The BreakfastBrief discussed six of the most persistent myths surrounding Connected TV, bringing data and market evidence into a conversation that challenged how marketers have traditionally approached the medium.

With 129 million active CTV users in India and 91% of them using a second screen in real time, viewing is no longer a single-screen experience. A consumer can encounter a brand on CTV, pick up their smartphone, search, browse, compare and potentially convert, all within a connected sequence of interactions.

The BreakfastBrief conversation also put the spotlight on questions around measurement, incremental reach, purchase intent and duplication with linear television, areas where established assumptions can influence media planning as much as the data itself. CTV needs to be evaluated not just by where the ad appears, but by what the exposure sets in motion.

As India’s audiences become increasingly comfortable navigating multiple screens at once, the opportunity for marketers lies in understanding the connections between them.