“We want TV, but a national plan is far beyond our budget.”
CTV lets you start with a few cities and weeks, paying for views in the homes you chose.
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CTV & OTTadvertising
Since 201565+ in-house team6 cities
A national TV plan is too big for a few cities. Buy the big screen city by city, then count it home by home.
A strategist calls you in one working day.
/ 01 CTV advertising agency
TV ads for homesthat stream.
A national TV plan is too big for a brand that sells in a few cities, and a YouTube report does not show what played on a living-room screen. PromotEdge plans and buys streaming ads on smart TVs, so brands reach the right homes in chosen cities and get enquiries, not just views.
CTV (connected TV) is any TV connected to the internet. OTT (over the top) means streaming apps like YouTube, JioHotstar, Zee5 and SonyLIV. OTT is the app. CTV is the screen.
Choose CTV over regular TV advertising when you sell in a few cities. It is bought by city, language and device. For mass reach across small towns, broadcast TV still does more.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What's included
Plan, buy,check and report.
| What we do | What it means for you | What you receive |
|---|---|---|
| CTV and OTT media plan | Apps, cities, days, and how often each home sees the ad | A written plan with reach and frequency goals |
| Direct platform buys | Ads booked with one platform, around chosen shows or sports | Booking confirmations, every rate shown |
| Programmatic buys | Software buys slots across many apps through a DSP (demand-side platform, the tool advertisers use to bid for slots) | The list of apps, and the cost of each part |
| Targeting set-up | City, language, device, time of day, audience groups | A targeting sheet to check against your sales map |
| Ad versions and specs | Your film cut to each app's lengths, with an end card | Approved files, and a QR code where it helps |
| Placement checks | Blocking apps and content you don't want near your brand | A block list and a placement report |
| Measurement and report | Completed views, reach, frequency, branded search, visits and enquiries | A weekly update, then a final report |
If you already run linear TV (normal channels on a fixed schedule) or YouTube, the plan shows all three side by side. You don't pay twice for the same homes. We plan YouTube with your Google Ads account.
/ 03 What usually gets in the way
Hurdles we often see,and the way through.
“We sell in five cities. Most of our TV money reaches people who can't buy from us.”
Streaming ads can be limited to the cities, and often the languages, where your product is sold.
“Our YouTube ads run, but we can't tell how many played on a TV.”
We split reports by device, so the big screen gets its own budget and goals.
“The platform quoted a CPM, and we don't know if it's fair.”
CPM (cost per thousand) is the price of 1,000 ad views. We compare it with views watched to the end, on a TV, in your cities.
“The report only shows impressions. Did anyone act?”
We add completed views, branded search, site visits and enquiries.
“Our TV film is 60 seconds, and the app wants less.”
We plan the cut-downs before buying, so the film fits the slots.
Tell us your cities and the weeks you want to run, and we will sketch the plan. Get a free growth plan
/ 04 How a CTV campaign runs
From briefto the first view.
If your film is ready, a first campaign usually goes live in two to four weeks. Big shows and cricket series sell out early, so book those well ahead. These are planning ranges, not promises.
- 01
Brief and sales map
Where you sell, who buys, what you want them to do next, and any past TV or YouTube results.
- 02
Plan and targets
Apps, cities, languages and dates, with reach, frequency and cost goals you approve.
- 03
Ad versions
The film cut to each app's specs, with the end card and QR code tested on a real TV.
- 04
Book and set up
Direct bookings made, programmatic rules set, tracking added so views match to enquiries.
- 05
Run and adjust
Weekly checks on views, frequency and placements. Weak apps or cities are cut.
- 06
Report and next step
What the ads delivered, and whether to scale, change the mix or stop.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
How we deliver it, and why
How your business model changes the plan
CTV suits corporate groups, listed companies, startups and D2C brands selling to consumers. A real-estate launch in one city, or a healthcare group opening a new branch, suits a city test. A B2B (business-to-business) maker in industrial manufacturing with few buyers usually gets more from search and trade shows.
- Test the big screen in the cities that matter first. CTV is bought by city, so a small test costs little. A city-by-city results sheet.
- Report TV-screen views apart from phones. An OTT ad can play on a phone. Only TV-screen views show what the big screen did. A device split in the weekly update.
- Judge it by enquiries, not impressions. Impressions only count how often an ad was shown. Branded search, visits and enquiries in the target cities.
