Should I use skippable or non-skippable CTV ads?

The choice depends on your objective, platform, and budget.

Use non-skippable when: You need guaranteed completion for a brand story. Your primary platform is JioCinema or Hotstar (both are non-skippable by default). Completion rate is a KPI. Budget allows JioCinema/Hotstar CPMs (Rs 120–350+).

Use skippable (YouTube TrueView) when: Budget is limited — YouTube TrueView runs Rs 30–120 CPM. You want self-selection: viewers who choose not to skip are more engaged. Your campaign objective is consideration or intent rather than pure reach.

• Non-skippable VCR: 88–95%
• Skippable TrueView VCR: 40–60% (post-skip-point)
• Non-skippable CPM premium: 30–60% over skippable on comparable inventory

For most India CTV plans: non-skippable pre-roll on JioCinema/Hotstar for reach and brand awareness; YouTube TrueView for reach extension at lower CPM or for consideration-stage campaigns where self-selection has value.