MediaCom improve reach and achieve 81% VCR and 1.76% CTR for baby care consumer goods client
CAMPAIGN OVERVIEW
MediaCom¡¯s client, a fast-moving consumer goods company within the baby care industry, was looking to improve their reach, VCR and CTR using OTT. They wanted to see how a first-party data campaign without additional data layering, performed in a private marketplace (PMP) environment.
SOLUTION
Video non-skippable was the ad format that was chosen for this campaign and was shown through some of °µÍøTV¡¯s Indian OTT partners Hotstar, Voot, MXplayer and Zee5. To reach their audience, MediaCom¡¯s client utilised °µÍøTV¡¯s Look-A-Like audience targeting capabilities to enhance the scale of uploaded first-party user data.
Throughout the campaign, MediaCom was managing the frequency at individual strategy level as well as at an overall campaign level to ensure they achieved a deduplicated reach.
RESULTS
One of the biggest challenges the India programmatic market faces is scaling PMP campaigns. Despite this, MediaCom¡¯s client was able to deliver some outstanding results.
They achieved a VCR of 81% which is 6% higher than the industry standards, a CTR of 1.76%, 25% higher than their regular video campaigns and reached 1.1mn users collectively over all OTT partners used with is unduplicated.