Whether it’s catching the latest hit reality TV programs on over-the-top (OTT) platforms, or live streams on popular game review channels like Total Gaming, people in India love watching video content and they do so on a variety of platforms.
They spent 6.1 trillion minutes on online videos between January 2022 and March 2023. And they watch everything from educational content on YouTube to movies and shows on OTT platforms, which had a 20% jump in subscribers from 2021 to 2022.
The media landscape in India might be fragmented, but your campaign management doesn’t have to be.
Additionally, people in India view content on many platforms. In urban areas, they use an average of five content platforms.1 This includes connected TV (CTV), which is projected to reach 80 million households by 2025, a fourfold increase from 2022.
The diversified viewing landscape is a boon for viewers. But for marketers like you, it could add a layer of complexity as you go about engaging audiences and growing your brand.
Some marketers, in an attempt to cover all bases, may spread their media investments across individual channels. However, this siloed approach is often inefficient, especially since viewers, who’re on various platforms, may see the same ads from the same brand multiple times, resulting in wasted impressions.
A consolidated media buying approach, made possible by solutions like Display & Video 360 (DV360), can help you reach more viewers effectively, and with the same budget, via your multi-channel marketing campaign. One study, for example, found that consolidated media buying led to an 11% increase in reach efficiency across 10 global campaigns.2
How brands maximise ROI by unifying their media campaigns with DV360
With DV360, an end-to-end campaign management tool, you can simplify and streamline workflows while retaining complete control over the audience you reach and the placement of your ads.
That’s possible because DV360 is a unified media platform with substantial coverage. At one go, you can choose from an array of channels, such as YouTube, display, video-on-demand on OTT platforms, audio, and CTV, for where your ad shows up. Its extensive coverage also means you can reach customers on an immense scale with your video ads, including a whopping 86% of CTV users in India.3
Moreover, DV360’s cross-channel frequency management capabilities let you calibrate the frequency of ad exposure to maximise reach across all channels. Advertisers, on average, achieve a 13% increase in unique reach with frequency-managed campaigns that include any media type.4
And with a consolidated view of your media spend and campaign performance, you can easily measure effectiveness and optimise for better results.
Here, we take a closer look at how three leading brands in India successfully unified their media and maximised ROI by incorporating DV360 into their marketing strategies.
Samsung: Driving incremental reach, awareness with DV360
Samsung India, a leader in the smartphone industry, set ambitious goals for the launch of its Galaxy Z Flip 4 and Fold 4 smartphones. It aimed to reach 300 million unique users in total, and 130 million users with a frequency cap of six or more impressions.
To achieve that, it chose to consolidate its media and run a single campaign on DV360. By tapping on the platform’s diverse inventory and campaign-level frequency cap feature, which minimises ad overexposure and channels “saved” impressions to other viewers, it was able to achieve significant incremental reach while still staying within budget.
With DV360, Samsung India’s campaign achieved:
Maruti Suzuki: Maximising media savings with DV360
The market leader in India's private vehicles segment, Maruti Suzuki faced the challenge of increasing awareness and consideration among a massive audience pool without overspending.
To achieve efficient use of its budget by maximising savings, the brand consolidated its consideration-driving media spend on DV360. The platform’s range of transaction types, including Programmatic Guaranteed and Private Auctions, let the auto brand choose the most cost-efficient option for every need.
For example, with Programmatic Guaranteed deals, Maruti Suzuki could automatically execute direct buys with publishers like news, auto, and regional portals, while leveraging DV360’s frequency management capabilities to control ad exposure and reduce costs.
Mondelez: Expanding reach among premium households with DV360
Mondelez, one of the world’s largest snack companies, wanted to drive reach for its premium chocolate product, Cadbury Silk, among premium audience households in India.
Given that people in India who prefer CTV have higher household incomes and are inclined to make premium lifestyle choices, Mondelez chose to run a CTV-only campaign to maximise its reach among CTV viewers, and it did this in a consolidated way.
With DV360, the brand was able to use one campaign to reach CTV viewers across YouTube and other OTT platforms. It also tapped into DV360’s CTV frequency management solutions to optimise media exposure and incremental user reach. That’s because brands, on average, see a 5% increase in reach per dollar when managing CTV ad frequency across YouTube and other CTV apps, rather than separately.5
By running a CTV-only campaign with DV360, Mondelez achieved:
The media landscape in India might be fragmented, but your campaign management doesn’t have to be. By unifying your media with DV360, you can seamlessly manage your campaigns across multiple channels and devices, letting you minimise ad overexposure, boost efficiency, and maximise your campaign performance.
Contributors: Sahil Khusro, DV360 Account Executive; Vandana Tewari, DV360 Account Executive; Rajat Saigal, DV360 Account Executive
