1. Could you walk us through your professional journey and some key milestones that shaped your leadership experience?
Abhimanyu Yadav’s professional journey is marked by a blend of experiences across sales, media, and programmatic advertising. He began his career in media sales, steadily progressing to leadership positions where he honed his skills in driving strategic growth and building strong client relationships. A key milestone was his role in spearheading ad sales initiatives, which enriched his understanding of market dynamics and client needs.
Transitioning into programmatic advertising, Abhimanyu played a pivotal role in developing and scaling programmatic DOOH across India and the MENA region, leading efforts to innovate and expand the technology’s reach. Today, as the Senior Vice President of Programmatic at Silverpush, he focuses on leveraging AI to drive transformative digital advertising solutions. Reflecting on his career, Abhimanyu states, “Each chapter of my journey has reinforced the importance of understanding both technology and client engagement, which has been key in shaping a holistic and adaptive leadership style.”
2. With the rise of CTV in India, what are some trends that you have noticed in terms of consumer behaviour and content consumption on these platforms?
With the rise of Connected TV (CTV) in India, I’ve noticed a few key trends in how consumers are interacting with these platforms. One major shift is the preference for long-form, high-quality content—Viewers are leaning toward long-form, high-quality content—things like binge-watching series or enjoying movies on their smart TVs, rather than scrolling through videos on their phones. And honestly, with so much regional content now available, it makes sense! CTV platforms are tapping into India’s linguistic diversity, drawing in audiences from every corner of the country.
Another trend that’s catching on is co-viewing. Instead of watching content solo on mobile devices, families and groups gather around their TVs again, turning it into a shared experience. It feels like TV time is making a bit of a comeback. Lastly, targeted advertising on CTV is gaining traction. This allows brands to deliver personalized ads based on viewing habits, making advertising more effective. These trends point toward a deeper engagement with content and a more tailored ad experience, which will only grow as CTV adoption increases nationwide.
3. How do you think new revenue models will shape the future of content distribution, especially in the context of ad-supported streaming services?
The future of content distribution is being shaped by the rise of new revenue models, especially in ad-supported streaming services. As subscription fatigue sets in, more consumers are gravitating toward free, ad-supported content. This opens up a broader audience base, allowing brands and marketers to target viewers who are reluctant to pay for subscriptions but are still highly engaged. Platforms like Disney+ and Netflix, which recently launched ad-supported tiers, are a prime example of this shift. Additionally, we have seen the rise of FAST (Free Ad-Supported Streaming TV) channels from various publication houses, further underscoring the trend toward ad-supported models as a key driver in the evolving content landscape.
For marketers, this presents a golden opportunity. Ad-supported models provide a direct way to reach consumers while keeping costs in check. With more granular targeting and personalized ads, advertisers can create campaigns that not only capture attention but also build brand loyalty over time. This shift will continue to evolve, offering new ways to engage viewers while diversifying revenue streams for streaming platforms.
4. What do you think is the full potential of video advertising, especially on OTT and CTV platforms, in terms of revolutionizing campaigns with heightened interactivity and engagement?
Video advertising on OTT and CTV platforms has evolved far beyond traditional TV spots, opening a new world of interactivity and engagement. With features like clickable elements, QR codes, and gamified experiences, these platforms make video ads far more than passive viewing—inviting audiences to take action immediately. This can mean anything from scanning a QR code to explore a product further to engaging with a “choose-your-own” ad adventure, allowing viewers to shape their experience.
What excites me most is the data-driven feedback loop this creates. Advertisers can gain deeper insights into consumer preferences through real-time interactions, leading to more targeted and relevant campaigns. Ultimately, video advertising on OTT and CTV is turning what was once a one-way communication into a dialogue, making ads not only more engaging but also more effective at every stage of the marketing funnel.
5. Can you elaborate on how Silverpush is harnessing the power of Dynamic Video Optimization in enhancing audience engagement through tailored video creatives?
At Silverpush, we’re really pushing the envelope with Dynamic Video Optimization (DVO) to boost audience engagement through highly personalized video creatives. With our AI-powered platform, Crafters, we can transform a single video into multiple variations tailored to specific audience preferences. By integrating dynamic elements—like text, images, or interactive features—we deliver content that resonates more with each viewer, increasing interaction time and engagement by around 50%This approach not only enhances user experience but also provides real-time insights into what works, allowing brands to refine their messaging further. It’s a win-win, ensuring the content feels relevant to the viewer while driving brand impact. With Crafters, creating meaningful connections with your audience is faster and more efficient than ever!
