Mumbai: The burgeoning connected TV (CTV) space has not just reshaped our content consumption but has also presented unprecedented opportunities for advertisers. With the rise of streaming platforms and Smart TVs, CTV advertising offers a targeted and immersive way to engage viewers. As consumers increasingly shift towards on-demand, personalised content experiences, advertisers can harness the power of CTV to deliver tailored messages and optimise brand visibility in this dynamic digital landscape.

Indian Television in an interview with Frodoh World founder and CEO Russhabh R Thakkar explored the company’s evolution since its inception, trends in 2024 impacting the CTV space and much more…

Recognising the immense potential in the intersection of technology and user experience, Russhabh founded Frodoh World, a CTV advertising specialist company, in 2020, to bring groundbreaking ideas to life. As the founder and CEO of Frodoh World, he leads a dynamic team dedicated to revolutionising the way consumers experience and interact with technology. Under his entrepreneurship, Frodoh World is making waves in the connected TV advertising space, seamlessly integrating interactive and engaging digital ads.

Edited Excerpts:

On the launch of Frodoh World in 2020, and its evolution since then

Frodoh World was launched to revolutionise digital advertising by filling a gap in the market, prioritising impactful storytelling and attention-grabbing ads with the ethos of ‘Don't just get viewed, get noticed,’. We have since evolved by consistently innovating in the latest technology, strategies, adapting to industry trends, and delivering measurable success for clients.

On the growth and penetration of CTV in India and the trends that will impact the CTV space in 2024

We have witnessed the remarkable growth and increasing penetration of connected TV in India over the past few years. The evolving landscape has been marked by a surge in consumer adoption, presenting significant opportunities for our platform. Looking ahead to 2024, I anticipate a continued upward trajectory for CTV, driven by innovations in personalised content delivery, immersive advertising experiences, and the seamless integration of data-driven insights, shaping the future trends of the CTV space in India.

Over the next five years, connected TV advertising is set to grow rapidly in India at a compounded annual growth rate of 47 per cent, and this increase will contribute to the overall TV landscape including the linear segment, making India the third largest market by 2024.

On Frodoh World setting itself apart in the CTV advertising landscape with its proposition, "Don’t just get viewed, Get noticed"

Frodoh World stands out in the CTV advertising landscape by consistently adapting to the dynamic tech environment, integrating measurable and trend-forward ad solutions. Our commitment to assessing the impact post-campaigns ensures result validation, addressing client’s business challenges and fostering trust for repeat collaborations. Recognising the fleeting attention span, our approach prioritises engaging ad experiences through context-driven planning, ensuring a distinct and impactful presence in the market.

On Frodoh World’s demonstration of its commitment to CTV and the results it has achieved for advertisers

Our dedication to CTV is distinctive in our strategic campaigns, which emphasise impactful messaging through innovative practices like TV to mobile cross-screen device targeting, ensuring precise household reach and action-oriented frequency. Advertisers have experienced substantial outcomes, including heightened engagement, elevated brand awareness and recall scores, and a quantifiable positive influence on their target audience. This underscores our unwavering commitment to providing tangible value to clients.

On the significant influence or transformative impact of AI in the evolving landscape of CTV and advertising and Frodoh World harnessing AI to enhance its CTV strategies and deliver more effective advertising solutions

Certainly! AI wields significant influence, and Frodoh strategically harnesses its power to elevate CTV strategies and deliver more effective advertising solutions. By leveraging AI - we optimise content delivery, enhance audience targeting precision, and tailor ad experiences based on real-time insights.

This not only ensures a more personalised and engaging viewer experience but also maximises the impact and effectiveness of our CTV campaigns, aligning with the evolving demands of the industry and staying at the forefront of innovation.

On Frodoh World measuring the effectiveness of its CTV advertising strategies, particularly in terms of targeting precision and audience engagement; and a few examples of your notable clients or success stories

Frodoh World employs a sophisticated methodology to evaluate the effectiveness of our CTV advertising strategies, leveraging over 15,000 unique segments from trusted third-party data sources, we provide a spectrum of targeting options, including online and offline behavioural, interest-based, demographic, geography-based, and custom segments.

A forthcoming innovation is the industry-first Web-to-TV targeting. A distinctive feature is our integration of scientific campaigns, allowing clients to set up campaigns and deploy the Frodoh pixel on their websites for data collection. This facilitates the development of a retargeting audience pool, enabling us to engage valuable visitors with impactful, non-skippable CTV ads. This proven approach consistently yields tangible results, revitalising brand interest and fostering substantial engagement, showcasing our commitment to delivering effective and measurable outcomes in the dynamic CTV advertising landscape.

On Frodoh World tailoring its audience solutions to address the unique needs and preferences of diverse sectors within the CTV advertising landscape

Our commitment to tailoring audience solutions involves ensuring that each client benefits from a personalised and precise approach. We provide a plethora of options for segmenting audiences, ranging from readily available choices to creating custom cohorts, enabling precision targeting with content. This strategy diverges from generic marketing approaches, emphasising a bespoke, one-on-one strategy that resonates with the specific requirements of each sector. Our goal is to move away from a "one-size-fits-all" model, offering clients a tailored and effective solution.

On Frodoh World’s future plans and specific targets or milestones that the company aims to achieve in the coming years

Frodoh’s future plans include aspiring to become a formidable contender in the competitive landscape, aiming to rank among the leading CTV platforms. We are focused on substantial growth across priority markets in India, accompanied by a strategic emphasis on building exceptional talent across all facets of the organisation. Our commitment to ongoing innovation is a core element of Frodoh's strategy, recognising the growing significance of connected TV and anticipating the increasing interest from advertisers eager to explore this platform.