As Connected TV (CTV) adoption increases in India, advertisers and agencies are encountering new challenges in campaign planning and execution. At the third edition of the e4m Connected TV Conference, Russhabh R Thakkar, Founder and CEO of Frodoh, outlined how his company is attempting to streamline this process through a data-driven platform.

Thakkar, a digital advertising professional with over a decade of experience, began his career as a media planner and later managed marketing spends exceeding Rs 1400 crore. He launched Frodoh six years ago with the aim of addressing complexities in digital advertising, particularly in Connected TV (CTV), digital out-of-home, and retail media.

According to Thakkar, “Fifty million households are already on Connected TV (CTV) and the next wave is coming fast.” He explained that around 10 per cent of India’s 500 to 600 million smartphone users form the digital consumption audience, and these users are increasingly turning to smart TVs for content consumption. This number is expected to reach 100 million in the next few years. Current annual advertising spend on Connected TV (CTV) is estimated to be around Rs 6000 crore.

While audience migration is evident, planning methods have not kept pace. Thakkar said that “planning used to be intuitive and tedious, now it needs to be instant and informed.” Traditional media planning often relied on guesswork and manual processes. Even with more data available, planning remains time-consuming and fragmented due to the variety of platforms and devices involved. Frodoh’s solution is a planning tool that “gives you a media plan in less than one minute.”

The tool has been trained on data from roughly six thousand campaigns, including both successful and unsuccessful ones. Users begin by entering campaign details such as objectives, target geographies, age groups, timelines, and budgets. The system then suggests appropriate audience cohorts and channel options. Users can edit these cohorts or input their own before exporting a consolidated plan.

Thakkar also noted that the definition of Connected TV (CTV) has expanded beyond OTT services. “Connected TV (CTV) is not just OTTs, it’s also FAST. That’s moved beyond broadcasters, because broadcasters also realize that, hey, there are cord cutters.” With increasing cord-cutting, broadcasters have started offering free ad-supported streaming options and forming partnerships with device manufacturers. Frodoh’s platform includes these developments when recommending media channels.

A key challenge in Connected TV (CTV), Thakkar said, is reporting. Advertisers often receive fragmented data from different platforms, with limited insight beyond impressions or clicks. “Reporting has always been a black hole. An advertiser has to deal with multiple platforms, multiple formats, multiple devices now.” The platform aims to consolidate reporting and offer detailed analytics such as performance by time of day or platform. Reports can be downloaded in presentation format to reduce manual processing.

He underscored that this growth is accompanied by a rise in TV consumption, as viewers increasingly enjoy the more immersive and relaxing experience of long-form content.

In a conversation with Marketing Mind, Thakkar explained, “This preference for extended formats, which provide a superior audiovisual experience, is evident as viewers are more inclined to engage with ads. The familiarity of TV advertising, coupled with the prevalence of ads on platforms like YouTube TV, underscores this trend. Additionally, AVOD audiences are expanding, and OTT platforms are responding by continuously delivering engaging content to keep viewers connected.”

He pointed out that the rise of Connected TV (CTV) penetration in the Indian market can be largely attributed to increased internet access, alongside the growing affordability of TVs. With smart TVs now available from as low as Rs 12,000, and high-end models reaching Rs 20,000 to Rs 10 lakh, televisions are becoming both affordable and a sought-after experience for consumers.

“The awareness surrounding digital platforms is also expanding, as more people understand that major events like the IPL are being streamed on JioCinema and the World Cup on Disney+ Hotstar. With this, audiences across different markets are realising the advantages of streaming, especially with multilingual content and access to various events, such as the Olympics, where viewers can seamlessly switch between different sports. This evolution is driven by the collaborative efforts of manufacturers, OEMs, OTT platforms, and internet penetration, all of which are fueling the growth of Connected TV (CTV) advertising,” Thakkar stated.

While briefly narrating the story behind the launch of Frodoh World and its evolution since its inception, he said, “Our platform is continuously evolving, with daily updates enhancing its capabilities. For example, we recently introduced two new features, viewability and completion metrics. These features enable users to predict viewability rates and completion levels more accurately.”

Reflecting on his background, Thakkar elaborated that he previously worked as a Media Planner at a leading digital agency. This role provided him with extensive experience across different categories and digital media expenditures. At that time, he observed a significant shift as many offline clients began transitioning to digital platforms, which was a valuable learning experience.

“In response to the need for more engaging advertising, we launched a company dedicated to creating interactive and immersive ad formats. Our focus was on developing ads that capture user attention and stand out from conventional banner and video ads. Initially, we charged based on cost per engagement, a model that proved effective as engagement scores were high. This was particularly significant during an era when click-through rates (CTR) were the primary measure of campaign success. Over time, while the market evolved, our offering remained a key element in clients’ media plans,” he said.

“Last year, as we ventured into the connected TV (CTV) space, we identified crucial trends in digital out-of-home, retail media, and CTV space. Recognising their significance, we anticipated their potential impact on the market. Our foresight and strategic investments have since proven advantageous,” he added.

