Overview
Through our partnership with SHI, an IT solutions and service integration company, we launched a brand awareness CTV campaign for their client, Qualcomm. The initiative targeted decision-makers across the top 40 U.S. DMAs in the the cybersecurity and enterprise IT space. We placed 15- and 30-second non-skippable video ads on premium platforms like Roku Channel, Pluto TV, Telly, and more.
The campaign delivered over 1.05 million impressions and reached more than 600,000 unique users with a video completion rate of 98.19%, far exceeding industry benchmarks. The result was cost-efficient, high-quality awareness delivered at scale to a tightly defined technical audience.
Challenge
With competition intensifying in the cybersecurity, cloud, and infrastructure markets, the company needed a campaign that would:
- Increase brand visibility among CTOs, CIOs, CISOs, and other high-influence decision-makers
- Protect brand integrity through quality-controlled placements
- Maximize reach and recall in a finite budget window leading into year-end
The campaign had to deliver against awareness KPIs while ensuring every impression reached the right audience, in the right environment, with no wasted spend.
Solution
Calculated Conversions built a CTV strategy focused on quality inventory, audience alignment, and disciplined pacing.
Key campaign elements included:
- Defined Targeting: Reached high-value tech professionals in cybersecurity, data center, and cloud roles using contextual and behavioral signals.
- Premium Platform Delivery: Non-skippable ads were delivered on brand-safe streaming platforms including Samsung TV Plus, Roku, Pluto TV, DIRECTV, and Telly.
- Creative Control: 15- and 30-second co-branded video assets maintained message integrity and drove high video engagement.
- Optimized Frequency: Campaign delivery averaged 1.76 impressions per user, balancing reach with controlled exposure.
Execution included weekly pacing oversight and monthly reporting with full transparency on performance across platforms.
Results
The CTV campaign exceeded expectations on all major KPIs, delivering more impressions, greater reach, and significantly stronger video engagement than forecasted.
- 1,057,380 total impressions (5.74% over the 1M impression goal)
- 600,522 unique users reached (Nearly double the estimated reach)
- 98.19% video completion rate (Far above the CTV industry average of ~78%)
- Samsung TV Plus delivered the highest results (350K impressions, 99.15% VCR)
Key Takeaways
- Premium placements elevated brand recall.
Platforms like Roku, Pluto TV, and Samsung TV Plus consistently drove completion rates near 99%. - Audience-first planning delivered efficient reach.
Campaign reached 600K+ users, nearly doubling projected reach without increasing spend. - Non-skippable creative ensured message delivery.
Controlled formats protected branding and maintained clarity across all publisher environments.
