTV offers unique advantages for reaching high-value consumers. Srivastava points out, “In India, affluent and tech-savvy audiences are more likely to consume content via CTV, making it an essential platform for reaching high-value consumers.”

The future of advertising in India is clearly moving towards a more integrated, data-driven approach. Ved concludes, “The way forward is clear, CTV, retail media, and performance marketing are coming together into a seamless, omnichannel ecosystem. Brands that integrate these strategies today will unlock highly engaged audiences and measurable business growth.”