Furthermore, he mentioned that currently, they are focused on developing their platform for TV and retail media. Their strategy involves integrating CTV purchases with retail media outreach and converting these engagements through digital media and out-of-home channels. This cohesive approach is generating significant excitement among their clients.

While explaining the ways in which Frodoh World tailors its audience solutions to cater to the diverse needs to various sectors within the Connected TV (CTV) advertising space, he explained that when one switches on a Connected TV (CTV), the initial apps they encounter tend to be less fragmented compared to mobile devices, where numerous apps cater to a variety of functions. On a TV, one is likely to see familiar names like YouTube, a few prominent OTT platforms, and music services such as Amazon Music, JioSaavn, and Spotify.

“To address fragmentation, our approach differs from competitors. We have taken a proactive strategy by developing our own supply chain. We have partnered with over 196 OEMs and integrated with more than 46 OTT platforms, including several regional services. We also feature popular regional options, such as a prominent service in Gujarat, and other emerging platforms. This strategy ensures that viewers can find content that suits their preferences, even if it’s a bit delayed, like capitalising on the popularity of shows such as Mirzapur several months after their release,” he said.

Furthermore, he went on to say, “Our media strategy also takes into account that users often switch between platforms based on their viewing needs. For instance, a user might travel across OTTs. Recognising this, we plan our media strategy to accommodate these shifts and maximise engagement across different platforms.”

Thakkar pointed out that when it comes to advertisers, they generally do not see Connected TV (CTV) as a challenge, as they are already accustomed to TV and YouTube advertising. So, it’s a natural progression for them to leverage Connected TV (CTV) to reach users. However, the current challenge lies in raising awareness about CTV’s potential. Many digitally savvy audiences try to engage with traditional linear TV.

“Brands, whether digital-first or traditional with new digital products, need to reach people like us through platforms like YouTube or OTT, as that’s where we consume content. With the rise in cord-shavers, along with the growth of FAST channels, advertisers must understand why Connected TV (CTV) is being viewed as the next major platform. Advertisers have long recognised that the bigger the screen, the greater the impact,” he said.

Furthermore, he highlighted that when advertising on FAST channels, advertisers can leverage these platforms during a launch campaign, especially when targeting a slightly older household audience. For instance, individuals aged 45 and above may still prefer navigating. FAST channels offer easy access with just the click of a button, replicating the familiar TV feed.

“Many in this demographic are accustomed to watching shows at specific times. This is where FAST channels come into play, catering to viewers who still engage with traditional channel switching. This mature audience is more likely to engage with these platforms, unlike younger generations who might be more focused on rapid wealth-building strategies. Thus, advertisers targeting this demographic naturally opt for FAST channels. The viewership numbers of FAST channels are steadily increasing,” Thakkar added.

On being asked, with the increasing Connected TV (CTV) usage among millennials and GenZ, what strategies should media planners prioritise to effectively leverage the opportunities presented by this demographic shift, he said, “When you tune into any general entertainment channel (GEC) today, you won’t come across ads from platforms like digital-first brands. This is because digital-first advertisers have a clear understanding of where their audience is consuming content. Media planners have recognised a major shift in audience behaviour, with more viewers now using CTV.”

“These are tech-savvy individuals who make quick transactions, order food online, use media apps, or purchase subscriptions. They are no longer relying on linear TV. Even secondary devices in homes are often connected via Fire Stick or cloud TV. Planners have acknowledged this significant change in content consumption and are now focusing on engaging audiences when they are most immersed,” he added.

Thakkar also explained how artificial intelligence (AI) is transforming the targeting and personalization of CTV ads today. He explained that AI gives a fresh perspective on how to target audiences- some might align well with specific content, while others might not.

“For instance, a client might assume their digital audience only includes those interested in organic food. However, AI might suggest an unexpected audience that initially seems irrelevant but could turn out to be highly effective. Experimenting with targeting offers new insights into what may work, leveraging historical data to predict outcomes within a category. This is how we integrate our technology to enhance results,” he added.

Thakkar concluded by outlining key milestones that Frodoh World aims to achieve in the coming years, emphasising, “Our top priority this year is launching our retail media Connected TV (CTV) platform as soon as possible. After that, we aim to continue developing the SSP side of our business. Additionally, we are focused on building a fantastic team of top talent to provide exceptional service to all advertisers in the market. By the end of March 2025, our goal is to establish a presence with every major advertiser across all categories.”

Impressions are easy. Outcomes aren’t. Connected TV (CTV) has outgrown its role as the digital counterpart of linear television. It’s now a performance-driven channel that blends reach with measurable impact. Every view now carries intent signals- what was watched, paused, skipped, when, and where. But the game changes when those signals are paired with actual consumer behaviour such as store visits, online searches, purchases, loyalty sign-ups. 

This is no longer just top-of-funnel storytelling. It’s precision media, anchored in accountability. Today, brands can map specific creatives to actual product movement in specific markets. The most forward-thinking advertisers are now building media plans in reverse starting from business outcomes, mapping them to consumer behaviours, and only then to impressions.

This evolution is being enabled by a new wave of data partnerships. Once niche and technical, clean rooms are becoming foundational. They allow brands to securely connect their first-party data with viewing behaviour without compromising user privacy. The result? Sharper attribution. Not just who watched what, but what they did next.

