Brand lift measurement for India CTV runs through two DSP-native tools. For DV360 campaigns on JioHotstar, Google Brand Lift surveys an exposed group against a matched holdout and measures ad recall, brand awareness, consideration, and purchase intent — all from the same concurrent study. For The Trade Desk campaigns on SonyLIV or Zee5, TTD's brand impact product uses the same methodology.
Minimum scale requirements: Google Brand Lift needs approximately 1–2M impressions on the eligible publisher (JioHotstar via DV360) to produce statistically significant results. At India CTV CPMs of ₹150–250 on JioHotstar programmatic, this requires roughly ₹20–50L in media spend on that publisher specifically. Campaigns below this scale can still run the study setup but results will be directional, not statistically confirmed.
What to measure:
- For new brands or new product launches: ad recall and brand awareness — quickest to move
- For established brands in competitive categories: consideration and purchase intent — more commercially meaningful
- For established brands with 70%+ baseline awareness: skip awareness; focus on consideration or favourability where headroom exists
What to expect in India CTV: Ad recall lift of 8–20 percentage points for campaigns with 3–4 household frequency is achievable. Consideration lift of 1–5 points requires higher frequency and strong creative-audience alignment. Purchase intent lift above 3 points from CTV alone is uncommon — CTV works best as an upper-funnel driver combined with lower-funnel performance media.
India-specific note: Request Hindi-language survey delivery if your campaign targets Hindi-belt audiences — English surveys served to Hindi-only viewers produce lower response rates and potentially skewed results.
Related questions
- How do I measure a CTV campaign in India?
- Do I need IAS or DoubleVerify for India CTV?
- How do you plan a CTV campaign in India without BARC data?
For a full breakdown, see the brand lift measurement for India CTV knowledge base article.