Inside CTV’s explosion: How brands are leveraging immersive storytelling and data

Right now, CTV in India is still heavily skewed towards branding, and for good reason—it offers high-impact, full-screen, non-skippable ad formats that are ideal for storytelling and brand recall. It’s become a go-to for auto, FMCG, and tech brands looking for premium, top-of-funnel visibility. But performance is slowly entering the picture. With the rise of shoppable content, QR code integrations, and better device-level targeting, we’re starting to see early-stage performance use cases emerge.

A significant challenge remains: the lack of standardized third-party measurement for CTV. Performance reporting relies heavily on platform-specific data.

Electronics manufacturing surges 5X to Rs 11 lakh crore; exports cross Rs 3.25 lakh crore mark: Ashwini Vaishnaw

The minister highlighted that VVDN’s new facility is designed for high-volume, complex product assembly, including AI servers, networking gear and large-scale PCBs, the SMT Line boasts a remarkable throughput of 250,000 components per hour.

Exports have also multiplied 6 times, breaching the Rs 3.25 lakh crore mark. This growth, driven by progressive policies and a push for indigenous capability under ‘Make in India’ and ‘Atmanirbhar Bharat’.

Short-form video is no longer a trend; it’s the norm, says Tata Motor’s CMO Shubhranshu Singh

“Thanks to influencer collaborations and short-form videos, we can communicate quickly, repeatedly, and effectively with our audience,” Singh said.

“The world of short-form videos is the mainstream. It is not a subsidiary stream. A pragmatic marketer must deal with the world as it exists, and even more so as it will shape up to be,” Singh said.

Netflix targets 2x ad revenue growth in 2025

With a user base surpassing 300 million globally, Netflix is now aiming for $11.04 billion in revenue in Q2, and up to $44.5 billion by year-end, underscoring its confidence in a diversified and evolving business model.

The platform posted $10.54 billion in revenue for the first quarter of 2025, a healthy 12.5% jump from last year.

WAVES to link creators, content buyers and global markets: Ashwini Vaishnaw

He highlighted the government’s support for the expanding creator economy and said Prime Minister Narendra Modi has openly recognised the contribution of digital creators in building India’s image globally.

He highlighted the government’s support for the expanding creator economy and said Prime Minister Narendra Modi has openly recognised the contribution of digital creators in building India’s image globally.

Sam Altman says politeness to ChatGPT costs millions, but worth it

Altman made the remark on X, after a user jokingly asked how much the company loses in electricity costs due to users being overly polite. His response? “Tens of millions of dollars well spent.” He also added, “You never know.”

Altman made the remark on X, after a user jokingly asked how much the company loses in electricity costs due to users being overly polite. His response? “Tens of millions of dollars well spent.” He also added, “You never know.”

MIB’s Sanjiv Shankar transferred ahead of WAVES; Prabhat named Additional Secretary in I&B Ministry

MIB advisory, issued on April 22, references a Delhi High Court order which underscores the importance of making digital content accessible to PwDs.​

The government has appointed senior bureaucrats Sanjiv Shankar and Prabhat to additional secretary roles in a significant administrative reshuffle. Shankar was pivotal in the organisation of the upcoming WAVES event.