This level of clarity is redefining campaign collaboration. It’s no longer just media planners and buyers at the table- CRM teams, analytics leads, and revenue owners are now core to strategy. Because media delivery alone is no longer the goal. It’s about capturing and responding to customer signals with creativity that converts.

On the creative front, the shift is equally significant. Repurposing 30-second linear TV spots for CTV is a missed opportunity. Today’s Connected TV (CTV) creatives can be adaptive and tailored by geography, audience profiles, and even content context. They can be interactive, product-aware, and personalized. A fitness brand, for example, doesn’t have to guess when someone might want a protein shake, it can deliver the offer during the right content, at the right moment, in the right market. Every creative is now a testable hypothesis. Built not just for aesthetics, but for feedback. The real metric isn’t just recall but its response.

Still, the ecosystem isn’t seamless. Measurement remains fragmented. Platforms operate in silos. While there’s a growing demand for standardisation, consensus is lacking. In the meantime, brands are engineering their own attribution stacks linking media exposure to CRM signals, website traffic, and offline sales. 

It’s manual, but mission-critical. The most progressive brands aren’t waiting for universal dashboards. They’re building bespoke systems that mirror their unique customer journeys. The real edge lies with partners willing to collaborate at the data layer. The ones who do not just promise transparency, but actually engineer for it. In India, that transparency must also account for cultural nuance. Connected TV (CTV) consumption here isn’t homogenous. A family in Indore and a couple in Gurugram may stream the same app, but their preferences, language choices, and content habits vary drastically. Regional diversity, shared devices, and multilingual viewing behaviours demand a more sophisticated lens.

Campaigns that overlook this are simply squandering reach. Those that succeed are treating viewing patterns not as static metrics, but as dynamic maps of consumer intent. In this landscape, success isn’t just defined by who you reached- but by what they did next, and how precisely you predicted it.

Connected TV (CTV) is no longer just a media buy. It’s a behavioural blueprint. And the brands that embrace this shift will lead the future- while others keep chasing impressions that don’t convert.

Closer home, Frodoh World is an adtech company headquartered in New Delhi, founded in 2020, which has evolved since its beginning, much like Frodo did when he left the Shire.

“I started out as a media planner-buyer; I came into Isobar in 2014-15. That is when I started working on the Mondelez account along with many heavy offline accounts. And that’s where I learnt a lot about TV, TV Plus, and a lot of integrated media planning. I did my stint for a couple of years and then wanted to start something of my own,” reminisces Thakkar.

“We initially started out as an interactive, engaging immersive ads company, competing with many in the market. So it always stayed a challenger brand in that space. We were late to the party and the market sort of saturated,” he adds.

That’s when Frodo decided to take a different route and focus on the NEXT big things that may happen in India as a market, wherein they picked up three: retail media, digital out of home (dOOH) and Connected TV Connected TV (CTV).

“Connected TV is now the champion product for everyone and everyone who wants to be on Connected TV can put it as the oldest screen that’s turned new again. We also did a little bit of analysis, and found our competition was predominantly global. Having a planner background, we realized that if we create a niche Indian-centric inventory SSP, we’ll be able to work with almost any advertiser or agency in the market.”

And as the oldest screen has turned new again, Frodoh has found a path.

“We’ve all grown up watching TV all of us, before we even had a handheld. Many of us came into the 10th or 12th, when we first got the hang of the phone. Maybe for some Gen Z’s and millennials it was slightly earlier. But then ads that have been viewed on TV are not as intrusive as anywhere else,” notes Thakkar

While you may be waiting for the skip button on your phone, with consumption on the mobile being far more fragmented, wherein one has 20 apps on the phone, TV, at least before the Connected era, was mainly passive viewing. That is no longer the case, meaning companies like Frodoh have plenty of grist for their mill.

Similarly, as digitally driven OOH has become more ubiquitous, and we move towards device interoperability, Frodoh has been exploring the space, quite literally, with several brands and advertisers. Which brings us to the third of this trilogy, if you will. “In the next three months we will also launch a retail platform, which is in the retail media space, where on one platform you will be able to buy unified first party audiences across a couple of apps that we are partnering with,” says Thakkar. So watch this space for more.

India’s advertising landscape is undergoing a dramatic shift and evolution with Connected TV emerging as a powerful innovative force. Beyond mere statistics, this transformative growth and heightened audience engagement, fundamentally alters how brands connect and interact with Indian consumers.

Connected TV (CTV): Captivating the Living Rooms

Connected TV (CTV) is leading the charge in this advertising revolution. A staggering 65% of Indian households have ditched traditional cable and DTH connections, opting for Smart TVs, Fire Sticks, and internet-enabled set- top boxes according to Dentsu India Media & Entertainment Report, 2023. This shift in viewing habits creates strategic opportunities for advertisers. With families dedicating an average of three hours daily to their Smart TVs, prime time slots like dinner where 74% engage in shared viewing experiences become highly valuable. Connected TV (CTV) currently commands a significant 41% share of the OTT space, demonstrably impacting consumer behaviour. A recent study by Magna Global also indicated that 64% of viewers respond to CTV ads, 48% actively search for information after exposure, and a remarkable 33% proceed to make purchases.

