Gurugram, October 14, 2025 – As India enters its peak festive buying cycle, a new report by VDO.AI, a leading advertising technology innovator, reveals that viewers are watching consumer electronics ads on Connected TV (CTV) at record levels. The Consumer Electronics Ad Engagement Benchmark Study analyzed over 200 campaigns and found an average of ~91% video completion rate (VCR), up from 87% last year, positioning CTV as a critical channel for discovery and conversion in the consumer electronics category. The report also highlights a strong rise in interactive Display ad performance, with Click-Through Rates (CTR) peaking at 0.39% in Eastern India, the highest across regions, compared to 0.26% last year, signaling that consumer-initiated engagement formats are gaining widespread traction.
For categories like televisions, appliances, and personal gadgets, CTV is no longer just a storytelling screen; it’s part of the consumer’s research process. With ad completion rates surpassing 90%, CTV offers brands measurable pathways from awareness to consideration. Interactive display experiences further complement this by driving recall at moments of active browsing. This signals a strong willingness among viewers to engage with storytelling-led ads in premium, distraction-free environments, particularly in a category where buyers are highly invested in research before making purchase decisions. The report further observed that brands adopting advanced interactive ad formats such as API-triggered and contextual creatives were able to integrate seamlessly into consumer journeys, transforming advertising from a passive medium to an active experience.
Display advertising acted as a vital discovery and recall engine, with the VDO.AI regional data highlighting distinct patterns of engagement. The highest Click-Through Rate (CTR) was recorded in the East at 0.39%, followed by the South at 0.26% CTR, the North at 0.23% CTR, and the West at 0.22% CTR. Furthermore, interactive experiences like Scratch-to-Reveal displays emerged as the most widely adopted ad format, demonstrating a clear shift toward consumer-initiated engagement.
Commenting on the findings, Arjit Sachdeva, Co-founder & CEO, VDO.AI, said, “Our recent study argues that such a high video completion rate is not simply a function of placement but of format and intent. Consumer electronics are inherently research-driven: buyers spend time evaluating specs, reviews, and demonstrations before purchase. In that context, CTV’s distraction-free canvas lets brands tell longer, clearer stories that viewers are willing to watch to the end. Paired with high-engagement display formats, this data confirms that the most successful campaigns are blending entertainment with high-intent exploration.”
According to industry estimates, India’s consumer electronics ad spends are projected to grow over 20% YoY during the festive quarter. VDO.AI’s findings highlight that much of this growth will be driven by formats that blend entertainment, interactivity, and intent, making CTV and interactive display the centerpiece of brand strategies in the future.
