MediaCom improve reach and achieve 81% VCR and 1.76% CTR for baby care consumer goods client


MediaCom’s client, a fast-moving consumer goods company within the baby care industry, was looking to improve their reach, VCR and CTR using OTT. They wanted to see how a first-party data campaign without additional data layering, performed in a private marketplace (PMP) environment.


Video non-skippable was the ad format that was chosen for this campaign and was shown through some of MediaMath’s Indian OTT partners Hotstar, Voot, MXplayer and Zee5. To reach their audience, MediaCom’s client utilised MediaMath’s Look-A-Like audience targeting capabilities to enhance the scale of uploaded first-party user data.

Throughout the campaign, MediaCom was managing the frequency at individual strategy level as well as at an overall campaign level to ensure they achieved a deduplicated reach.


One of the biggest challenges the India programmatic market faces is scaling PMP campaigns. Despite this, MediaCom’s client was able to deliver some outstanding results.

They achieved a VCR of 81% which is 6% higher than the industry standards, a CTR of 1.76%, 25% higher than their regular video campaigns and reached 1.1mn users collectively over all OTT partners used with is unduplicated.


EssenceMediacom is GroupM’s newest and largest agency, committed to delivering marketing breakthroughs for brands. It has disrupted the old models across media, creative, innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions.