Categories Name : CTV
Sub-Category : Best Use of Data & Targeting in CTV
Campaign Name : JioHotstar’s STP Formula for CTV: Using ACR Tech to Convert Millions from TV to 4K Streaming
The campaign's technology-driven strategy delivered exceptional results, decisively achieving all objectives and cementing JioHotstar's position as the leader in CTV sports streaming.
Objective vs. Achievement:
• Reach: We surpassed our ambitious goal by reaching 90% of India's CTV households, generating a colossal 1.2 billion impressions.
• Engagement: The superior experience resonated powerfully, driving a 143% increase in 4K feed viewership and an impressive 2.1% CTR on CTV campaigns.
• User Acquisition & Conversion: The targeted execution led to tangible conversions. App downloads on the Samsung TV app store increased by 50%, while Amazon Fire TV saw a 15% lift in Daily Active Users during the campaign. Average viewing time per customer grew by 1.07x.
Market Impact & ROI:
The campaign's omnipresence and intelligent targeting made JioHotstar synonymous with the premium IPL viewing experience, successfully migrating a significant portion of the audience from linear TV. The 56% YoY surge in CTV viewership is a direct testament to this shift. The impressive lifts in app downloads and daily active users on major OEM platforms provided a clear and measurable return on investment, validating our technology-first approach. This campaign didn't just capture an audience; it built a new, engaged community of CTV streamers.
Business Impact & ROI:
Data-led optimizations proved highly effective: the YouTube CTV campaign delivered a 38% lower eCPR compared to 2024.