The study revealed that CTV ads make a significant brand impact, helping increase awareness by 19%, favorability by 11%, and a 10% uplift in purchase intent.
Havas Media Group India, Havas Group India’s media investment and experience arm, has revealed India’s first brand lift study on CTV in association with MiQ, a programmatic media solutions provider and international leader in Connected TV (CTV) advertising, and Samsung Ads, a leading provider of advanced TV advertising.
With over twenty million CTV households and a wide range of video content, India is one of the world’s fastest-growing advertising markets. With changing media patterns, CTV equips advertisers to personalize and target their campaigns at the household level, which usually TV does not allow.
The objective of this study was to show and prove the effectiveness and usefulness of CTV as an advertising medium and to enable marketers to measure the impact of their CTV campaigns on key brand KPIs like purchase intent, brand awareness, and favorability.
The brand lift study, conducted by Kantar, included a considerable number of respondents from across India and revealed that the Samsung Ads CTV campaign had a significant impact on brand lift parameters and performed well all around the entire funnel.
Rana Barua, the CEO of Havas Group India, says, “As a network, we are constantly striving to be first movers in the industry in terms of innovation and assumed leadership. Meaningful media has the potential to impact positively, 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 development. We want to attract attention to CTV and its ability to deliver with this first-in-the-country initiative. CTV is a future-forward dominating media space & by incorporating engagement on the same, we will further drive meaningful effect for the brand, business & people.”
Commenting on the survey reports, Siddharth Dabhade, managing director, India, SAARC, and China, MiQ says, “We’re excited about the results of the brand lift survey. It emphasizes 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 area and leverage our global expertise in TV intelligence and data-driven programmatic. We are sure of bringing many more brands to the CTV advertising space via our collaboration with Samsung Ads and media agencies.”
Talking about the potential of advertising on Samsung TV, Prabhvir Sahmey, senior director, India & South East Asia, of Samsung Ads says, “Marketers understand the value of CTV, and this study is an effective step to successfully prove the effect of CTV can have on driving business outcomes in India. We are excited to be working with MiQ to help Marketers quantify results and validate the value CTV can have on the whole marketing funnel.”
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