Reach at scale means nothing if the cost per view doesn't hold.
The objective was reach at scale. Saregama Bengali needed its music to reach more people, generate more views and accumulate more watch time: the three metrics that drive YouTube's recommendation algorithm and platform royalty calculations. The campaign needed to deliver at scale, at a cost per view that made the investment commercially rational.
Paid video engineered for scale and for unit economics.
A
Targeted for the metrics that compoundCampaigns were built around the exact signals, views and watch time, that drive both YouTube's recommendation engine and royalty calculations.
B
Split across YouTube and MetaSpend was allocated across both platforms to build reach without relying on a single channel's ceiling.
C
Held to a disciplined cost per viewContinuous optimisation kept CPV at ₹0.13, 35% below industry benchmark, across 161M impressions.
“We needed reach at a scale and a cost per view that made commercial sense, not just more spend. ADG delivered 161 million impressions in six months at ₹0.13 per view, more than a third below the industry benchmark.”
WHAT CARRIES OVER TO YOUR BUSINESS
Reach without a defensible cost per view is just more spending. The businesses that scale distribution profitably are the ones that hold the unit economics of attention as tightly as the unit economics of the product itself.