How do you set up measurement for an India CTV campaign from scratch?

Pre-campaign measurement setup for India CTV: (1) DSP configuration — ensure your DSP (DV360, The Trade Desk, or Amazon DSP) has CTV device type filtering active, impression tracking pixels firing, and frequency cap logic enabled. Set up a conversion window for view-through attribution if performance outcomes are being tracked. (2) Third-party verification — activate IAS or DoubleVerify brand safety and IVT pre-bid segments for the campaign. For JioHotstar buys, confirm whether MOAT server-to-server measurement is included in the IO. (3) Brand lift study enrolment — if measuring brand awareness or consideration, enrol in a Nielsen DAR study or publisher-managed brand lift study before the campaign starts. You need a pre-exposure baseline, so enrolment must happen before the first impression serves.

Three baseline data points to collect before an India CTV campaign: (1) Organic brand search volume — capture 4–6 weeks of brand keyword search volume (Google Search Console or SEM tool) before the campaign. This is your baseline for measuring search lift attributable to CTV exposure. (2) Direct traffic and branded session rate — capture baseline website direct traffic and branded URL traffic patterns pre-campaign. CTV exposure often drives an uptick in direct and branded search navigation. (3) Brand awareness score — if running a brand lift study, a pre-campaign awareness survey wave among the target audience gives the comparison point. Without a pre-campaign baseline, post-campaign brand lift results have no anchor — you cannot tell whether a 40% brand awareness score is high or low without knowing what it was before.

Post-campaign measurement evaluation checklist for India CTV: (1) Compare delivery actuals to plan — were impressions, reach, and frequency on target? Significant underpacing indicates a supply or floor price issue requiring investigation before the next flight. (2) Validate completion rates — VCR at or above benchmark (85%+ for non-skippable 15s) confirms the creative and VAST delivery chain functioned correctly. (3) Review IVT rate — IVT above 5% on programmatic supply warrants a publisher exclusion list review. (4) Measure brand search lift — compare branded keyword search volume in the 2–4 weeks post-campaign against the pre-campaign baseline. Account for seasonal effects. (5) Review brand lift study results — compare awareness, recall, and consideration scores between exposed and control groups. Document findings for future campaign planning and benchmarking.