In today’s fast-evolving digital world, how and where audiences consume content is changing by the day. Traditional TV commercials (TVCs) that once ruled living rooms are now sharing the stage with Connected TV (CTV) and mobile advertising—two powerful channels supercharged by digitalization, 5G, and soon 6G.
As brands rethink their media investments, understanding this transformation is key. Let’s explore how advertising is moving from TVCs to CTV and mobile, why this is happening, and see real examples including IPL campaigns that show the new dynamics at play.
Traditional TVCs: The Mass Reach Powerhouse
For decades, TVCs were the bedrock of brand advertising. They offered:
- Massive reach: A single spot during a cricket final could reach 100 million+ viewers.
- Emotional storytelling: Nothing beats the big-screen impact of a beautifully shot ad.
- Trust: Being on prime-time TV still signals brand scale and reliability.
Example: Brands During IPL
In India, the IPL (Indian Premier League) is a goldmine for TVCs. Brands like Dream11, Coca-Cola, and Byju’s book top slots during matches to drive brand awareness on television, knowing millions are tuned in together.
But even the IPL has changed: viewers increasingly stream matches on platforms like JioCinema or Hotstar, blending traditional reach with new digital precision.
The Rise of CTV: Streaming & Smart Targeting
Connected TV (CTV) is any television that streams content via the internet—through smart TVs, streaming devices like Fire TV or Roku, or gaming consoles. Platforms like Netflix, Disney+, and ad-supported services such as YouTube on TV or Hotstar with ads are reshaping living room entertainment.
Why CTV is exploding:
- Targeted buys: Serve ads by geography, interests, even household buying behavior.
- Rich measurement: Know not just that your ad ran, but who watched to the end and who clicked.
- No wasted spend: Unlike traditional TV buys, you pay for actual impressions.
Example: IPL Streaming Ads on JioCinema
During IPL 2024, JioCinema streamed matches free, drawing millions of new viewers on CTV. Brands like Tata Neu, CRED, and Swiggy Instamart ran CTV ads directly to smart TVs, ensuring their IPL investments reached cord-cutters who weren’t watching on cable.
Mobile Advertising: The Always-On Touchpoint
If CTV dominates the living room, mobile owns everywhere else. With 5G rolling out across India and Asia, streaming HD video on the go is seamless. Soon, 6G will make rich AR ads and instant commerce even faster.
Why mobile matters:
📍 Location-based precision: Push a cafe coupon when someone’s near your store.
🎥 Short-form is king: TikTok, Instagram Reels, and YouTube Shorts have redefined brand storytelling.
🛒 Instant actions: Tap to shop, download an app, or pay via UPI—mobile turns interest into transaction immediately.
Example: Zomato & IPL Moments
During IPL matches, Zomato runs push notifications and Instagram Reels:
“Match break? Order biryani now.”
Combined with hyper-local ads based on user pin codes, this drives real-time spikes in orders tied to live cricket moments.
Digitalisation + 5G/6G: Fuel for the Fire
The shift isn’t just about platforms—it’s about infrastructure.
- 5G is enabling buffer-free HD streams, letting CTV ads load instantly and mobile ads render beautifully.
- 6G will push this even further, powering real-time AR/VR ad experiences—imagine virtually “trying on” a shoe right during an IPL timeout.
Example: Swiggy’s AR Ads
Swiggy tested an AR mobile ad that let users see a virtual pizza pop up on their table through their phone camera—then order instantly. As 5G expands, these experiences will become mainstream.
The New Dynamics: It’s All About Integration
While TVCs still make sense for brand stature and mega-events, smart brands blend:
- TVC for mass cultural moments like IPL finals.
- CTV for household targeting during daily shows and on-demand content.
- Mobile for always-on engagement, geo-offers, and shoppable short videos.
Takeaways for Marketers
- Plan multi-screen campaigns. Coordinate TV, CTV, and mobile to stay present across every screen.
- Use first-party data. With cookies fading, your CRM and loyalty data will power precise mobile & CTV targeting.
- Test new formats. From 6-second TikTok videos to interactive CTV, see what resonates with your audience.
- Double down on creative. No matter the tech, stories win hearts.
Why This Matters for Digi eRelease Clients
At Digi eRelease, we’re seeing more brands move from single-channel TV campaigns to multi-platform stories. We help brands integrate press releases, influencer partnerships, CTV buys, and mobile engagement—ensuring your story gets the reach of TV, the targeting of CTV, and the immediacy of mobile.
Ready to Future-Proof Your Brand?
Let us build a strategy that’s made for today’s digital, 6G-powered landscape—across traditional, CTV, and mobile. Talk to Digi eRelease and watch your brand story go everywhere your audience is.