The critical difference between a CTV campaign and a generic video campaign in DV360 or TTD is the environment filter. Without explicitly selecting "Connected TV" as the device environment, the line item serves on mobile video and desktop alongside CTV. Apply the CTV filter, set geography to India, upload an MP4/H.264 creative (VPAID will not serve on any India CTV publisher), and attach deal IDs if using PMPs. Set frequency caps at the device level — CTV devices are household-shared, so user-level caps are meaningless.
What are the most common setup errors?
Five errors that appear repeatedly: (1) No CTV device type filter — the buy dilutes into mobile video. (2) VPAID creative — fails silently on all India CTV publishers. (3) Frequency cap at user level — should be device level for CTV. (4) PMP deal CPM below floor — the deal never fills. (5) No creative pre-approval — JioHotstar requires 48–72 hours before IPL and major events.
How should India CTV campaigns be paced?
India CTV concentrates in primetime (8–11 PM IST). Even pacing underspends daytime and loses primetime bids. For brand campaigns, daypart to 6 PM–12 AM IST. For direct-response, ASAP pacing captures cheaper daytime inventory. Set frequency at 2–3 impressions per device per day — without a cap, a moderate budget can hit the same household 5–8 times in primetime.
Full article: CTV campaign setup in a DSP →