On April 2025, Kantar – in collaboration with Acrossmedia241, Mindshare and Coca-Cola, implemented the first-ever CTV Brand Uplift Survey in Greece. Following the recent LG CTV native ad campaign of Coca-Cola, Kantar Context Lab used a control vs exposed design to measure the difference in attitudes between two groups of matched consumers to determine the attitudinal effects of advertising exposure. The survey results were rather impressive, showcasing the significance and effectiveness of LG CTV native ads.
Impact on Brand KPIs
Exposure to the campaign within LG CTV context shows a significant uplift across all awareness metrics, boosting both spontaneous awareness and ad recall of the advertised brand.
Brand Uplifts vs Greek Benchmarks
The uplifts generated by the campaign within LG CTV context are significantly higher than Greek online videos benchmarks in terms of spontaneous brand awareness, message association, brand favorability and brand difference.
Overall audience: comparison vs. Greek Context Lab Benchmarks (14 studies with video campaigns)
Brand Uplifts vs Global Benchmarks
Impact on ad recall, message association and brand favorability are also above global averages.
Overall audience: normative percentile comparison vs. Global Context Lab Norms
Creative Evaluation & Viewers Behavior
The combination of a strong creative and a media context that encouraged higher viewers’ retention compared to other online contexts (YouTube, Facebook) sparked an overall strong positive impact on the advertised brand
Mixing an engaging creative and a media context where exposure to the ad does not disrupt people mission translated into 100% viewers’ retention throughout the video, with no viewer stopping the video or closing the audio before it ended.
Expected in-context behavior for YouTube and Facebook calculated on Kantar global in-context digital ads’ evaluation studies
