Acrossmedia241, in partnership with Mindshare, Kantar, and LG Ad Solutions, proudly announces the successful completion of Greece’s first-ever Connected TV (CTV) brand lift survey — an important milestone that underscores the power of CTV advertising in shaping consumer perceptions.
The study, conducted in April 2025 through Kantar’s Context Lab methodology, evaluated the impact of Coca-Cola’s campaign within the LG Smart TV ecosystem. The survey employed a robust control vs. exposed group design, involving 200 respondents aged 25-54 across Greece, all of whom were LG Smart TV users and active consumers in the beverage category.
Key Findings:
Significant Uplift Across Awareness Metrics: Exposure to the Coca-Cola campaign within the LG CTV environment led to remarkable increases in brand awareness:
- Top-of-Mind Awareness grew by +22 percentage points.
- Spontaneous Brand Awareness increased by +15 points.
- Online Ad Awareness also surged by +15 points.
Enhanced Brand Association and Favorability:
- Message association rose impressively by +21 points.
- Brand favorability improved by +8 points.
- Purchase intent, already high, maintained strong levels post-exposure.
Superior Brand Meaningfulness and Differentiation:
- Metrics related to brand affinity, meeting consumer needs, differentiation, and trendsetting all showed positive shifts.
Above Benchmark Performance:
- The campaign’s impact on spontaneous brand awareness, message association, and brand favorability exceeded Greek online video benchmarks.
- Ad recall and message association also performed above global norms.
Outstanding Viewer Engagement:
- 100% viewer retention: Every participant exposed to the ad watched it to completion, with no early drop-offs in visibility or audio engagement.
- The creative was rated highly for relevance, credibility, and emotional engagement, reinforcing the effectiveness of CTV as a brand-building channel.
This pioneering survey proves that CTV advertising — especially within premium environments like LG Smart TV — delivers measurable brand uplifts that surpass traditional digital benchmarks. It sets a powerful precedent for brands in Greece looking to integrate CTV into their multi-channel media strategies.
At Acrossmedia241, we are proud to be at the forefront of this exciting evolution in digital advertising, helping brands like Coca-Cola achieve impactful and measurable results.
Stay tuned for more insights and breakthroughs as we continue to lead the CTV advertising landscape in Greece!