Go deeper: the market, the measures and AI
The market
Ormax put India's OTT audience at 601.2 million in 2025. It counted 129.2 million active CTV users, up from 69.7 million in 2024.
Source: Ormax OTT Audience Report 2025, published 19 September 2025 (survey of 15,600 people, June to July 2025)
Who measures what
BARC India, promoted by IBDF, ISA and AAAI, measures television audiences. Its homepage mentions TV and out-of-home but not CTV, so ask how any CTV number is counted. Google Ads has had a TV screens device type since 2018, with its own reporting.
Source: BARC India homepage and Google Ads Help (announcement of 16 October 2018), read 10 October 2026
AI in CTV and OTT: today
Google says Performance Max uses Google AI to run ads across YouTube, Display, Search, Discover, Gmail and Maps. The page does not say which part plays on TV screens, so we ask for a device split.
Source: Google Ads Help, Performance Max, read 10 October 2026
AI in CTV and OTT: next
Our view: buying and cut-downs will get more automatic. Placement checks and the device report still need a person. Want us to look at your plan? Ask us.
Already have a TV film? Send it, and we will tell you which cut-downs it needs. Talk to us
/ 05 Cost
What affects the cost ofCTV advertising.
Connected TV is bought by the thousand views, so cost grows with your cities, weeks and targeting. Platform media costs are passed on at actuals, shown before you approve.
What affects the cost
- Which apps and shows: a big sports series costs more than everyday viewing
- Direct booking or programmatic buying
- How tight the targeting is: a few cities and one language cost more per view
- Ad length, and whether viewers can skip it
- The number of weeks, and how often each home sees the ad
- New ad versions or cut-downs, if your film needs them
How we quote
- We talk about your goal, your cities and languages, and the weeks you want to run.
- We check your film and the formats each app accepts.
- We write the plan: apps, targeting, dates, reach and frequency goals.
- You get a quote within 2 working days, platform costs at actuals and our charge on separate lines.
What you get in the quote
- The apps and the buying route: direct or programmatic
- Cities, languages and weeks, with reach and frequency goals
- Platform and programmatic media costs, as billed
- Ad versions, weekly checks and the final report
Ask each quote what you pay per completed view on a TV screen in your cities. A low CPM that mostly plays on phones, or in the wrong cities, is not cheap.
Our beliefWe believe in process. Good results should repeat, not happen by luck.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
More TV advertising
Proof and reading
What people say
In their own words
“PromotEdge has been a unique creative group amongst unique creativity world. …”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & Diamonds“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League
No pressure. No sales pitch.
Tell us which cities you sell in.We'll show you the plan.
Straight answers.
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CTV advertising shows video ads in streaming apps on an internet-connected TV, bought by city, language or audience. OTT is the app, and it can play on a phone or a laptop too. CTV is the screen, so ask for TV-screen views reported on their own.
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It depends on the apps, shows, targeting and campaign length. Streaming ads are mostly priced per thousand views. We quote after a first conversation about your cities and goals, with platform costs shown at actuals and our charge on a separate line.
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Most apps take ads of 10 to 30 seconds, each with its own specs. On YouTube, skippable ads can be skipped after 5 seconds, bumper ads run 5 to 6 seconds, and non-skippable ads run 60 seconds or less. We plan a 20- or 30-second master.
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First delivery: completed views, homes reached, frequency. Then effect: branded search, site visits, calls and enquiries in the cities where ads ran. You get a weekly update and a final report with your cost per enquiry, so you can see what the big screen gave you.
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Usually. A TV film suits the big screen but may need shorter cut-downs, a new end card or a QR code. For a new film, see our TV commercial (TVC) production page, where we plan the cut-downs from the start.
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Ask for a written plan before any spend: apps, cities, languages, reach and frequency goals. Ask for TV-screen views apart from phones, and media costs at actuals. Be careful with anyone who reports only impressions, because that shows how often an ad was shown, not what it did.
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Yes. CTV is bought by city, so your city goes into the plan by name. Our servicing team is based in cities across India, works hybrid and remotely, talks daily and meets you in your city at least once every three months.
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One person answers to you. The work is done by our in-house team of 65+ people, with industry consultants and partner agencies where a job needs them. No published case of ours is a CTV campaign, so we show no results.