A Quantum Leap: India’s Connected TV (CTV) Odyssey

Counterpoint Research indicated that there were nearly 4.5 million Smart TVs shipped in 2023 alone. The future of Connected TV (CTV) in India is hence nothing short of spectacular. This is validated by GroupM Essence Report, 2024 which forecasts CTV to become the nation’s third-largest market, reaching over 46 million households. This meteoric rise is fuelled by a robust internet infrastructure, the proliferation of Smart TVs, affordable content, and a monumental shift in how viewers consume content. This growth isn’t just about numbers; it signifies the deep integration of Connected TV (CTV) into the fabric of Indian homes. The seamless connectivity offered by Connected TV (CTV) is a major factor behind the majority of households now favouring it over traditional options.

Targeted Ad Solutions

Connected TVs offer advertisers a unique platform to deliver targeted ad solutions tailored to specific audience preferences and demographics. By leveraging CTV’s precision targeting capabilities, advertisers can maximize campaign effectiveness and enhance viewer engagement. With screen size targeting, ads can be customized to suit the dimensions of viewers’ screens, ensuring optimal visibility and impact. Language preferences enable advertisers to deliver ads in languages that resonate with viewers, fostering stronger connections. Additionally, Connected TV (CTV) advertising allows for targeting specific audience sizes, whether niche segments or broader demographics, through audience segmentation tools and data-driven insights. This flexibility in targeting, along with features like screen size and language preferences, enables advertisers to create personalized campaigns that resonate with viewers, driving higher engagement and brand recall. As the Connected TV (CTV) landscape continues to evolve, forward-thinking advertisers will capitalize on these capabilities to deliver impactful ad experiences that foster meaningful connections with Indian audiences.OEMS: Precision Engineers of the Connected TV (CTV) Landscape and High-Impact Inventory Gatekeepers

The fragmented nature of Connected TV (CTV) advertising is undergoing a metamorphosis with the entry of Original Equipment Manufacturers. These tech titans are more than just hardware providers; they’re becoming architects of Connected TV (CTV) precision, wielding a powerful toolkit of innovations like interactive ad formats and data-driven audience segmentation.

These high-impact inventory options, combined with the previously mentioned programmatic ad buying, data & measurement tools, and inventory management, empower advertisers to create truly impactful Connected TV (CTV) campaigns. They can reach a wider audience, particularly affluent demographics who may own high-end smart TVs, and deliver highly targeted and personalized ad experiences within the family viewing environment. By leveraging OEM capabilities, advertisers can craft cohesive campaigns that grab attention from the moment viewers turn on their TVs, all the way through to personalized ad experiences within the chosen content.

OEMs are evolving into full-fledged advertising platforms, offering comprehensive solutions that include high-impact inventory.

The future of Connected TV (CTV) promises exciting possibilities. AI-driven recommendation engines, interactive content experiences, and voice- based assistants will offer advertisers an ever-evolving canvas for personalized and engaging campaigns. This, coupled with the projected 13% surge in total TV ad revenue by 2025 as per Magna Global underscores the growing importance of targeted and personalized approaches in Connected TV (CTV) advertising. Regional growth, particularly in High- Service Metro and Tier 2 cities, signifies the democratization of Connected TV (CTV), making it accessible to a wider range of advertisers across India.

What might seem like a drop in the ocean is a huge opportunity for advertisers. The surge TVs getting connected in India is more than just a statistical anomaly; it’s a paradigm shift. Forward-thinking advertisers will adapt to this dynamic landscape, crafting campaigns that resonate with the evolving family-centric viewing habits of Indian audiences.

Thakkar speaks about the growth of Connected TV (CTV), particularly in the Tier 2 and 3 markets of India, and discusses the readiness of news broadcasters to offer CTV-integrated solutions to brands.

He also highlights the innovative solutions Frodoh World offers and outlines the role that Connected TV (CTV) plays in the overall ROI of a marketing campaign. Read on.

How is Connected TV CTV reshaping election coverage compared to Linear TV, and what distinct advertising advantages does it offer for brands?

For Indian election campaigns, Connected TV presents a powerful new avenue beyond traditional television advertising. While reach through TV remains vital, Connected TV (CTV) allows data-driven targeting of ads to specific voter segments across demographics, languages, and geographies – a considerable edge over broadcasting the same messages indiscriminately.

As smart TV and OTT adoption accelerates rapidly in India, interactive Connected TV (CTV) ads enable voters to easily find more information or take actions like joining a volunteer group. Monitoring real-time ad metrics gives campaigns unprecedented ability to optimize strategies midstream.

Though challenges around platform fragmentation and measuring de-duplicated households exist, CTV’s interactive and measurable nature gives it unique potential compared to legacy TV’s limitations.

Savvy election campaigns are recognizing Connected TV (CTV) as a high-impact component of their media strategies to engage India’s mobile-first, digitally-savvy voters effectively.

