Samsung Ads: 30% of India large-screen budgets now go to CTV
Samsung Ads’ Nishit Kanchan says CTV clients grew from 300 to 450 in India this year, on track for 600, as budgets shift from linear. Measurement stays fragmented, but programmatic already covers half of Samsung’s CTV mix.
Why it matters. Advertisers now shift roughly 30% of large-screen budgets away from linear TV toward CTV as a standing line item rather than a test spend.
Signal from storyboard18.com · Chehneet Kaur · read the original.
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