CTV advertising mantras for elevating engagement and enhancing effectiveness & ROI

From the introduction of the first LED TV in India in 2009 to the staggering 32 million households owning connected TV sets by 2023, the landscape of CTV has undergone a remarkable evolution. This transformation extends beyond mere technological advancement; it signifies a cultural shift as CTV becomes a cornerstone of family entertainment and the preferred device across diverse Indian households. Consequently, a vast and captivated audience emerges, presenting both unique opportunities and challenges for advertisers and brands in 2024.

With the surging adoption of CTV among Indian users, there is a burgeoning demand for original series, movies, and live sports on CTV platforms. Concurrently, the market witnesses a rise in localized content tailored to India’s diverse linguistic and cultural tapestry. This shift has piqued the interest of numerous companies eager to advertise their brands on CTV.

In the previous report, Adgully dwelled on enhancing personalisation and engagement in CTV advertising, as well as highlighted the advantages of CTV advertising with emphasis on client privacy protection. In this report, Adgully will delve into measuring the effectiveness of CTV ad campaigns, scaling up viewer engagement, customising CTV advertising messages, and much more.

Also read:

Unlocking the personalisation and engagement potential of CTV advertising – Part 1

Measuring the Effectiveness of CTV Advertising Campaigns

When it comes to CTV advertising campaigns, assessing their success is paramount for advertisers. Let’s delve into the methodologies and metrics utilised by experts in this domain.

Neeja Shah Goswami, CEO, Whiskers India, explained, “We employ a diverse array of data and metrics to both target and gauge the effectiveness of our CTV advertising campaigns. This encompasses demographic insights, viewership patterns, ad engagement metrics, website traffic, and conversion data. Through ongoing analysis of these metrics, we dynamically optimize our campaigns, ensuring precise targeting and message resonance, ultimately reaching our audience with tailored content at optimal times.”

“Our approach to CTV advertising campaigns is meticulously data-driven, leveraging a mix of first-party and third-party IP-enabled datasets alongside geo-fencing capabilities,” shared Amitt Sharma, CEO, VDO.AI, adding, “This enables us to pinpoint specific audience segments based on demographics, interests, location, and online behaviour, crafting bespoke campaigns for maximum engagement. To assess campaign effectiveness, we track key metrics such as video completion rates, click-through rates, and post-engagement actions. This iterative, data-centric methodology ensures our campaigns remain agile, continuously adapting to audience preferences to deliver tangible results.”

Speaking on Excitel’s strategy, COO Varun Pasricha said that it revolves around maximising impressions and unique viewership to amplify the brand presence within its target demographic. “CTV serves as a potent tool for enhancing brand recall across diverse demographics and geographic regions. To evaluate success, we rely on internal research and insights to monitor impressions and ensure our messaging resonates effectively with our intended audience,” he added.

Russhabh R Thakkar, Founder, and CEO, Frodoh World, said, “In India, we advocate for a nuanced approach to targeting and measuring the effectiveness of CTV advertising campaigns, one driven by context and content. This entails targeting ads based on specific shows, movies, or sporting events that resonate with audiences, ensuring relevance and engagement. By analyzing viewer preferences and consumption patterns within these contexts, advertisers can tailor their messaging effectively. Additionally, we consider demographic and geographic factors alongside content consumption data to further refine targeting strategies. Engagement metrics such as ad completion rates and video completion rates serve as crucial indicators of viewer interaction and ad performance. Moreover, we conduct brand lift studies to gauge changes in brand perception and consumer behaviour pre- and post-exposure to CTV ads, offering invaluable insights into campaign impact. Proxy conversion tracking mechanisms are also deployed to monitor user actions attributable to CTV ads, providing actionable insights into campaign effectiveness and ROI.”

Elevating Viewer Engagement through CTV Advertising

In today’s landscape saturated with advertisements, capturing and retaining viewer attention has become increasingly challenging. To empower brands in effectively engaging their target audience, industry leaders offer a spectrum of innovative solutions. Amitt Sharma lists the following:

Short, Attention-grabbing Ads: In a fast-paced environment, brevity reigns supreme. Shorter video ads are proving to be more effective in capturing attention amidst the noise.
Interactive Ad Formats: We provide bespoke CTV experiences featuring interactive overlays, shoppable ads, and 360-degree videos, redefining viewer interaction.
Contextual Targeting: Leveraging contextual targeting capabilities, we deliver ads tailored to the content viewers are consuming, aligning with their preferences and online behaviour.
Dynamic Creative Optimization (DCO): Utilizing DCO technology, we offer personalized ad experiences in real time, tailoring messaging and imagery to match individual viewer preferences.
AI-driven Insights: We evaluate media across channels using a straightforward scoring system and leverage machine learning integrations to optimize results and minimize waste.

“To enhance viewer engagement through CTV advertising, we employ strategies such as interactive ads and immersive storytelling across a diverse network of platforms. Understanding the audience and selecting the right shows for collaboration can create a powerful emotional connection,” said Neeja Shah Goswami.

According to Russhabh R Thakkar, “Increasing viewer engagement through Connected TV advertising involves deploying interactive ads, personalizing content based on viewer preferences, and employing contextual targeting to serve ads within relevant contexts. Visual creativity, such as dynamic overlays or 3D effects, enhances memorability and fosters deeper engagement. Frequency capping ensures ads remain impactful without overwhelming viewers. Integrating social media elements encourages sharing and community engagement around the ad campaign.”

