Case Study: Leading Automotive Company achieves 95% CTV ad completion rates with Rakuten Marketing

Driving Success for the Automotive Industry

Rakuten Advertising helped automotive brands navigate a shift from linear TV to Connected TV (CTV), where advertisers must reach qualified audiences on the biggest screen while proving engagement and measurable performance. The challenge was to deliver high-impact, trackable campaigns to auto-intenders within a premium video environment and to demonstrate clear campaign visibility and ROI.

Rakuten Advertising used the Rakuten TV platform, targeted top-performing channels (movies and live channels like Euronews), and tested creatives to maximize view-through and reach while ensuring smooth campaign delivery. The campaigns yielded a 95% completion rate across the automotive sector (the strongest in Europe), 99.8% of ads delivered on CTV, and over 70% of brands renewed and increased their investment; top device placements included Samsung, LG and Philips.