AD Agencies
CTV advertising set to dominate in 2025 with precision and power
MUMBAI: Is your ad budget ready for the CTV revolution?
Connected TV (CTV) is not just the future—it’s the now of advertising. With global CTV ad spending reaching a jaw-dropping $1.6 billion, brands are tuning in to the platform’s unparalleled ability to engage audiences. In southeast Asia, where digital adoption often outruns the global pace, CTV is rewriting the advertising rulebook, making ads smarter, sharper, and more effective.
But here’s the question: Are brands leveraging its full potential, or are they still stuck in the ad-tech past?
Let’s be honest—nobody likes juggling multiple dashboards. Unified CTV platforms are solving this age-old problem by offering one dashboard to rule them all. Brands can now manage campaigns across apps, FAST channels, streaming devices, and OEMs in one place. Imagine reaching diverse audiences seamlessly without breaking a sweat.
Isn’t it time advertisers swapped chaos for convenience?
Programmatic CTV integration is the superhero we didn’t know we needed. By targeting audiences based on device type, resolution, geography, and even interests, advertisers can tailor their campaigns to perfection. Real-time adjustments mean your ad isn’t just out there; it’s out there for the right person at the right time. And the cherry on top? You’re focusing your budget on high-performing inventory, maximising reach while keeping costs in check.
Pro tip: Ads don’t need to scream; they need to resonate. Are yours doing that?
In southeast Asia, the demand for premium ad spaces is skyrocketing. Why? High-quality, unskippable ads on trusted platforms elevate a brand’s persona. They’re not just grabbing attention; they’re holding it. Think of it as the difference between shouting into a void and having a meaningful conversation.
Fun fact: Ads in premium spaces make consumers linger longer and trust deeper. Isn’t that what every brand wants?
Short-form videos are no longer a trend; they’re the backbone of modern advertising. With an annual growth rate of 10.04 per cent and a projected market volume of $145.8 billion by 2028, these snackable formats are the ultimate attention grabbers. Perfectly suited for CTV, they allow brands to make a quick, emotional connection.
When was the last time you watched a long-form ad and didn’t hit skip?
Here’s where it gets exciting. Advertisers are moving beyond old-school metrics like viewability and focusing on customer lifetime value (CLTV), purchase intent, and brand loyalty. It’s not just about being seen—it’s about being remembered. By leveraging data insights, brands can craft ads that genuinely resonate, boosting long-term ROI and creating loyal customers.
In a world drowning in ads, would your brand’s message float or sink?
CTV isn’t just another channel; it’s the channel. From programmatic precision to premium ad spaces and evolving metrics, the platform is transforming how brands connect with consumers. And in regions like Southeast Asia, where digital trends accelerate at breakneck speed, CTV advertising is poised to deliver unparalleled ROI and build lasting brand equity.
Inputs by Edo Fernando, Country Head, Indonesia, Xapads Media.
AD Agencies
AdTrust Summit 2026 to examine trust, AI and Gen Alpha in advertising
Two-day summit in Mumbai to explore ethics, regulation and the future of advertising trust
MUMBAI: At a time when advertising is navigating a delicate trust deficit, the Advertising Standards Council of India is preparing to bring the industry to the table. On 17 and 18 March, the body will host the inaugural AdTrust Summit 2026 in Mumbai, a two-day gathering designed to spark conversation around responsibility, regulation and credibility in modern advertising.
The summit, to be held at the Jio World Convention Centre in Bandra Kurla Complex, will bring together leaders from advertising, media, technology and policy to examine how brands can build trust in a marketplace increasingly shaped by algorithms, influencers and artificial intelligence.
In an age of deepfakes, dark patterns and blurred lines between content and commerce, the question is no longer just how brands capture attention, but whether audiences believe what they see. The AdTrust Summit aims to unpack that challenge.
Day one will turn its attention to the youngest digital natives. Titled Decoding Gen Alpha, the session will unveil ‘What the Sigma?’, a study by ASCI and Futurebrands Consulting that explores how children growing up in a hyper-digital environment encounter advertising and commercial messaging.
The report presentation will be delivered by Santosh Desai, founder and director at Think9 Consumer Technologies and a social commentator known for his insights into consumer behaviour. The discussion that follows will attempt to decode how Gen Alpha consumes media, interacts with brands and navigates the growing overlap between entertainment and marketing.
In a move that mirrors the subject itself, two Gen Alpha students will also join the conversation, offering a rare perspective from the generation advertisers are trying to understand.
The second panel of the day will shift the focus from observation to implication, asking what the report’s findings mean for brands, agencies and society. Speakers include Karthik Srinivasan, communications strategy consultant; Preeti Vyas, president at Mythik; and Abigail Dias, associate president planning at Ogilvy. The session will be moderated by Sonali Krishna, editor at ET Brand Equity.
Day two moves from insight to regulation. Under the theme From Compliance to Trust, ASCI will release its Ad Law Compendium, a comprehensive guide to India’s advertising regulations.
The day will open with a keynote by Sudhanshu Vats, chairman at ASCI and managing director at Pidilite Industries, followed by a chief guest address by Sanjay Jaju, secretary at the Ministry of Information and Broadcasting.
Legal experts from Khaitan & Co., including Haigreve Khaitan, senior partner, and Tanu Banerjee, partner, will present an overview of the current advertising law landscape in India and examine whether existing frameworks are equipped to deal with emerging technologies and formats.
Subsequent panels will explore issues increasingly shaping the industry’s ethical compass. Conversations will range from the limits of persuasive design and the rise of dark patterns, to the growing scrutiny brands face from digital creators and consumer watchdogs.
One session will also feature Revant Himatsingka, widely known online as the Food Pharmer, whose critiques of packaged food brands have sparked debate around transparency and corporate accountability.
Later discussions will turn toward media literacy among Gen Alpha, asking how children can be equipped to navigate a digital world where gaming, content and commerce are becoming indistinguishable.
The summit will conclude with a final panel on the future of advertising, bringing together voices from agencies, legal circles and technology platforms to discuss how innovation, intelligence and integrity can coexist.
For an industry built on persuasion, trust has always been its quiet currency. But as audiences grow more sceptical and digital ecosystems more complex, that currency is under pressure.
Events like the AdTrust Summit suggest the advertising world knows it cannot afford to take credibility for granted. The real challenge now is turning conversation into commitment.