How are the general elections driving CTV adoption in India, and yes, particularly in Tier 2 and 3 cities?

The general elections this year are providing the much-needed catalyst for Connected TV’s wider proliferation across India, especially in tier 2 and 3 markets. A recent report by GroupM highlighted how Connected TV (CTV) penetration is actually higher in some of these smaller cities and towns compared to the metros.

We are seeing rapid smartphone and data adoption in states like Uttar Pradesh, Bihar, Madhya Pradesh, Rajasthan, fueling consumption of OTT and connected TV content. For political parties looking to authentically engage these audiences, Connected TV (CTV) presents an unmissable opportunity.

They can surgically target voters across specific geographies, languages, and interests with interactive ad experiences crafted around local contexts and nuances. This is a distinct advantage over the one-size-fits-all broadcasting approach of traditional

Moreover, the ability to seamlessly track real-time performance metrics allows campaigns to stay agile and iteratively refine their outreach strategies based on voter response data. This is crucial for establishing credible connections with India’s mobile-first, younger demographics who increasingly seek authenticity over just push advertising.

As data and smartphone usage proliferate further in the hinterlands, Connected TV (CTV) will become an indispensable component of the media mix for political campaigns to engage these audiences through contextual storytelling. The current high-stakes elections could prove to be the inflection point catalyzing CTV’s mainstream adoption for the long haul across India.

How can brands leverage CTV to optimize their campaigns with the personalization that CTV uniquely offers?

Think about it – you could run language-specific ads to establish credibility with regional audiences. Or strategically time creative messaging geared towards women during those daytime viewing windows, and then pivot to speaking more to the male audience in prime time when they may be tuning in.

The geographic targeting is also huge – you can localize the tonality and storytelling for specific constituencies or communities rather than blasting a one-size-fits-all message nationally. And with insights into viewing patterns, you could optimize delivery time bands to catch, say, that youth audience after college hours or rural folks after they are done with the day’s work.

At the end of the day, today’s voters crave authenticity over just vanilla advertising. CTV’s precise targeting lets campaigns craft experiences that feel contextual and nuanced to their lived realities. It’s an opportunity for brands to have those hard-hitting, resonant conversations that could genuinely move the needle.

With CTV adoption surging in India, what customized solutions is Frodoh World offering brands for this general election season?

We have offered a full spectrum election coverage for brands and agencies. Our comprehensive election spectrum news package spans top-tier news publishers on both Connected TV (CTV) and non-TV platforms, ensuring maximum reach and impact.

Whenever individuals access news content through these channels included in our package, they encounter our seamlessly integrated ads, strategically placed with Fixed Commercial Time (FCT) slots and L-bands during key moments such as polling, exit polls, counting, government formation days, and sustained coverage throughout the election period.

We curate time bands during popular shows with peak viewership and prime-time slots, allowing brands to effectively communicate their messages to a diverse audience.

While our inventory commands a premium compared to other high-profile events like Ram Mandir day or budget day, we have prioritized inclusivity by incorporating regional players, dominant publications, and English news channels to cater to every subset of the audience. No more having to manually stitch together a fragmented plan.

We’ve taken that headache off the table for agencies and brands with this unified, turbo-charged election package. Now they can just focus on honing that killer creative message to move the needle.

Moreover, our agency has secured partnerships with numerous brands, and campaigns are already underway. By offering a mass package that streamlines planning and execution, we’re enabling brands to effortlessly capitalize on the immense growth opportunities presented by Connected TV (CTV) and non-TV platforms during this critical election season.

How prepared are the news broadcasters to offer CTV-integrated solutions to brands that want to leverage the CTV medium?

This year, we have seen news channels winning by selling CTV ad space directly, showing they understand its value.

Anything else you would like to add, for instance, on the role that integrating a CTV strategy into a brand’s media plan plays in the overall ROI of the marketing campaign?

Just as traditional TV remains a major source of viewership during elections, the same holds true for Connected TV (CTV). It’s imperative for brands to recognize this heightened viewership and leverage it to their advantage.

During elections, viewers are not only seeking information but are also highly engaged and receptive to brand messaging. This presents a significant opportunity for brands to achieve a strong Return on Investment (ROI) by generating awareness, driving consideration, and even facilitating potential conversions.

Similar to high-profile events like the IPL or other key days, elections command attention and draw large audiences across various platforms, including CTV. Brands that strategically position themselves during this time can capitalize on the heightened visibility and engagement to make a lasting impression on consumers. By staying top of mind during elections, brands can effectively move the needle and influence consumer behavior in their favor.

Frodoh World, an AdTech firm, has appointed advertising and digital stalwart Shamsuddin Jasani as a strategic advisor. Shamsuddin brings a wealth of experience in scaling businesses and driving innovation. His deep understanding of cross-border markets and strategic insights will be instrumental in propelling Frodoh World’s product innovation, as well as local and global expansion efforts. In addition to scaling the business and capitalising on emerging market opportunities, Shamsuddin will help in the teams expansion plans. He will also play a pivotal role in the launch of Frodoh World’s Digital Retail Media platform.

