How can a brand use premium sports content to reach a highly targeted audience at scale?
Venus Water Heaters used OTT and Connected TV (CTV) advertising during the World Cup on Disney+ Hotstar to increase brand visibility among adults aged 45 and above.
The campaign combined targeted audience segments, metro-level geographic targeting and different video ad formats across OTT and CTV.
The campaign delivered 24Mn+ impressions, a 14% uplift among audiences aged 45+, and 5% online aided awareness.
This case study looks at how the campaign was planned and executed and what brands can learn from Venus’s approach to OTT and CTV sports advertising.
Campaign at a Glance
| Campaign Element | Details |
|---|---|
| Brand | Venus Water Heaters |
| Platform | Disney+ Hotstar |
| Channels | OTT & CTV |
| Target Audience | Adults aged 45+ |
| OTT Geography | Top 6 metros |
| CTV Geography | Top 8 metros |
| Ad Formats | 10-second & 20-second video |
| Impressions | 24Mn+ |
| 45+ Audience Uplift | 14% |
| Online Aided Awareness | 5% |
Product/Service
Venus Water Heaters, a torchbearer of excellence for over 5 decades with their unique, reliable, and quality products lead the market. From instant to storage levels, solar, and heat pump options, Venus has a variety of choices and adopts the advanced porcelain enamel technology which resists corrosion, thus ensuring durability and efficiency. A leader in the industry, Venus has been applauded for their dedication to sustainability and customer-centric approach.
About Venus Water Heaters
Venus Water Heaters has been operating for more than five decades and offers a range of water heating solutions, including instant, storage, solar and heat pump products.
The brand focuses on product reliability, durability and energy efficiency.
For the World Cup campaign, Venus used the scale and engagement of premium sports content to strengthen brand visibility among its target audience.
Objective
The primary goal was to increase brand visibility and drive interest among potential customers, capitalizing on the massive audience drawn by the World Cup.
Target audience
The campaign specifically targeted adults aged 45 years and older, a demographic known for their purchasing power and brand loyalty. This focus was strategic, aiming to capture an audience that is often under-targeted in digital advertising campaigns.
Geography
The advertising efforts were concentrated in the top 6 metros for OTT platforms and extended to the top 8 metros for CTV platforms, ensuring coverage of the most significant urban markets with high concentrations of the target demographic.
Audience Targeting Strategy
Venus focused its campaign on adults aged 45 and above.
Rather than targeting the entire World Cup audience, the campaign concentrated on a specific demographic that aligned with the brand’s objectives.
This approach demonstrates how CTV and OTT advertising can be used to move beyond broad television reach and focus media delivery around specific audience characteristics.
How Did Venus Aim to Boost Brand Visibility by Sponsoring the World Cup?
- The campaign utilized Over-The-Top (OTT) and Connected TV (CTV) platforms for its advertisements. OTT refers to streaming services that deliver content via the internet, bypassing traditional broadcasters, cable, or satellite platforms.
- CTV involves delivering content to a TV connected to the internet. The choice of these platforms ensured that the advertisements reached viewers who are increasingly consuming content online, moving away from traditional TV.
- The ads were designed to be 10 seconds in length, a duration short enough to maintain the viewer’s attention yet sufficient to convey a compelling message.
- The brevity of the ad necessitated a focus on impactful visuals and a clear, concise message that communicated the brand’s value proposition effectively within a limited timeframe.
What Strategies Did Venus Use To Identify and Engage Their Ideal Audience.
- The campaign strategically placed a longer, 20-second video ad during the World Cup Semi-Final matches on Hotstar. The choice of this timing was deliberate, aiming to capitalize on the heightened viewer engagement and larger audience sizes typical of such critical stages in the tournament.
- The extended duration of this ad allowed for a more detailed message, enabling Venus to delve deeper into the brand story, showcase product features more comprehensively, or build a more emotional connection with the audience. This longer format provided the flexibility to incorporate storytelling elements, making the campaign more memorable and impactful.
Did Venus’s Geographical Reach Through World Cup Ignite a Surge in Water Heater Investments Across India?
- The campaign’s geographical targeting focused on the top 6 metros for OTT platforms and the top 8 metros for CTV platforms. This strategy was based on the understanding that these urban areas have a higher concentration of the target demographic and a greater propensity for digital content consumption, making them prime markets for the campaign.
- The ads targeted adults aged 45 years and older, recognizing this demographic’s potential for brand loyalty and purchasing power. This focus was likely informed by market research indicating the brand’s appeal to this age group or the potential for growth within this segment.
What Can Brands Learn from the Venus CTV Campaign?
The campaign demonstrates several important lessons for brands considering CTV advertising.
1. Premium Content Can Drive Attention
Major sporting events provide brands with highly engaged viewing environments.
2. CTV Can Combine Reach and Targeting
Brands can use connected television to deliver premium video experiences while applying audience and geographic targeting.
3. Audience Selection Matters
Instead of targeting everyone watching the event, Venus focused specifically on the 45+ audience.
4. Different Video Formats Can Serve Different Goals
Shorter videos can deliver concise brand messages, while longer formats provide additional space for storytelling.
