Objective
ITC aimed to boost visibility and engagement across key regional markets by leveraging premium CTV and OTT environments. The goal was to deliver high-performing video creatives that captured audience attention and maximized view-through rates across connected screens.
Our Approach
Voise Tech executed a performance-driven video and CTV campaign focused on Kolkata, the rest of West Bengal, and Kerala. By using advanced audience segmentation and contextual targeting, we ensured ITC’s message reached the most relevant viewers in premium OTT and CTV environments. Continuous optimization drove higher attention and meaningful engagement throughout the campaign.
Highlights
- Dynamic execution across CTV and OTT platforms for immersive storytelling.
- Targeted premium regional audiences across key high-value markets.
- Achieved 3X higher video view-through rates and 2X engagement uplift.
- Optimised delivery for consistent visibility and performance efficiency.
Publishers
Metric Results
- Total Impressions – 4.8 million
- CTR – 0.45%
- VTR – 92%
- Targeting – Kolkata, Rest of West Bengal, Kerala, OTT/CTV
- Performance – 3X Video View-Through Rates | 2X Higher Engagement
The campaign demonstrated the power of programmatic precision and regional audience understanding in driving deeper video engagement and brand recall across connected platforms.
Impact
- Drove 3X higher video view-through and engagement rates.
- Strengthened ITC’s brand presence across regional and connected TV audiences.
- Reinforced how creativity and contextual precision can elevate performance across premium environments.
