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TARGETED DIGITAL DISPLAY CAMPAIGN
How a premier auto brand saw an uplift of 1.7X in CTR with HT Media’s Targeted Run-of-Screen Ads
Category:: Automobiles
Brand: : Premium automobiles brand
Solution: : Targeted ROS Ads
Industry Background
The luxury auto market in India has experienced significant growth in recently driven by rising disposable incomes and a growing appetite for premium brands. Renowned for superior craftsmanship, advanced technology, and unparalleled comfort, luxury auto brands have successfully carved a niche among affluent consumers. This burgeoning demand is further fueled by an increasing number of high-net-worth individuals and a growing trend of aspirational purchases.
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The Brand Ask
Context
A leading automotive brand launched its new luxury sport utility vehicle (SUV) in India. Renowned for its opulent features and exceptional safety standards, the brand is a prominent player in the luxury car market. To effectively target potential high-end customers, the brand partnered with HT One Audience, leveraging a targeted display campaign aimed at reaching the in-market luxury audience.
Campaign Goal
To launch a new luxury SUV, a premium auto brand ran a campaign using HT One Audience's ROS display ads. The campaign aimed to boost brand awareness and drive conversions among a targeted audience of potential high-value buyers.
Target Audience
The campaign targeted high-net-worth individuals (HNIs), luxury auto owners, and C-suite executives in 18+ metro cities across India.
HNIs
Luxury Auto Owners
C-Suite Executives
Our Approach
Niche audience targeting strategies were deployed to highlight the premium features of the model with a prime focus on C-suite, HNIs and other luxury car audiences. The placement of the display advertisement was optimised at different levels and sections to ensure effectiveness. Multiple creative variations were tested on the TO.
![](https://www.htmedia.in/wp-content/uploads/2024/07/New-Project.png)
Results
![](https://www.htmedia.in/wp-content/uploads/2024/07/Results.png)
- Run-on-schedule display ad format was used to get the best results across multiple devices.
- The Auto industry’s average CTR for digital ads is 0.20% while the premier auto brand’s targeted campaign on HT Media’s digital channels witnessed 0.33% CTR.
- HT One Audience’s targeting efforts and creative optimisation led the campaign to achieve 1.7X increase in CTR (as compared to the industry average)
![](https://www.htmedia.in/wp-content/uploads/2024/07/Campaign-Highlights-2.png)