Shamsuddin Jasani last served as chief executive officer at Wunderman Thompson South Asia. He launched Isobar in India in August 2008 and was also a part of the board of Dentsu Aegis Network’s management in India. In addition to being a seasoned industry leader in the advertising and marketing space, he has a long-standing proven track record in scaling businesses and fostering innovation.

Speaking on getting associated with Frodoh World, Shamsuddin Jasani stated, “I am really excited about the work we are doing at Frodoh World in bringing innovation to the ad tech space. Frodoh World is at the forefront of the Connected TV revolution, I am excited about working with Russhabh and his team on not only the Connected TV space but also the Digital Retail Media space and many more such avenues that will revolutionize our industry and our offering to clients.”

Speaking on the development, Russhabh R Thakkar, CEO of Frodoh World, said, “Shams has always been a mentor to me and we believe that his invaluable expertise will catalyze Frodoh’s leadership in Connected TV (CTV)innovation, Digital Retail Media and our overall company growth. With his strategic guidance, we are poised to pioneer groundbreaking advancements in the CTV space and new ventures in Retail Media further solidifying Frodoh World’s position as a frontrunner in the industry.”

Starting April 2024, this addition to the team is poised to bolster Frodoh World’s capabilities, driving its endeavours to the forefront of innovation and facilitating its sustained growth. Known to provide cutting-edge solutions in the Connected TV (CTV) ecosystem Frodoh World is poised for rapid expansion under Shamsuddin’s guidance.

Frodoh World is an experiential content creation platform headquartered in New Delhi. Founded in January 2020 by Russhabh Thakkar, the company offers marketers the tools to create what it says are engaging, interactive, and immersive content experiences.

With a proposition of ‘Don’t just get viewed, get noticed’, Frodoh World entered the space with a commitment to redefining ad viewability and user engagement through ad formats. Their specialties include Immersive and engaging Content Creation, Interactive UI/UX Approach, Mobile Advertising, Rich Media Ad Formats, User-Initiated Ads, and Media Planning and Buying.

Established four years ago, Frodoh World entered the digital advertising scene with a focus on delivering content experiences for brands across premium publishers. The company said that its adaptability is evident in its seamless transition into the Unified OTT space and its recent momentum in the Connected TV (CTV) domain.

The team at Frodoh comprises digital media experts and fosters collaborative and mutually beneficial relationships with clients and agencies. In its pursuit of innovation and global impact, Frodoh World expanded into the bustling APAC market. Recognising the unique dynamics of the Connected TV (CTV) landscape in this region, Frodoh is diligently building a robust CTV technology specifically designed for the Indian market.
Armed with technology, Frodoh World aims to make an impact in the CTV space.

Q. How does the proposition of ‘Don’t just get viewed, get noticed’ set the agency apart from the competition?

The proposition ‘Don’t just get viewed, get noticed’ stemmed from our entry into the immersive and engaging rich media ads space. With diminishing user attention to traditional ads and decreasing CTRs, we wanted to stay ahead of the curve. This approach kept us constantly creative and relevant. In the same way, with CTV and transitions like DOOH, we are solving for attention measurement, which aligns perfectly with our tagline. It’s about not just being seen, but truly standing out and capturing attention in innovative ways.

Q. Frodoh World focusses on retail media, DOOH, and CTV. What progress has been made so far?

We have firmly established ourselves as leaders in the Connected TV (CTV) space—no longer a challenger but a champion in the field. Clients trust us, and we are continuously building on the CTV supply each day. For DOOH, it plays a vital role in creating hyperlocal connections and serves as a digital touchpoint for a brand’s stores, while traditional OOH still holds significant value.

On the retail front, we are working on refining our approach and are bullish on the potential. First-party data, combined with our diverse mobile and CTV supply, will address many challenges. We are looking forward to launching our retail platform around March 2025.

Q. While CTV is in its early days, do you think that India will follow the West and the Asia Pacific in terms of growth trajectory?

Yes, CTV is no longer in its early days. We are already approaching 45 million households and expect this to reach 60 million by 2025. India will follow a similar growth trajectory as the West and Asia Pacific but at its own pace, with unique local nuances. The regional diversity and increasing demand for localised content will play a major role in fuelling significant growth in the Indian CTV market.

Q. What work has gone into tailoring the CTV offering specifically for India?

We have partnered with over 46+ OTT platforms and gained access to more than 100+ OEM CTV inventories. From the first boot screen to FAST channels, our strategic partnerships with OS providers have helped us increase Connected TV (CTV) share in India across varying budgets. We are working diligently to grow CTV’s footprint, ensuring that the offering is tailored to India’s unique market needs and helping brands connect with their audiences effectively.

Q. Kindly offer examples of work done with brands to offer immersive ad experiences through CTV?

Immersive experiences in Connected TV (CTV) are still nascent since OEMs haven’t yet provided full access for ads that can take advantage of the remote’s capabilities. However, innovative solutions are possible, like L-bands that accommodate a client’s TVC and enable a QR with a CTA.

We are also continuing to push immersive ads on mobile and ensure they are included in our campaigns, especially when re-targeting from Connected TV (CTV) to mobile. The focus is on innovation, ensuring that there’s an element of novelty that leads to better results.

