How a Gaming Brand Used CTV + Influencer Ads to Improve ROAS by 4x

A prominent gaming brand in India recently navigated their way to a remarkable 4x improvement in Return on Ad Spend (ROAS) by smartly combining Connected TV (CTV) and influencer advertisements. This achievement wasn't aspirational planning but an execution grounded in analytics, seamlessly blending strategy and implementation. For a deeper understanding of the strategic rationale behind such decisions, refer to our Performance Ads Strategy India 2026: Creator Content + CTV + Meta.

How a Gaming Brand Used CTV + Influencer Ads to Improve ROAS by 4x — What It Is

The project revolved around leveraging two of the most dynamic channels today: CTV and influencers. CTV, capable of reaching younger urban demographics through popular platforms like Zee5 and Hotstar, combined with the personalized touch of influencer marketing, provided a synergistic effect that traditional media seldom achieves. The gaming brand crafted a dual-layered campaign, tapping into both high-reach CTV ads and targeted influencer partnerships, enhancing audience engagement and conversion efficacy.

Real Results in Numbers

Below is a breakdown of the brand's ROAS benchmarks, illustrating the transition from traditional digital campaigns to a combined CTV and influencer approach.

Strategy	Campaign Cost (₹)	Revenue Generated (₹)	ROAS
Traditional Digital Ads	5,00,000	10,00,000	2.0
CTV + Influencer Campaign	6,00,000	24,00,000	4.0

"The mix of CTV and influencer marketing drove a precise engagement that outpaced standard benchmarks, ensuring a ROAS that tripled traditional efforts."

Implementation Process

Here's a step-by-step guide to mirror the success:

1. Identification of Target Audience: Employ data analytics tools like Google Analytics to segment your audience by age group and preferences, focusing on metrics prevalent within major Indian cities.

2. Platform Selection: Choose CTV platforms resonant with your audience. Platforms like Hotstar appeal largely to urban audiences, while Zee5 might cater more to the regional segments.

3. Influencer Identification: Use AI-powered platforms like FootPrynt to identify influencers whose audiences overlap with your product demographics. Look for creators with high engagement in gaming niches.

4. Content Creation: Collaborate with influencers to produce engaging content that speaks directly to the gaming community, such as gameplay insights or exclusive promotional offers.

5. Measurement and Iteration: After initial launch, use platforms like MaargAI for comprehensive performance tracking. Assess engagement metrics and iterate content strategy accordingly.

Common Mistakes

1. Ignoring Audience Insights: Many brands skip thorough audience research, leading to misaligned target segments. Fix: Utilize in-depth audience analysis before campaign launch.

2. Overlooking Platform Nuances: Not all CTV platforms function alike; failing to leverage each platform's unique strengths can limit campaign impact. Fix: Tailor strategies for each CTV medium.

3. Poor Influencer Match: Inadequate alignment between influencers and brand ethos can dilute message effectiveness. Fix: Ensure qualitative influencer evaluation beyond numerical metrics—check content alignment and audience interaction tone.

Advanced Insights and Strategies

For teams wanting to elevate their strategies, consider integrating micro-influencers alongside marquee names, as highlighted in another successful venture: How a D2C Beauty Brand Scaled to Rs.1 Cr/mo with Micro Influencers in India. Such approaches allow for distinct audience engagement through a tiered influencer strategy.

FAQs

How do CTV ads differ in effectiveness compared to traditional TV ads?

CTV offers better targeting capabilities, allowing ads to reach specific audience demographics based on viewing habits and platform data, unlike broad traditional TV ads.

What is the best way to calculate ROAS for multi-channel campaigns?

Use advanced analytics tools to attribute conversions accurately across channels; divide total revenue by total ad spend to calculate overall ROAS, considering each platform's impact separately.

Can smaller gaming brands benefit from this approach?

Absolutely. By using platforms like FootPrynt, even brands with smaller budgets can effectively strategize and find the right niche influencers, optimizing ad spend for impressive returns.

In a rapidly changing digital landscape, replicating this approach requires both accurate insights and agile execution. By learning from this gaming brand's experience, you can significantly enhance your campaign's profitability. Ready to start? Start with FootPrynt