What metrics should an India CTV post-campaign report include?
A complete India CTV post-campaign report should include: (1) Delivery metrics — total impressions served, spend, and CPM (actual vs planned). (2) Reach and frequency — unique devices/households reached, average frequency, and frequency distribution (% of audience reached 1x, 2x, 3x, 4x+). (3) Video completion metrics — video completion rate (VCR) by format and publisher, quartile breakdown (25%, 50%, 75%, 100% play rates). (4) Audience delivery — demographic breakdown of delivered impressions vs intended targeting (requires Nielsen DAR or equivalent). (5) Invalid traffic — IAS/DV invalid traffic rate if third-party verification was active. (6) Publisher and placement breakdown — performance by publisher, app, content genre, and device type. For campaigns with conversion objectives, add (7) cross-screen attribution data.
What are common red flags in India CTV post-campaign reports?
Watch for these issues in India CTV reports: (1) VCR below 70% on non-skippable formats — non-skippable CTV ads should complete at 85–95%. VCR below 70% suggests buffering failures, VAST errors, or poorly structured ad pods with viewer drop-off. (2) Average frequency above 8 in a four-week flight — indicates insufficient reach breadth; the same small pool of households saw the ad repeatedly. (3) Device type delivery showing 20%+ mobile impressions — CTV-targeted campaigns should deliver on CTV screens (device.devicetype=3); significant mobile delivery means the publisher or DSP is not correctly filtering device type. (4) 100% delivery on a single publisher — lack of publisher diversity increases frequency concentration and reduces true incremental reach. (5) Impressions delivered at off-hours (1–6 AM) — unusual delivery patterns can indicate bot traffic or inventory quality issues.
How do I evaluate whether an India CTV campaign performed well?
Evaluate against three benchmarks: (1) Delivery efficiency — did the campaign deliver the planned impressions, reach, and frequency within budget? Underspend of 10% or more usually indicates a floor price or targeting scale issue. (2) Completion quality — VCR above 80% for non-skippable, above 40% for skippable. India CTV benchmarks: non-skippable 15s = 88–93% VCR; non-skippable 30s = 82–90% VCR; skippable 30s TrueView = 35–55% VCR depending on creative quality. (3) Outcome lift — if brand lift or cross-screen attribution was measured, compare against category benchmarks. Brand awareness lift of 3–8 percentage points is typical for a well-executed India CTV campaign; below 2 points suggests creative or targeting issues.