MUMBAI: As India’s festive buying fever peaks, consumer electronics ads are enjoying a record-breaking audience on Connected TV (CTV), according to a new study by VDO.AI. The consumer electronics ad engagement benchmark study, analysing over 200 campaigns, found an average video completion rate of 91 per cent, up from 87 per cent last year, proving CTV is more than just a screen; it’s a stage for discovery and conversion.
Interactive display ads are also hitting new highs, with Click-Through Rates (CTR) peaking at 0.39 per cent in Eastern India, up from 0.26 per cent last year. This demonstrates a growing appetite for consumer-initiated engagement formats that blend entertainment with high-intent exploration. Scratch-to-reveal ads emerged as the most popular interactive format, highlighting a clear shift toward hands-on, engaging experiences.
“For consumer electronics, purchase decisions are research-driven,” said VDO.AI. co-founder & CEO Arjit Sachdeva. “CTV’s distraction-free canvas allows brands to tell longer, clearer stories that viewers actually watch to the end. When paired with interactive display formats, campaigns are no longer passive, they become immersive experiences.”
CTV completion rates for categories like televisions, appliances, and personal gadgets suggest viewers are willing to stay engaged while exploring features and demonstrations. Meanwhile, display ads are proving effective for recall, discovery, and direct engagement, particularly in regions like the East, where CTRs are highest.
With India’s consumer electronics ad spend projected to grow over 20 per cent year-on-year during the festive quarter, VDO.AI’s findings signal that brands leveraging CTV and interactive display will lead the charge, blending entertainment with measurable consumer intent to maximise festive conversions.
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