IPTV
Fashion sizzles on CTV with 97 per cent ad completion rate: VDO.AI report
MUMBAI; Viewers in India are tuning in and staying glued to fashion ads on connected TV, with a staggering ~97 per cent video completion rate, according to a new report from adtech player VDO.AI. The study, released on 4 July, reveals that fashion brands are reaping the benefits of immersive, distraction-free CTV formats, with advanced formats like DCO and API-triggered ads powering 67 per cent of top-performing campaigns.
Fashion storytelling is thriving in CTV’s premium environments, particularly in southern cities. Bengaluru, Chennai, Hyderabad and Goa are leading the charge, posting an 87 per cent higher engagement rate compared to their northern counterparts, including Delhi and Jaipur.
VDO.AI co-founder & chief executive Amitt Sharma said: “CTV represents the convergence of cinematic storytelling capability with precision target ing that fashion brands require. Such a heightened completion rate validates our thesis that when content quality meets the right viewing environment, consumer engagement follows naturally. We are sure these insights will help fashion marketers make the right decision to move beyond traditional impression-based campaigns toward more sophisticated storytelling approaches that build emotional connections with consumers.”
Co-founder & chief technology officer Arjit Sachdeva pointed to the visual appeal of CTV for fashion campaigns. “CTV provides a high-quality, distraction-free, full-screen experience, especially powerful for a visually driven category like fashion.,” he explained. “As a result, fashion brands are increasingly leveraging advanced CTV advertising formats to create shopping-like experiences. Interactive elements such as CTV carousel ads and store discovery units are enabling viewers to explore collections and brand offerings without leaving their screens, mimicking the intuitive browsing behaviour familiar from social media and e-commerce
platforms.”
As fashion advertisers chase performance over reach, VDO.AI’s latest data signals a fundamental shift—CTV is no longer just for awareness; it’s driving real engagement, brand recall and intent.
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