Unlocking new opportunities emerging with the growth of quick commerce
India’s CTV audience is reaching meaningful scale. In Q1 2026, CTV reached 166 million monthly viewers aged 15 and above, up 23% year over year, according to Kantar’s Media Compass Report. Kantar also reports that 36% of CTV viewers consume content exclusively on connected TV and remain outside the reach of linear television. For advertisers, this creates an opportunity that goes beyond just incremental reach. Consumers may discover a brand on the biggest screen in the home, but their next action often happens on another device. The challenge is connecting these moments and understanding how CTV exposure contributes to the digital actions that follow.
This is where CTV-to-Cart comes in. Rather than treating CTV as a standalone awareness channel, advertisers can connect big screen exposure with the actions that follow across the consumer journey— from visiting a brand’s website or app, to engaging with a commerce platform.
The path to purchase is getting shorter
Digital commerce is reducing the distance between product discovery and purchase, with quick commerce accelerating this shift. According to Redseer Strategy Consultants, India’s quick commerce market reached approximately $13–$14 billion in GMV in FY2026, representing around 17% of total online retail GMV.
As commerce becomes more immediate and accessible, consumers can move from seeing a product to acting on that interest with fewer steps. For advertisers, this creates an opportunity to understand how media exposure contributes to subsequent engagement and commerce outcomes.
From screen to cart
mediasmart’s proprietary Household Sync technology connects CTV exposure with other devices in the same household, enabling advertisers to build addressable audiences based on households exposed to a CTV campaign.
For quick commerce activation, advertisers can extend that journey beyond the TV screen by reaching relevant audiences on a Q-commerce platform on mobile and connecting the next commerce activity with the original CTV exposure.
Recent campaigns show how this connected approach can translate into measurable outcomes.
In one campaign for a leading dairy brand, CTV delivered 18.15 million impressions to 6.12 million unique household viewers, achieving a 95.60% VTR against an 80% industry benchmark. The campaign then delivered 4.39 million mobile impressions, generating a 0.30% CTR and 1,500+ direct add-to-cart conversions on a leading quick commerce platform.
In another campaign for a leading personal-care brand, CTV achieved a 93.91% VTR, surpassing the 80% industry benchmark. The campaign then generated a 0.99% mobile CTR and direct sales on the same platform.
Together these campaigns show how brands can connect CTV exposure with the digital interactions that follow, and gain a clearer view of how big-screen storytelling contributes to measurable commerce outcomes.
What CTV-to-Cart means for advertisers
For advertisers in India, CTV-to-Cart creates an opportunity to give CTV a more measurable role further down the funnel, particularly in categories where consumers can move quickly from discovery to purchase.
Instead of evaluating CTV only through reach and video completion, brands can connect exposure with subsequent digital engagement and commerce outcomes. This means understanding not just who sees the ad, but also how exposed audiences engage afterward from engaging on mobile to browsing a product and adding it to cart.
CTV does not become a performance channel in isolation. It makes it part of a connected, measurable consumer journey.
With mediasmart, brands can bring CTV and mobile together to understand that journey from attention to purchase - see it on CTV, consider it on mobile, and add it to cart.
Ready to turn CTV attention into action? Let’s talk.
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