Q. Does CTV mainly work for brands targeting NCCS A major Metros? When the agency works with brands like Tata Motors, Ambuja Cement, SBI Mutual Fund, who is the TG generally?

Not at all, there are numerous OEMs operating in the less organised markets of Tier 2 and Tier 3 cities. These OEMs offer budget TV options, often with independent, sophisticated operating software. This enables brands to reach diverse audiences across markets, catering to a wide array of demographics. We see significant traction in these markets, expanding beyond the typical metro-focused audience.

Q. Can CTV effectively complement traditional TV advertising? Kindly elaborate.

Absolutely. The shift from traditional to smart TVs has transformed advertising, making Connected TV (CTV)an ideal complement to traditional TV. New-age brands like Lenskart and Boat are well-suited for Connected TV (CTV) because it appeals to digital-first, aspirational audiences.

CTV’s ability to reach these distinct groups makes it a valuable complement to traditional TV advertising. Linear TV will continue to drive mass reach, but there’s a clear distinction between the 270 million households on traditional TV versus the 45 million on CTV. Each caters to a specific audience segment, offering brands a complementary approach to maximise their reach.

Q. Is CTV advertising growing a lot on sports, given that many properties like the IPL are free?

Yes, Connected TV (CTV) advertising is experiencing significant growth in the sports segment, particularly with the rise of AVOD platforms. Sports in India are akin to a religion, with fans gathering at home with family and friends or in larger social settings like bars to enjoy matches on the big screen. This communal aspect makes CTV the perfect medium for household-level targeting. The large-screen experience amplifies the emotion and engagement of live sports, creating a highly impactful environment for advertisers.

Q. How is the agency using data analytics to help clients drive hyper-personalisation and target cohorts?

We leverage a diverse set of DMP partnerships to focus on refining audience cohorts and ensuring precision targeting. Our approach is to become more deterministic, moving away from probabilistic methods, by integrating audience insights with robust data sets. This refinement allows us to craft sharper messaging and effectively optimise campaigns for greater relevance and impact.

Q. Could you shed light on the company’s retail media platform and how it is growing, given that consumers search for product information on retail media during the festive season?

Stay tuned on this one for more exciting updates! In simple terms, we are working towards marrying first-party data from apps on a large scale and enabling endemic brands to seamlessly advertise across Frodoh’s CTV supply. This integration is poised to unlock significant value for both brands and consumers.

Q. How is AI helping Frodoh?

AI is instrumental in helping us plan better campaigns, refine media plans, and optimise audience cohorts. By analysing campaign data across India, APAC, and MENA, AI enables us to draw insights from diverse markets and consolidate learnings.

This helps us identify what resonates and what doesn’t, ensuring that marketers save on advertising dollars by focusing on impactful strategies. AI also allows us to optimise campaigns in real-time, enhancing outcomes for both brands and consumers.

Q. Finally, there is a point of view that often online advertisers get obsessed with metrics like views as opposed to whether the message is emotionally resonating. Is that a fair criticism?

It’s a valid point, and at Frodoh, we have addressed this by conducting our own brand lift studies specifically for CTV campaigns. These surveys are designed to be completed on the first screen itself, ensuring accurate measurement of attention and emotional resonance.

We don’t just measure views; we focus on whether the campaign’s message is truly connecting with audiences. Ultimately, we feel most accomplished when a campaign not only achieves a measurable lift in brand perception but also drives tangible business results for our clients in their target markets.

Leveraging Frodoh’s cutting edge inverse L-skinner which maximizes screen visibility and user attention, the campaign integrated a QR code with the Jeep Wrangler branding. The ad strategically targeted over a million households across India’s top 10 metros, though the prominence on HSM was to be heavy. The premium and affluent audience profile of Connected TV (CTV) viewers who interacted with the campaign further reinforced the effectiveness of the targeting strategy. To maximize reach and frequency, the campaign was also extended to mobile devices, allowing for seamless cross-platform engagement.

Speaking on the partnership Kumar Priyesh, Brand Director, Jeep India said, “Jeep Brand has always stood out for our brave and innovative approach towards advertising, and our latest campaign in collaboration with Frodoh and Starcom was no different. This pioneering Connected TV (CTV) campaign for Jeep Wrangler pioneering the use of CTV and QR technology, reported outstanding results and hence demonstrate the power of new ad technologies in reaching and engaging our target audience, and we continue to look forward to exploring more such cutting-edge opportunities in the future.”

“We are thrilled to have partnered with Jeep and Starcom for a campaign that has witnessed significant success. The metrics speak volumes about the potential of integrating smart technology mediums such as Connected TV (CTV) that enable us to deliver  highly targeted campaigns, creating further value for the brand.” added Russhabh R Thakkar, Founder and CEO, Frodoh.

Speaking on the campaign, Rathi Gangappa, CEO, Starcom India, said, “At Starcom, our mission is to ‘Move People, Move Business,’ and this pioneering Connected TV campaign for Jeep is a testament to that philosophy. Utilising Frodoh’s advanced technology, we crafted an engaging and impactful brand experience that resonated deeply with our target audience. Achieving a remarkable 97% video completion rate and 11,700 QR scans highlights the success of our strategic approach in leveraging media, data, and technology. We are proud to have delivered such outstanding results and set a new benchmark in the AdTech industry with this innovative campaign.”

