Sign in with Google Any business eyeing profitable growth will want to reach customers with a high level of consumption. In India, that group of premium audiences is over 50 million-strong.1
They belong to India’s NCCS A category of households and they’re active internet users who book trips, order food, and shop online.
To reach and engage that audience, you’ll need to meet them where they are — YouTube on connected TV (CTV).
Research shows that 7 in 10 premium users are on CTV daily.2 And according to Comscore, YouTube on CTV is the most-watched streaming service on TVs in India, and has been for the past 12 months.3
Additionally, audiences are spending a good amount of time on YouTube on CTV. On average, logged-in viewers are watching over 40 million hours of YouTube content on the big screen daily.4
Given the behaviour of India’s highest level of consumers, businesses are turning to YouTube on CTV to help them engage those customers and drive growth. Leading brands have gone a step further.
They’re using YouTube on CTV in new ways. This includes creating interactive experiences on the big screen in homes and providing audiences a seamless customer journey across devices.
Boost conversions via interactive experiences on CTV: Kia India
Automotive manufacturer Kia India is an early adopter of YouTube on CTV.
It has seen how YouTube on CTV helps reach its growing base of premium audiences. And it wants to deepen engagement via the channel.
So it used a new feature that lets viewers interact with ads directly from their TVs — a QR code displayed during YouTube ads on CTV.
The QR code captures audience attention and interest, and viewers can scan the code to immediately visit the brand’s website, make purchases, or explore exclusive offers. The feature also lets brands measure engagement and conversions in real-time to optimise their campaigns.
Kia India used the QR code feature in its CTV campaign for its Seltos SUV. The code led viewers to its website, where they could make a booking for a test drive.
Kia India’s YouTube on CTV campaign drove everything from awareness to engagement and conversion. It saw a 10X jump in users clicking through to its website and a 3.6X increase in conversion rate for verified test drive leads.
Win customers seamlessly across mobile and CTV with YouTube: Flipkart
It might be the leading online marketplace in India, but that’s not stopped Flipkart from wanting to grow its customer base.
Its strategy: Maximise its reach, including among premium audiences, and show how it offers a better e-commerce experience across product range, pricing, and delivery speed.
To do that, it launched an integrated brand campaign across multiple video platforms, including YouTube. It also made CTV a focus of its media plan to maximise quality reach.
With YouTube, in particular, Flipkart could reach customers seamlessly across various devices, from mobile to CTV, where premium audiences are. And it used YouTube’s Target frequency solution to optimise for high viewership across the touchpoints.
Having set up its YouTube campaign measurement on Google Marketing Platform with Floodlight tags, Flipkart was also able to use its first-party data to reengage existing customers and get them to revisit its app.
The result: Flipkart’s integrated campaign on YouTube, including YouTube on CTV, added 12% incremental effective reach over linear TV.
YouTube on CTV also helped Flipkart drive performance by bringing in high-value customers. Their add-to-cart per app session was 2X that of other customers engaged through YouTube, and they made 1.5X more purchases per app session.
And soon, purchases via YouTube on CTV will get even more interactive and seamless with the launch of Shoppable CTV.
Shoppable CTV lets viewers easily browse and shop products directly from their TV screens while watching YouTube on CTV.
An interactive product feed powered by the Google Merchant Centre, Shoppable CTV lets viewers easily browse and shop products directly from their TV screens while watching YouTube on CTV.
So if you’re looking to drive performance and reach premium audiences through interactive experiences on the biggest screen in homes, integrate YouTube on CTV into your marketing plan.
