How Brands Are Using OTT and CTV Ads for Mass Reach in India?

OTT and CTV ads for mass reach in India have evolved from niche digital formats into powerful large-scale media channels. Today, brands across FMCG, automotive, BFSI, and consumer tech categories actively use OTT (Over-The-Top) and Connected TV (CTV) advertising to achieve television-like reach with sharper targeting and better measurement. As smart TV adoption accelerates and OTT viewership explodes across languages and regions, advertisers are confidently allocating larger budgets to these platforms.

This article explains how brands are using OTT and CTV ads for mass reach in India, the strategies behind their media planning, and why these formats now sit alongside TV in national campaigns.

Why OTT and CTV Ads Are Delivering Mass Reach at Scale

India’s media consumption has shifted decisively toward streaming. Families increasingly watch content together on smart TVs, especially during prime time, weekends, and live sports. As a result, OTT and CTV ads deliver reach at a household level rather than just individual screens.

Moreover, unlike traditional TV, OTT and CTV advertising offers:

• Measurable impressions and completion rates

• Better frequency control

• Audience segmentation by language, geography, and content

Therefore, brands can achieve mass reach while reducing spillover and inefficiencies.

OTT Platforms Powering Large-Scale Brand Reach in India

India’s leading OTT platforms attract millions of daily active users. Brands use a multi-platform approach to ensure national and regional scale.

Key OTT Platforms Used for Mass Reach

• Disney+ Hotstar – Sports-driven reach and family audiences

• JioCinema – Massive scale via free and ad-supported content

• ZEE5 – Strong Hindi and regional penetration

• SonyLIV – Premium entertainment and sports viewers

• MX Player – High-volume reach with cost efficiency

By spreading budgets across these platforms, brands ensure consistent visibility across diverse audience segments.

How Brands Use CTV Ads to Match Television-Scale Visibility

Connected TV ads  through OTT apps and operating systems. Because these ads are largely non-skippable and play on large screens, they command high attention.

Brands treat CTV ads as a digital substitute for traditional TV GRPs, especially in urban and semi-urban households.

Why CTV Ads Work for Mass Reach

• Big-screen viewing enhances message impact

• Co-viewing increases impressions per household

• Lower ad clutter compared to linear TV

Consequently, advertisers often schedule CTV ads during evening prime-time slots to maximise exposure.

Ad Formats Brands Use for OTT and CTV Mass Reach

Brands combine multiple ad formats to balance reach, frequency, and recall.

In-Stream Video Ads

Pre-roll and mid-roll ads during high-viewership content remain the most widely used format. These placements ensure guaranteed visibility and high completion rates.

Home Screen and Masthead Ads

CTV home screen banners and OTT mastheads deliver repeated exposure whenever users browse content. Therefore, these formats are ideal for brand-building campaigns.

Pause Screen and Interactive Ads

Pause ads ensure visibility without interrupting content. Additionally, QR-enabled CTV ads allow viewers to take action instantly, bridging awareness and engagement.

How Brands Plan OTT and CTV Campaigns for Scale

Brands approach OTT and CTV advertising with structured planning rather than isolated buys.

Multi-Language and Regional Expansion

To achieve national reach, brands deploy creatives in multiple Indian languages. This approach helps penetrate Tier-2 and Tier-3 markets effectively.

Prime-Time Dayparting and Frequency Control

Advertisers focus spends on peak viewing hours while applying frequency caps. As a result, campaigns maintain recall without causing ad fatigue.

OTT + Mobile Video Retargeting

Many brands combine CTV awareness with mobile OTT or social video retargeting. This sequential strategy improves message reinforcement and downstream conversions.

Cost Efficiency of OTT and CTV Ads for Mass Reach in India

OTT and CTV CPMs are higher than mobile video ads, yet brands justify the investment due to superior attention quality.

Indicative CPM Ranges:

• Mass OTT inventory: ₹150–₹400

• Premium sports and CTV inventory: ₹500–₹900

Although costs are premium, brands benefit from measurable reach, reduced wastage, and strong brand lift.

Industries Leading OTT and CTV Mass Reach Campaigns

Several sectors rely heavily on OTT and CTV ads for national visibility:

• FMCG and packaged food brands

• Consumer electronics and smartphone brands

• Automotive and EV manufacturers

• BFSI, fintech, and insurance platforms

These industries value storytelling, repeated exposure, and household-level reach.

Role of Sports and Tentpole Content in Driving Reach

Live sports on OTT platforms deliver explosive reach within short durations. Brands actively use sponsorships, mid-rolls, and branded moments during such events to achieve rapid national visibility.

Therefore, sports-led OTT advertising has become central to mass reach planning in India.

The Future of OTT and CTV Ads for Mass Reach in India

OTT and CTV advertising will continue to grow as smart TV penetration deepens. With programmatic CTV buying, interactive ad formats, and cross-device measurement improving, brands will increasingly treat OTT and CTV as essential mass media channels rather than optional digital add-ons.