Niti Kumar, COO, Starcom India, further added, “We are proud to have successfully executed this innovative Connected TV campaign. The strategic collaboration between Frodoh and Jeep Wrangler, facilitated by Starcom India, demonstrates the powerful capabilities of Connected TV for delivering impactful advertising. This campaign’s success also highlights the potential of Connected TV in reaching and engaging premium audiences. We eagerly anticipate driving similar groundbreaking campaigns in the future.” 

The factors contributing to the high costs is an increased competition, as more businesses invest in online advertising, the demand for ad space has intensified, leading to higher costs per click (CPC).

Google has also admitted to modifying its ad auctions to meet revenue targets, sometimes increasing prices by up to 10% without informing advertisers. It has also identified sectors, such as legal services and home improvement, experience higher CPCs due to their competitive nature.

These cost increases necessitate that businesses regularly evaluate and adjust their advertising strategies to maintain profitability. Staying informed about industry trends and optimizing ad campaigns are essential steps to navigate the evolving landscape of digital advertising.

MadeInMedia.in’s Kalpana Ravi spoke to industry experts on the impact this will have on their brands budgets and how are they going to be tackling this higher costs…….

Excerpts:

Russhabh R Thakkar, Founder and CEO, Frodoh

The integration of AI-powered tools like Gemini is significantly influencing advertising costs in India. A study by Teamlease Digital revealed that AI adoption in key Indian sectors reached approximately 48% in FY2024, with the banking and financial services industry leading at a 68% adoption rate. This widespread adoption is intensifying competition for AI-optimized advertising spaces, leading to increased costs per click (CPC) and higher overall advertising expenditures.

The sectors that are most affected include Banking and Financial Services (BFSI), with a 68% adoption rate, leveraging AI for predictive modeling and targeted advertising, intensifying competition and driving up advertising costs. The Pharma and Healthcare sector, with a 52% AI adoption rate, uses AI for customer insights and personalized marketing, contributing to increased advertising expenses. Similarly, the Fast-Moving Consumer Goods (FMCG) and Retail industries, at a 43% adoption rate, utilize AI for content creation and creative optimization, creating a more competitive advertising landscape.

As advertising costs escalate, brands and advertisers in India are reassessing their reliance on Google. Many are diversifying advertising channels, investing in social media platforms, retail media networks, and connected TV (CTV) to reach audiences more cost-effectively. Additionally, businesses are leveraging AI-driven analytics to optimize ad spend and enhance ROI.

In conclusion, while AI advancements offer enhanced targeting and personalization capabilities, they also contribute to increased advertising costs. Indian brands and advertisers are proactively adapting by diversifying their advertising strategies and leveraging AI to maintain cost efficiency in this evolving landscape.

Shivashish Tarakas, Founder and CEO, The InterMentalist.

There has been a change in the pattern of how users search and this is mainly due to the role of AI. This hike in prices by Google will make agencies and brands re-work their strategies. As AI Adoption increases, there will be changes in platform policies and brands will have to go to the boardroom and reassess their investments and strategies. This hike in prices may work well for sectors like D2C or upcoming brands and may have an altogether different approach for brands in BFSI, FMCG and the mass sector. The focus will move on larger impactful campaigns and a short-term approach may not work in paid marketing.

Sunitha Natarajan, Director – Digital Strategy, Social Panga

I have noticed a shift in how we search. We are not just looking for links anymore; we want answers. This AI-driven change has skyrocketed ad costs, forcing brands to rethink their Google strategies. I believe the future lies in a more integrated approach to organic and paid search. Instead of separate silos, we need a holistic strategy focused on user lifetime value and retention. By creating valuable, engaging content and strategically using paid promotion, we can connect with customers meaningfully and build lasting relationships.

Siddharth Devnani, Co-Founder & Director, SoCheers

The digital advertising landscape is in constant flux, and Google’s recent ad rate adjustments are a testament to this dynamic environment.  In the fiscal year ending March 2024, Google India reported an 11% increase in gross advertising revenue, reaching ₹31,221 crore, up from ₹28,040 crore in the previous fiscal year.

This surge is influenced by several factors: intensifying competition, rapid advancements in AI-driven advertising, and a growing demand for premium ad placements. As the effectiveness and precision of targeted digital advertising improve, so does its perceived value—and consequently, its cost.

For advertisers, this means it’s time to sharpen their strategies. The AI market in India is projected to grow at a compound annual growth rate (CAGR) of 27.86% between 2025 and 2030, reaching an estimated market volume of $28.36 billion by 2030,, leveraging AI isn’t just an option; it’s becoming a necessity. Embracing data-driven insights and fine-tuning campaigns will be crucial to maximize return on investment in this evolving landscape.

In essence, as the digital ad space becomes more sophisticated, advertisers must adapt by becoming more strategic, ensuring every dollar spent is optimized for the best possible outcome.