Varun Pasricha added here, “As we navigate the nascent stage of CTV advertising, our focus areas are targeted content and messaging. Our research enables us to customize content to resonate with specific demographics, while strategic positioning of brand messaging ensures engagement with our target audience.”

Customizing CTV Advertising Messages for Diverse Audiences

Tailoring CTV advertising messages to different audience segments or demographics is paramount for optimizing relevance and efficacy. Industry leaders share insights on their approaches.

Neeja Shah Goswami elucidated, “Our strategy prioritizes reaching maximum audiences within specific categories. For instance, during last year's cricket world cup, our campaign on Hotstar aimed to drive traffic to our website. The measurable impact was evident, especially among cricket enthusiasts, who comprise a significant portion of the country’s population. Geo-targeting precision is crucial to avoid wasting impressions with low conversions. We leverage audience segmentation techniques based on demographics, interests, and behavior to curate personalized ad experiences.”

Russhabh R Thakkar added here, “We assist advertisers in fine-tuning their messages for diverse audience segments by adopting a multifaceted approach. This entails targeting specific channels, OTT platforms, and popular shows that resonate with different demographic groups. Understanding nuanced viewership patterns and attention metrics facilitates optimized ad placements. Crafting linguistically and regionally specific creatives ensures seamless alignment with the diverse preferences and regional interests of audiences.”

Amitt Sharma shared, “Our process commences with comprehensive data analytics, unveiling the unique characteristics and preferences of various audience groups. We delve beyond demographics and geography, exploring psychographic data such as interests, lifestyles, and purchasing behaviours. A standout feature is our segmentation based on look-alikes, targeting individuals mirroring a brand's existing customer base traits. With this understanding, we craft tailored, contextually relevant advertising messages using diverse ad formats and interactive elements precisely aligned with each demographic’s interests. Dynamic creative optimization (DCO) technology enables us to deliver personalized ad content in real time, ensuring highly targeted and engaging ads for every viewer.”

Tools and Platforms for delivering Personalized CTV Advertising

Leading industry figures shed light on the tools and platforms utilized for delivering personalized CTV advertising experiences.

Amitt Sharma shared, “At VDO.AI, we harness advanced technological tools and platforms to deliver personalized CTV advertising experiences that captivate audiences and yield results. Our proprietary ad-serving platform integrates predictive AI and machine learning algorithms, enabling real-time analysis of vast data sets. This empowers us to discern audience preferences and interests with unparalleled accuracy. Additionally, strategic partnerships with OTT measurement leaders such as Nielsen, Placed, and DataPlusMath provide access to comprehensive third-party data insights, enriching our understanding of viewers' online and offline behavior. Armed with this wealth of data, we tailor CTV advertising campaigns to seamlessly resonate with target audiences, driving enhanced engagement and conversions.”

Neeja Shah Goswami said, “Our brand has collaborated with prominent platforms like Hotstar and Zee Network to deliver personalized CTV advertising experiences. For instance, during the cricket world cup, we leveraged Hotstar for targeted ad placements, driving significant traffic to our website. Additionally, partnerships with shows like Safari India on Zee Network enabled product placement opportunities and brand awareness campaigns, reaching diverse audiences across 11 different networks.”

Russhabh R Thakkar added here, “We’re committed to delivering tailored CTV advertising experiences by leveraging a robust supply network and collaborating with leading Data Management Platforms (DMPs). Through strategic partnerships, we develop multiple audience segments tailored to regional demographics and psychographics, ensuring hyper-targeted ad deliveries. Our adoption of Dynamic Ad Insertion (DAI) technology facilitates real-time ad personalization, while an intuitive ad-builder simplifies the creation of interactive ad experiences. With cross-screen device targeting, we track mobile actions for measurable performance across platforms, ensuring impactful and results-driven campaigns.”

“We leverage internal data and insights from third-party apps to craft targeted ads designed to capture our audience’s attention and engagement. Our focus lies in tailoring content to specific audience segments to expand reach and increase engagement levels,” said Varun Pasricha.

These insights underscore the importance of leveraging advanced tools, strategic partnerships, and data-driven approaches to deliver personalized and impactful CTV advertising experiences that resonate with target audiences.

Russhabh R Thakkar concluded by showcasing the success of Frodoh World’s partnership with Lenskart through a targeted and compelling CTV campaign. Spearheaded by Starcom India, the campaign strategically targeted CTV households in Ahmedabad, aiming to bolster brand awareness and reach for Lenskart within affluent audiences. Speaking on the results, he shared, “The campaign’s impact was substantial, garnering attention and engagement from over 550,000 Connected TV households and boasting an impressive video completion rate exceeding 90%. Beyond mere viewership metrics, the campaign’s effectiveness translated into tangible results for Lenskart, evidenced by a significant 15% to 18% surge in store walk-ins across Ahmedabad.”

“This success was attributed to the campaign’s meticulous execution, which featured four culturally resonant 20-second video creatives in Gujarati. These creatives were strategically placed on top OTT platforms, premium shows, and regional top shows during prime time, maximizing exposure and resonance with the target audience,” he added.