Advertisers prioritise CTV ad campaigns as viewer response grows: Google

YouTube, an online video-sharing platform under Google, is the most-watched streaming service on connected television (CTV) in India and Japan. As a result, an increasing number of advertisers are prioritising building CTV advertisement campaigns into their media strategies due to positive responses from viewers, said Dan Taylor, vice-president, global ads, Google, in a virtual media roundtable.

In India, 85 per cent of viewers prefer watching YouTube on CTV rather than linear TV, as per data shared by Google. Over 50 per cent of YouTube CTV viewers in India have a content watch time of 21 minutes or longer, the data stated.