Audio technology brand JBL partnered with Havas Media Network India for the launch of its premium soundbar JBL Bar 1300. The campaign was conceptualised by Havas Media and used MiQ to deploy a Connected TV campaign across OTT platforms.
The cross-device retargeting strategy geo-targeted cohorts based in JBL’s top markets. It
engaged viewers with JBL’s CTV ads on their Meta platforms, ensuring these potential customers were engaged with relevant ads across devices. The brand claims this retargeting approach resulted in increased brand visibility and enhanced lead generation.
The campaign not only contributed to upper funnel metrics in terms of VTR but through meta retargeting, and also contributed to mid-funnel / lower-funnel metrics, according to a media statement on the campaign.
The brand lift study showed:
- The CTV campaign had a 1.2x View Through Rate
- 53x Click Through Rate
Akhil Sethi, Head of Digital Marketing, Lifestyle Consumer Audio, Harman India (JBL), said, “As marketers, innovative campaigns as such enable us to significantly stay ahead of the curve. It is reported that CTV in India will reach 80 million households by 2025. This evidently shows the immense growth potential of CTV advertising in India. This innovative first-of-its-kind campaign in India by Havas Media India and MiQ has shown great results for the JBL brand. Through this campaign, we have achieved 15 pc increase in brand awareness on CTV and through an innovative cross-device retargeting strategy we also successfully managed to engage affluent CTV audience on social media. The expertise of Havas Media coupled with MiQ’s data-led capabilities has effectively helped us target precise audience profiles, thereby enhancing our brand awareness and uplift in purchase intent. The quantifiable results that this campaign has helped us achieve is proof of the value proposition that CTV advertising holds. We are delighted with the results and can’t wait to again explore this exciting space in the near future.”
Rohan Chincholi, Managing Partner, Digital – Havas Media India, said, “Our team at Havas Media India is committed to providing meaningful and innovative solutions to our clients. With over 20 million CTV households and a wide range of video content, India is one of the world’s fastest-growing advertising markets. CTV ads are known to create significant brand impact, helping boost awareness, favourability and uplift in purchase intent. This triumphant partnership underscores the importance of innovation in navigating the dynamic business environment, reinforcing the potential for future successes driven by shared expertise and strategic vision. This integrated campaign has not only propelled JBL’s premium sound bar into the spotlight but also solidified our reputation as forerunners in the world of connected marketing.”
“We are thrilled with the outcome of our collaboration with Havas Media India and JBL. Our unique CTV solution and data lake capabilities enabled us to deliver a highly targeted and impactful campaign for JBL. The results speak for themselves, with a remarkable 15 pc increase in brand awareness. This success has reinforced the value of data-driven, connected marketing in driving exceptional business outcomes,” said Siddharth Dabhade, Global Commercial Board Member, MiQ.
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