Mumbai: Havas Media Group India, Havas Group India’s media investment and experience arm, has unveiled India’s first brand lift study on CTV in collaboration with Samsung Ads.
The objective of this brand lift study was to demonstrate and prove the effectiveness and efficacy of CTV as an advertising medium and to enable marketers to measure the impact of their CTV campaigns on key brand KPIs such as purchase intent, brand awareness, and favorability.
The brand lift study, conducted by Kantar, included a significant number of respondents from across India, revealed that the Samsung Ads CTV campaign had a significant impact on brand lift parameters and performed well across the entire funnel. The study also revealed the following campaign findings:
- 19% lift achieved in online ad awareness
- 11% lift in brand favorability
- 10% lift in purchase intent
- Strengthened brand attributes among target audience
- Significant impact on association with the brand message
Rana Barua, 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 & by incorporating engagement on the same, we will further drive meaningful impact for the brand, business & 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.”