10% lift in purchase intent through CTV campaigns: Report

Havas Media Group India, Havas Group India's media investment and experience arm, has rolled out a brand lift study on CTV (connected TV). 

This report is in partnership with MiQ, a programmatic media solutions provider, and Samsung Ads, the advertising company for smart devices. The research partner for this study was Kantar India.

To prove the efficacy of the study, a CTV campaign for a global consumer homeware brand was run post which the impact was measured.  

According to the report, CTV presents a huge opportunity for brands to build a full-funnel marketing strategy and reach a vast pool of influential consumers with high purchasing power. 

Highlights of the report: 

• 95% of impact through view through rates
• 97% of leads were developed through a video completion rate
• 19% lift achieved in online ad awareness through CTV
• 11% lift in brand favourability was obtained through CTV
• 10% lift was garnered through in purchase intent through CTV

Rana Barua, group CEO, Havas Group India, said "As a network, we are constantly striving to be first movers in the industry in terms of innovation and thought leadership. Meaningful media has the potential to positively impact brand metrics, and we see CTV as an essential link between the digital and traditional ecosystems. The audience is changing the way they consume media, and CTV is dominating in terms of both screen impact and exponential audience growth. We want to draw attention to CTV and its ability to deliver with this first-in-the-country initiative. CTV is a future-forward dominating media space and by incorporating engagement on the same, we will further drive meaningful impact for the brand, business and people.”

Mohit Joshi, CEO - Havas Media Group India, said, "We're ecstatic to see these game-changing insights emerge from the brand lift survey. We're all aware that advertisers want media formats to work harder; with connected TV, we're shifting away from competing for eyeballs and toward creating meaningful exposures to target our captivated audience. I'm confident that it will allow us to attract more advertisers to the CTV ecosystem and allow marketers to consider more full-funnel solutions to maximise reach to the addressable segment. With the rise of connected devices and the resulting increase in time spent, marketers should consider CTV in any way that it complements digital and TV strategies."

Siddharth Dabhade, managing director, India, SAARC and China, MiQ, said, “We’re excited about the promising results of the brand lift survey, as it highlights the huge growth potential of CTV advertising in India, which is projected to have 80 million CTV households by 2025. MiQ can help Indian brands catapult into this space and leverage our global expertise in TV intelligence and data-driven programmatic. We are confident of bringing many more brands to the CTV advertising space through our collaboration with Samsung Ads and media agencies.”

Prabhvir Sahmey, senior director, India and South East Asia, Samsung Ads, said, “Marketers understand the value of CTV, and this study is a significant step to successfully prove the impact CTV can have on driving business outcomes in India. We’re excited to be working with MiQ to help marketers quantify results and validate the value CTV can have on the entire marketing funnel.”

The focus group for the brand lift study is from the age group of 18 to 34 years and above. Out of the focus group, 47% are male and 53% are female.