The Effectiveness of CTV Advertising on Brand Equity and Consumer Engagement

Abstract: Connected TV (CTV) advertising has become a major factor in influencing consumer behaviour due to the rapid growth of digital streaming platforms, especially among digitally active audiences. However, limited research exists on how CTV advertising impacts brand equity and consumer engagement, particularly in the Indian context. This study examines consumer responses and analyses how key aspects of CTV advertising such as personalization, content relevance, and targeting efficiency affect brand perception and engagement levels. A structured questionnaire was used to gather data from 100 active digital media users in India as part of a quantitative research design. Descriptive statistics, correlation analysis, and basic analytical tools were used to interpret the data. The results show that while CTV advertising has a moderate effect on building brand trust, it has a strong and significant impact on consumer engagement and brand recall. Additionally, the role of Amazon DSP in enabling precise audience targeting enhances the effectiveness of CTV campaigns. The findings also indicate that consumers respond positively to personalized and non-intrusive advertisements delivered through CTV platforms. By highlighting the direct impact of CTV advertising on engagement and brand outcomes, this study contributes to the growing literature on digital and programmatic advertising.

Keywords: Connected TV (CTV), Amazon DSP, Consumer Engagement, Brand Equity, Digital Advertising, Personalization, Targeting Efficiency