Shangrila: 78% CTV View-Through and 3.88% Household Sync CTR — 7X the Industry Benchmark
The Challenge
Shangrila — Pakistan's most trusted food and condiment brand — needed to drive brand awareness and top-of-mind recall heading into the winter cooking season. Traditional linear TV, while still significant in Pakistan, delivers declining measurability: brands know their spots aired, but cannot verify who watched, for how long, or whether the exposure drove any downstream action.
The challenge was to replicate the large-screen impact and emotional resonance of TV advertising while adding the attribution layer that traditional broadcast cannot provide. And to do it at a scale that made sense for a brand of Shangrila's reach across Pakistan's three major urban centres — Lahore, Karachi, and Islamabad.
The brief to Happy Ads was clear: Connected TV plus a cross-device mechanism that could prove the big-screen impression drove a mobile-device action from someone in the same household. Industry CTR benchmarks for household sync globally run at 0.50–0.70%. Shangrila needed to see what the format could actually deliver in the Pakistani market.
The Solution
Happy Ads deployed the Connected TV + Household Sync format via MediaSmart DSP across Pakistan's premium streaming inventory — TCL Channel (which delivered an 80.55% VTR, the highest in the campaign) and ARY ZAP TV. The CTV buy ran non-skippable inventory in Lahore, Karachi, and Islamabad, with Lahore weighted most heavily given its concentration of TCL smart TV users.
Household Sync retargeting activated within the same WiFi footprint as the CTV viewers — reaching mobile devices in the same home within a defined window. The creative strategy adapted Shangrila's TV-first content for mobile: shorter cut-downs that carried the same brand cues and a direct response prompt. The resulting cross-device journey from big screen to mobile tap was fully tracked via MediaSmart's attribution framework.
Happy Ads managed real-time optimisation across the 18-day flight: underperforming publisher placements were rotated out, and frequency management ensured the same household was not over-saturated. The campaign also generated a geo-performance dataset that now informs every subsequent CTV brief we handle in Pakistan — Islamabad's household sync CTR of 4.79% is the highest city-level CTV engagement number in our benchmark library.
Key Results
1.88M
Total Impressions
78.32%
CTV View-Through Rate
3.88%
Household Sync CTR
5.8L
Total Reach
Key Insights
