Mahindra used video ads to achieve 20 million video impressions and a CTR of 1.73% in one day
Mahindra, an Indian automotive manufacturing corporation, was looking to increase brand awareness with the release of their new Thar SUV. They wanted to reach as many auto enthusiasts as possible across 15 states in India, over various apps and sites in one day on open exchange with 60sec video layered with brand demo/TG, excluding adx inventory, while maintaining the CPM cap of Rs 150 media cost.
As the campaign took place over one day, Mahindra and their media agency Interactive Avenues had to ensure they had the scale to spend the campaign in a single day. Through the MediaMath platform, they targeted their desired audience of auto enthusiasts and improved campaign reach by using audience and contextual segments from partners Oracle and Lotame as well as 9 of MediaMath’s Marketplaces.
Constant monitoring was done to ensure strategies scaled while still remaining close to the goal CPM.
This one-day campaign achieved 20 million video impressions with 9.5 million unique users and a CTR of 1.73%.
Through this campaign it was proved that the MediaMath platform can deliver and maintain healthy CTRs and a controlled CPM, while generating the targeted reach required by the campaign outside of ADX (which generates roughly 50% of programmatic traffic in India).