5. OTT and CTV Can Work Together
Using OTT and CTV as complementary channels can help brands reach audiences across different viewing environments.
How Venus Used OTT & CTV Advertising
Venus used two complementary digital television environments:
OTT Advertising
OTT advertising allowed Venus to reach audiences watching content through internet-based streaming platforms.
The campaign focused on the top 6 metros, concentrating the advertising effort on major urban markets.
CTV Advertising
CTV extended the campaign to audiences watching content on internet-connected television screens.
The campaign covered the top 8 metros, allowing Venus to combine the large-screen impact of television with the targeting capabilities of digital advertising.
Campaign Execution
10-second video ad: Designed for quick, impactful messaging to capture the audience’s attention during various stages of the World Cup. The content was likely designed to be engaging and memorable, ensuring that viewers could quickly associate the visuals and messages with the Venus brand.
20-second video ad for Semi-Final: A longer, more detailed ad for the World Cup Semi-Finals aired on Hotstar, a popular OTT platform. This ad provided an opportunity to convey a deeper message, perhaps highlighting specific product benefits or brand values, to engage viewers more fully during the high-stakes semi-final matches.
OTT (Over-The-Top) targeting: The campaign utilized OTT platforms, targeting the top 6 metropolitan areas. OTT platforms are services that deliver content directly over the internet, bypassing traditional broadcasters, cable, or satellite platforms. This approach allowed Venus to reach a tech-savvy, urban audience likely to stream the World Cup matches live.
CTV (Connected TV) targeting: For CTV, which refers to content consumed on a TV connected to the internet (either through built-in capabilities or through devices like streaming sticks), the campaign expanded its reach to the top 8 metros. CTV advertising is highly valued for its ability to combine the broad reach and big-screen impact of traditional TV with the precision targeting and interactivity of digital advertising.
Why CTV Works for Sports Advertising
Major sporting events create high-attention viewing environments.
CTV can be particularly useful for sports campaigns because it allows advertisers to deliver video advertising on the large screen while using digital targeting capabilities.
For brands, this can provide an opportunity to combine:
- Premium sports content
- Large-screen viewing
- Audience targeting
- Geographic targeting
- Video advertising
- Brand awareness measurement
Results
24Mn+ Impressions
Impressions refer to the number of times the ad was displayed to viewers. Achieving over 24 million impressions means that the ads were viewed over 24 million times across OTT and CTV platforms during the World Cup. This indicates a wide reach, ensuring that a vast audience was exposed to the brand, significantly increasing its visibility.
14% Uplift in Age 45+ Years
Uplift measures the increase in a specific outcome or behavior compared to a baseline or control group. In this case, a 14% uplift among viewers aged 45 years and older signifies that the campaign was particularly effective in engaging this target demographic. This demographic is often more challenging to reach through digital platforms, making this uplift a notable achievement. It suggests that the campaign successfully resonated with and captured the attention of this age group, potentially leading to increased brand loyalty and purchasing behavior.
5% Online Aided Awareness
Online Aided Awareness refers to the percentage of respondents who recognize a brand or product from a list after being prompted, indicating familiarity and recall. A 5% increase in online aided awareness means that, following the campaign, there was a significant improvement in the number of people who could recognize or recall the Venus brand when asked. This metric is crucial for measuring brand recognition and is an essential step toward building brand preference and driving purchase decisions.
How to Plan a CTV Advertising Campaign
A successful CTV campaign generally requires decisions around:
- Campaign objective
- Target audience
- Geographic markets
- Content and placements
- Video creative
- Budget and reach
- Measurement and optimization
For brands looking to implement these strategies, The Media Ant provides CTV advertising solutions covering campaign planning, media buying and optimization.
OTT vs CTV: What’s the Difference?
This is another good section because it can support the informational /ctv page.
OTT
OTT refers to video content delivered through the internet rather than traditional cable or satellite television.
CTV
CTV refers to television screens connected to the internet, either through built-in smart TV functionality or connected devices.
Both can be used for digital video advertising, but the viewing environment and advertising opportunities can differ.
Key Takeaways
The Venus World Cup campaign demonstrates how brands can use OTT and CTV advertising to combine premium sports content, audience targeting, geographic targeting and video advertising.
The campaign generated 24Mn+ impressions, achieved a 14% uplift among the 45+ audience, and delivered a 5% increase in online aided awareness.
For brands considering sports advertising, the campaign provides a practical example of how CTV and OTT can be incorporated into a broader media strategy.
FAQs
What is CTV advertising?
CTV advertising is video advertising delivered on internet-connected television screens. It combines the large-screen viewing experience of television with digital advertising capabilities.
How did Venus use CTV advertising?
Venus used CTV advertising during the World Cup, targeting the top 8 metros and adults aged 45 and above.
How many impressions did the Venus campaign generate?
The campaign generated more than 24 million impressions across its OTT and CTV activity.
Why is CTV useful for sports advertising?
CTV allows advertisers to reach audiences in a premium, large-screen viewing environment while using digital targeting capabilities.
How can brands advertise on CTV?
Brands can plan CTV campaigns around their target audience, geography, content preferences, video creatives and campaign objectives.
