Comscore partners with IAMAI for India's comprehensive CTV Study to deliver industry-wide insights

Comscore partners with IAMAI for India's comprehensive CTV Study to deliver industry-wide insightsGroundbreaking India CTV Study set to provide in-depth insights into Indias rapidly growing Connected TV landscape.

New Delhi, October 22, 2024 Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, today announced a partnership with the Internet and Mobile Association of India (IAMAI) to support its upcoming study on India's Connected TV (CTV) landscape.

With the rise of digital streaming and the expansion of internet access across India, CTV is quickly becoming a major force in the country's media ecosystem. The study, set to be launched soon, aims to deliver comprehensive insights that will empower brands, publishers, OTT players, agencies, and broadcasters to make informed decisions and drive business growth. With IAMAI's support, the reach and visibility of the study will be amplified across India's digital landscape.

India is one of the most dynamic and diverse media markets in the world and Connected TV has emerged as a pivotal platform for content consumption and advertising, said Alejandro Fosk, EVP International, Comscore. Our upcoming study will provide actionable insights for stakeholders to better understand India's CTV ecosystem, and IAMAI's support will help us ensure that the findings have a broad impact across the industry.

The CTV Study will provide an extensive overview of the market, including:

Indias CTV Consumer Profile & Behavior: A comprehensive view of how different demographics in India use CTV devices and services, including viewing habits, device preferences, and streaming service consumption across regions.

Advertising Impact & Opportunities: An evaluation of consumer perceptions of CTV advertising, its influence on brand images and purchasing decisions, and expert insights on monetization opportunities for brands and advertisers.

Market Trends, Challenges & Forecasts: Highlights of CTV growth projections in India, emerging technologies, regional trends, and evolving measurement strategies to support accurate audience targeting and personalization.

IAMAI, as a leading industry association with members spanning publishers, OTT players, brands, and media agencies, will play a crucial role in amplifying the study's findings, ensuring they reach key decision-makers across India's digital ecosystem.

I am pleased that IAMAI is supporting Comscore in bringing these valuable insights to the forefront. The CTV landscape in India presents unique opportunities for growth and innovation, and we are proud to be involved in this study to help the industry navigate these opportunities. Said, Mr. Vivek Malhotra, Chairman of IAMAI's Digital Advertising Council.

About Internet and Mobile Association of India

The Internet and Mobile Association of India (IAMAI) is a not-for-profit industry body with 580 members, including Indian and multinational corporations, as well as start-ups. IAMAI has been instrumental in shaping India's digital economy. IAMAI advocates free and fair competition, and progressive and enabling laws for businesses as well as for consumers. The overarching objective of IAMAI is to ensure the progress of the internet and the digital economy. Its major areas of activities are public policy and advocacy, business to business conferences, research, promotion of start-ups and promotion of consumer trust and safety.

About Comscore

Comscore is a global, trusted partner for planning, transacting, and evaluating media across platforms. With a data footprint combining digital, linear TV, over-the-top (OTT), and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify multiscreen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industrys emerging third-party source for reliable and comprehensive cross-platform measurement.

Media Contact

Roberta Cavalcante

Comscore, inc.

press@comscore.com

LINK:	https://www.comscore.com/Insights/Press-Releases/2024/10/Comscore-part...
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